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| ACCOMODATION |
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Outdoor Asia started as a Quarterly in April 2002 as Outdoor Today and moved to become a bimonthly under the current name in 2005. In April 2007, the publication became monthly covering all the facets of the Out-of-Home industry. |
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close
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OAC 2012 |
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Left to themselves everything, even a seemingly organised system, tends to disintegrate and decay. It's a corollary to Murphy's law, it's the Second Law of Thermodynamics, it's one of the most fundamental laws of physics, it's applicable to the entire universe and it's a law that Albert Einstein called the “premier law of all of science”. And it seems to have become the “supreme metaphysical law” governing all aspects of the functioning of the OOH advertising industry in India today. |
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Not that things have come to a head overnight and taken the industry by surprise; it's just that the industry's internal state of affairs seems to be severely impeding it from becoming a relevant or even comparable communication alternative in the media mix. |
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The issues themselves are as old as the hoardings – policy is fickle, competition is mercenary, pricing is iniquitous, metrics are arbitrary, processes are proprietary - and currently nothing seems to be appropriate enough and/or adequate enough to help the industry compete in a world gone digital. |
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| That, then, is the status quo and has been for some time now. And to be fair to industry, numerous efforts have been made to implement incremental changes in the hope that they would eventually snowball into a significant transformation. But since the status quo doesn't seem to respond too favourably to gradual change, it may just be time leverage OAC 2012 as a platform to try and Disrupt the Status Quo. |
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