Posting

History

Posting was regarded a long time as a derivative of the press. Make out and wall cupboards, layers flying often lampoonists, by official constraint (censures) or economic (few means, therefore small diffusion) knew to find a public while being posted on the public places (clandestinely), in a way then strange. The characters, then of small sizes, thus created assemblies, consequently debates, points of meeting, whose contents of the posters were the starting point. Some share, posting is detached already from the press, as well by its contents, its pulling, as its way of being apprehended.

Gradually, it was noticed that the headlines struck with the simple passage, and impressed. The poster was gradually detached from mobility " press politique" to be transmitrice of watchwords, i.e. of short messages, that the memory can retain after a passage of a few seconds. Enlarging of the format and the characters. Posting could be used to announce a particular event, or to play the part of propaganda.

Consecutively with the enlarging of the characters, posting " word of ordre" effective becomes more graphic than literary. To usually integrate the image, the 2nd industrial revolution will have to be awaited. This time also marks the kickoff of the poster like media of publicity.

Posting like media pblicitaire (" Publicity: What is published in the cité" B.Cathelat)

began along the roads from France at the beginning of the 20th century,

- with the companies Lumi-Road, the O.T.A. (Technical Office of Posting) SFAR (French company of Road Posting), the SCAP which became Giraudy thereafter, Route and City, Affichage Strong, Lioté, Avenir, then Dauphin O.T.A. which repurchased the principal companies of road posting;

either in the form of posters affixed with same the walls all at the beginning then on panels (palisades)
or in the form of publicities painted (painted Walls) directly on the walls " pignons"

before being typically Urbain -1960 - or Rurbain -1980-, paradoxically at the time or the car fleet was quasi non-existent…

Today, the posting is media of information primarily to advertizing goal. They is mass media with an urban target and mainly young person and male, it is also the media of mobility (Those which move more - cfrt given INSEE& Ministère of Transport)

Many formats exist in each country and there are only certain world companies of posting which use same universal format (1,20x1,60 & 3,20x2,40) CBS in various countries (JC Decaux, Clear Chanel Outdoor or CBS Outdoor) through various networks " markétés" and strongly targeted according to the territories or universe. (ex: Malls, Airports, Stations, Rural Universe, Great and Small Agglomerations, Subways, Bus, Carparks, etc).

The contracts for urban furniture are concluded by the territorial collectivities, those yield for one limited duration of the concessions - with the help of various royalties to the industrialists of External Publicity, who then call upon cabinets of large designers to define furniture of public service.

- Note that the company Dauphin (Inventive concept of the Network = Package of panels at limited duration with the format 4x3, in 1963), integrated today in Clear Chanel Outdoor, obtained in 1947 the concession of the walls (blind) and grounds (waste lands) of the town of Paris, because of the exemplary control of its bill-posters under the German Occupation during the Second world war, the company at the time was dirigèe by Eugene Dauphin, called " Colonel Duc" during the resistance. - Many bill-posters were shot due to propaganda against the Nazi S.

Posting is the old regulation object. The law of July 29th, 1881 on the freedom of the press, which abrogea all the former texts, fixed a very liberal mode, while guaranteeing the prerogatives of the public authority (creation of sites reserved for administrative posting, regulation of the electoral billposting, prohibition of posting on the public edifices). Then, of the laws of 1902,1910 and 1935 ensured the protection of the historic buildings. The act says “law” of August 12th, 1943, validated with the Release, defines an applicable specific regulation in the places not being the subject of a prohibition of posting, granting broad capacities to the prefects in order to take into account the local circumstances.

The currently applicable mode results from the law n° 79-1150 of December 29th, 1979, relating to publicity, the signs and préenseignes, which constitutes, in French right, the first comprehensive approach of this form of publicity in its relationship with the environment. This law institutes an autonomous regulation of the publicity of which it defines the object and the instruments. It poses the principle of a definition concerted of the regulation by zone of publicity, on the basis of mode of common right detailed and restrictive. It defines a mixed mode of administrative and penal sanctions in the event of violation of the law. It reinforces finally the protection of the private individuals who rent at the specialized companies of the advertizing sites.

Measuring instruments of the media

The affimetry

The company " Affimétrie" manage in France since 1992 the study of audience of this media under the aegis of the C.E.S.P. The results of audience vary according to the duration of the campaigns (7 days, 14 days, 1 month, 1 year - for the Panels Long Conservation) of the number of posted sites, and selected universes. Today, only the large size and the urban furniture of the principal controls are affimétrés.

Impact of posting: Memorizing, attribution, recognition, and Effectiveness on the sales, are analyzed through many institutes: Ipsos, Sodis-Council, TNS Secodip, ect…

It is the same for the course of the eye (Eyes-Alignment) on surface of a poster or a screen plasma.

Actors of the market

Three controls dominate the market: JC inventive Decaux of the urban Movable , Clear Chanel and CBS Outdoor.

At side, more than 60 independent companies which use these media mainly to give a visibility to cultural activities, tourist and artistic.

The case of posting presses

Three main actors share the niche of posting presses:

Promap, created in 1971
Insert, born from the regrouping of the subsidiary companies of Emap and the group Hatchet in 1999 which positions like the bill-poster of the downtown areas
AAP, Filiale of NMPP, specialized on the network of the kiosks

The supports suggested by the bill-posters are varied and are generally Homothétique S with the format of the covers of magazines:

30x40, perpendicular to the sales outlet, it encourages the passer by to return in the store
60x80
the " Back of Kiosque" (120x174) is very effective for the visual shock which it causes

Principal formats and universe

large sizes: 12m ² & 8m ² in the urban areas, 4m ² in the rural areas (Clear Chanel Communications)
Movable urban: 2m ² bus shelter and mupi, 8m ² on the public domain (Senior of JC Decaux)
Subway: 12m ² Quais, corridors in 200x150 400x150 and 120x176 (Métrobus)
Stations: 12m ², 8m ² and 2m ² (Clear Chanel)
Drunk: Backs 99x83, Left sides 274x68, Right sides (Clear Chanel Communications and Métrobus)
Shopping malls: 8m ² and 2m ² unrolling (Clear Chanel)
Windows: 60x80, 40x60 and 60x160 on the windows commercial in center town (Insert)

The poster " collée" disappears little by little from the urban landscape to the profit of the poster " déroulante" integrated in electronic media which ravel on 1 to 5 posters according to crenels of duration of the message programmed.

New technologies

the poster " interactive" (chip integrated inside the poster and returning towards a mobile receiver) its appearance dice 2005.
starts to make the E-paper
olfactive posting
the bluetooth
lenticular posting
sound posting

See too

a free Poster
Posting
mobile Posting
Technical Publicity
of posting

Sites

http://www.clearchannel.fr
http://www.jcdecaux.fr
http://www.ouq.qc.ca/documents/Urbanite/affichage.pdf
http://www.mediakeys.net

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