Memphis, TN – On the South Leg of the Interstate between Poplar and Downtown Memphis, you'll pass about 62 east-facing billboards. Even going the speed limit, staying in the right lane, and concentrating mainly on reading the billboards, only about eight of the 62 signs are readable. That's a waste of $2.5 million each year. A billboard that people can't read has no value.
John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com.