ABSTRACT
In 1924, traffic expert Miller McClintock began to wonder whether automobiles had changed markets permanently. “Stores that were once remote may now be close in the element of time,” he wrote. “In a very real sense no merchant’s plant stops at his property line. Rather, it extends out and along every street and artery of travel to the home of his most remote potential customer.”1
He articulated the central issues that the outdoor advertising industry had yet to master fully: if the audience defines the market, and if the audience is mobile, then the market is also mobile.
