The Case for Lind Billboards in Northern Ohio

North central and northern Ohio encompasses 18 contiguous counties that are primarily split between the Toledo, Cleveland, and Columbus Nielsen DMA's (Designated Market Areas). Thus, small and medium market television is dominated by these larger markets. Additionally, the endless cable channel options and the ability to surf commercials have made television an expensive medium to use effectively on the local level. Ever growing television, cable, and personal computing options have made reaching the local consumer at home very difficult.

Radio is susceptible to channel surfing, competes within the automobile with compact discs, cassettes and even cell phones. Radio signals and stations in northern and north central Ohio are heavily fragmented due to dominance from the larger markets of Cleveland, Columbus, Akron, Toledo, Detroit, Cincinnati and beyond. Further, considerable signal overlap exists in this market area. Penetration via radio in a fragmented market is expensive and hard to measure.

Print and newspaper continues to reach an ever shrinking, aging market. Escalating ad rates, shrinking readership and competition from larger market newspapers and national publications has made the newspaper ad buy a significantly less desirable ad placement.

The fragmentation and dilution of other media coupled with significant and steady increases in traffic on our roadways has cemented Lind Outdoor as the dominant mass medium in much of this market area. Lind billboards are a powerful and proven tool that target all consumers from all walks of life. Lind billboards reach northern Ohio consumers when they are out of their homes and most likely to make buying decisions.