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More advertisers are starting to view outdoor as a real alternative to other media and as a way to provide continuity of advertising messages between flights in magazines and schedules on TV and radio. And while other media are struggling with technological advances that threaten traditional business models by luring away audiences, outdoor is finding that new digital technologies are expanding the business, providing more flexible and more targeted choices for advertisers.

“Not all media can say technology is a friend,” says Nancy Fletcher, president and CEO of the Outdoor Advertising Association of America.

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