Tech Startups Hit Highway 101

Billboard wars see the intersection of old and new media

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Startups may rule Silicon Valley, but until recently, you wouldn’t have known it driving up Route 101, the region’s main highway. In the past year or so, however, billboards have started popping up with messages from companies like Zynga, Zoosk, and Zazzle.

Travel startup Hipmunk, for example, recently purchased billboard space south of San Francisco to promise commuters “agony-free travel search.” Hipmunk’s public relations director Jacqueline Tanzella says the decision was inspired, in part, by all the other tech billboards that employees saw as they drove between Silicon Valley and San Francisco.

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