iHeartMedia 2009 Annual Report Download - page 10

B
illboards
Our billboard inventory primarily includes bulletins and posters.
Bulletins. Bulletins vary in size, with the most common size being 14 feet high by 48 feet wide. Almost all of the
advertising copy displayed on bulletins is computer printed on vinyl and transported to the bulletin where it is
secured to the display surface. Because of their greater size and impact, we typically receive our highest rates for
bulletins. Bulletins generally are located along major expressways, primary commuting routes and main
intersections that are highly visible and heavily trafficked. Our clients may contract for individual bulletins or a
network of bulletins, meaning the clients’ advertisements are rotated among bulletins to increase the reach of the
campaign. Our client contracts for bulletins generally have terms ranging from four weeks to one year.
Posters. Posters are available in two sizes, 30-sheet and 8-sheet displays. The 30-sheet posters are approximately 11
feet high by 23 feet wide, and the 8-sheet posters are approximately 5 feet high by 11 feet wide. Advertising copy
for 30-sheet posters is digitally printed on a single piece of polyethylene material that is then transported and
secured to the poster surfaces. Advertising copy for 8-sheet posters is printed using silk screen, lithographic or
digital process to transfer the designs onto paper that is then transported and secured to the poster surfaces. Posters
generally are located in commercial areas on primary and secondary routes near point-of-purchase locations,
facilitating advertising campaigns with greater demographic targeting than those displayed on bulletins. Our poster
rates typically are less than our bulletin rates, and our client contracts for posters generally have terms ranging from
four weeks to one year. Premiere displays, which consist of premiere panels and squares, are innovative hybrids
between bulletins and posters that we developed to provide our clients with an alternative for their targeted
marketing campaigns. The premiere displays utilize one or more poster panels, but with vinyl advertising stretched
over the panels similar to bulletins. Our intent is to combine the creative impact of bulletins with the additional
reach and frequency of posters.
Street Furniture Displays
Our street furniture displays, marketed under our global Adshel brand, are advertising surfaces on bus shelters,
information kiosks, public toilets, freestanding units and other public structures, and are primarily located in major metropolitan cities
and along major commuting routes. Generally, we own the street furniture structures and are responsible for their construction and
maintenance. Contracts for the right to place our street furniture displays in the public domain and sell advertising space on them are
awarded by municipal and transit authorities in competitive bidding processes governed by local law. Generally, these contracts have
terms ranging from 10 to 20 years. As compensation for the right to sell advertising space on our street furniture structures, we pay
the municipality or transit authority a fee or revenue share that is either a fixed amount or a percentage of the revenue derived from
the street furniture displays. Typically, these revenue sharing arrangements include payments by us of minimum guaranteed amounts.
Client contracts for street furniture displays typically have terms ranging from four weeks to one year, and, are typically for network
packages.
Transit Displays
Our transit displays are advertising surfaces on various types of vehicles or within transit systems, including on the interior
and exterior sides of buses, trains, trams, and within the common areas of rail stations and airports. Similar to street furniture,
contracts for the right to place our displays on such vehicles or within such transit systems and to sell advertising space on them
generally are awarded by public transit authorities in competitive bidding processes or are negotiated with private transit operators.
These contracts typically have terms of up to five years. Our client contracts for transit displays generally have terms ranging from
four weeks to one year.
7
TM