Nowadays, the outdoor advertising is one of the fastest growing and developing directions in the advertising. Basically, it remains the only way to reach mass segments of advertisers' target audiences. With the invention of new and modern technologies, advertisers have gained new numerous ways to deliver their ads to their target customers. The outdoor advertising on cities street furniture is one way to do it. In addition to paper or vinyl posters or even billboards placed on bus shelters, newsstands, benches, public toilets, etc, advertisers can locate on all those items digital displays. It makes advertisements much more attractive, eye catching and greatly simplifies the replacement of such ads. It allows advertisers to show their TV trailers through the outdoor advertising, which greatly increases their market visibility and advertising effectiveness. However, turning cities' street furniture and outdoor newsstands in particular into a field of activity for outdoor advertising agencies, municipalities run a risk of getting into a contradiction with public opinion and interests. That is exactly what has happened in New York City.
Outdoor local newsstands have some history behind them. Back in the nineteenth century, news boys and girls became the first news dealers and the prototype for the modern outdoor newsstands. Later on, for many people it has turned into a regular source of income and into their small enterprises. Outdoor newsstands are more than a place for people to purchase printed editions. They used to play the key part in a local social life. People used to turn to news dealers for the street direction information and other little services of the sort. As a rule, news dealers were well known and respected people of their neighborhoods. In addition to all these, outdoor newsstands are not only some pieces of the street furniture, they are people's small enterprises. Therefore, the decision of the City municipality to include newsstands in the contract for advertising on street furniture has evoked much discussion and protest in the society. People feel that such decision is not quite fair in news dealers' business regard.
Undeniably, the outdoor advertising produces much income for the City and carries out an important role in the society and business life. Nevertheless, in some cases it bereaves the streets and neighborhoods, which are our public spaces, of their unique look and atmosphere. Since instead of an exclusive design approach, advertising agencies cover them with the uniform street furniture pieces. Such approach destroys the unique New York Way of doing things.
Outdoor newsstands and other street furniture advertising have at least two very different ways for the future development. One way is with large advertising agencies, getting their contracts and turning the street furniture into hi-tech and high efficiency level advertising spots, or extending news dealers' businesses into local bureaus of information and expedition or even car rental services. This way, newsstands' operators will preserve their social function and make our public places more public.