But as the playing field has been rather dramatically levelled, there’s some excellent inspiration out there to enjoy.
A recent gem has been the story of how to get an outdoor advertising space, worth tens of thousands, for small change.
In the US, it seems advertisers are using vacant storefronts as, you guessed it, billboards.
From the NY Times:
Taking advantage of all the abandoned retail spaces in urban areas, marketers are leasing them at cut-rate prices and filling them with their ads.
At first, advertisers saw storefront advertising as a poor man’s billboard — that is, a bad thing. Now, they see it as a poor man’s billboard — that is, brilliantly frugal.