Vintage Advertising Posters, Collecting or Investing or Both?

This is what the president of Swann Galleries in New York USA, Nicholas Lowry, said about posters. “The great thing about posters is that they are accidental art. They were not meant to be saved. It’s meant to be advertising, to be rained on, torn down or plastered over. That’s the beauty of it.”

Posters are one of the most collectible of collectibles and none more so than the vintage advertising poster.

Vintage advertising posters can be found on walls where once there was fine art. Some of these vintage posters can fetch as much as fine art at auctions and sales and are very sort after.

These posters were the first advertising done to the masses and the graphics and artwork were meant to grab the attention of passersby. They were used to advertise a product or an event and meant only to last a few weeks.

There have been records set in recent times for rare advertising posters from the Art Nouveau (1890-1914) and the Art Deco (1925-1940) periods, they have increased dramatically in value over the last 10 years or so.

Vintage advertising posters can often be confused with photographic reproductions. The reproduction posters were created without any input from the artist. This type of poster is not a vintage advertising poster but if you cannot afford the real thing then you may be able to have your favorite on your wall for around $20 to $50. Many people collect these reproductions of these vintage advertising posters and who knows, one day may be worth so much more too. Who would have thought the posters made back in the late 1800s would be worth so much today.

$250,000 is the highest price ever paid for a vintage advertising poster. that was for the first one designed be the famous French artist, Toulouse-Lautrec back in 1891. This price was paid in New York in 1999 at Poster Auction International.

A vintage advertising poster must feature original artwork, With modern technology today, there are many copies and forgeries. Most forgeries of vintage advertising posters are photographic reproductions not lithographic prints and with careful scrutiny can be detected.

To help detect a forged vintage advertising poster, Louis Bixenman, director of the International Poster Fair said “look at the borders. If you see at the edge, what looks like a tear but you can’t feel it, be suspicious. take an ordinary magnifying glass, if it has a dot pattern, it’s a photo offset”

That’s is a very good tip as the unknowing area always the ones to be taken in. If you have some idea what to look for, then you are more that half way there.

Collecting vintage advertising posters may be out of price range for many but there are still some bargains to be had, you just have to keep looking.

Why Does TV Advertising Cost So Much?

What is the first thing you do when you get home from work? If you’re honest, you probably switch on the TV (although if you have kids home from school the TV is likely on already). Since black and white images first beamed into our living rooms we’ve been endlessly entertained by the rapidly evolving TV industry. And since the very first broadcast, companies have been vying for attention with ever more creative TV ads. TVs are the most pervasive device in the home, which makes television advertising the most sought after medium, despite the notoriously high advertising costs.

But why is it so expensive?

For starters, you need to hire an advertising agency. Unless your business is TV you probably don’t know what makes television ads tick; you’re also unlikely to have all the relevant facts and figures at your finger tips. Advertising agencies make it their business to know the minutiae that make ads work; such as viewership for particular channels at particular times. Agencies don’t come cheap, but if you want to get your advertising campaign right the cost is worth it.

If you don’t fancy relinquishing total control to an agency you will still have to hire some professionals. For example, you’ll need a script writer, actors, cameramen, light technicians and a director. Then there are other pesky details, such as hiring the venue and caterers and sorting out clothing and accessories. It’s also a good idea to get some input from someone who understands what is and isn’t allowed in an ad; all the legal ramifications. You can see the costs escalating (and why most people choose an advertising agency or media buyer, as all this is included in the fee).

Even if you’re going to be the star of your ad and are confident enough to write your own script most of the costs mentioned above still apply.

Then there is the small matter of buying airtime. According to an article on bizmove.com, the cost of your TV advertising campaign is dependent on two things: the viewership of the programme and the timeslot. Prime time ads, which can be anywhere between 18:00 and 23:00 (a lot depends on the station), will cost a great deal more than ads during the middle of the day. But mid-day slots might suit you, especially if you’re targeting stay-at-home moms or the retired age bracket. Advertising during high profile events, such as sports world cups, will also cost you more than during regular viewing.

Finally, your budget needs to stretch to multiple viewings. No TV ad, no matter how well produced, is effective if it’s only aired once. Advertising experts say that people need to see an ad between five and seven times for it to get their proper attention. But because people don’t always concentrate while ads are on, you’ll need to run it between three and four times a day for several days (read weeks) for it to work.

TV advertising certainly has its advantages, but unless you can afford an extended campaign the costs will outweigh the returns.

Outdoor Advertising In Bars And Pubs

Bars deliver a huge youth orientated audience, which is increasingly difficult to reach through traditional media channels. An incredible 77%* of 18-19 year olds and 86%* of 20-24 year olds visited a pub, bar or club at least once in the last year.

They are central in UK society and lifestyles, where they play a variety of roles depending on the type of venue, its location and décor. Over recent years there has been a massive change in the marketplace with a definite shift from the old traditional pub to more branded chains targeting different consumer needs.

The Managing Director of Luminar, the largest operator of licensed venues in the UK, was quoted as saying “It was an absolute revolution in drinking habits, we changed hundreds of characterless boozers into thriving social centres.”

Spirit Group and Mitchells & Butler (once the Bass estate) are now the two largest managed pub companies. However, their pubs are spread across several sectors, including pub restaurants, whereas the high street is still led by JD Wetherspoon plc*, with some 500 fairly traditional pubs and 60 Lloyds café bars. Mintel’s consumer research into brands carried out for this report shows that JD Wetherspoon pubs were used by far more adults than any other bar brand.

Most Wetherspoon pubs are traditional, are not heavily branded and do not allow advertising, and it is the smaller companies which have succeeded best in creating striking young people’s venues (YPVs). Among these has been the Yates Group, with Ha! Ha! Bar & Canteen as well as the Yates Wine Lodges.

They are great meeting places for friends, couples and colleagues to discuss the latest trends and current events. Which is why many advertisers have identified pubs, bars and clubs as perfect outdoor advertising environments to not only educate potential customers about their brands but also generate a real topic of conversation among the trend-setters and opinion formers who frequent the venues through sampling, beermats and promotional activity. Lynx recently used outdoor media [http://www.admedia.co.uk/outdooradvertising/lynx.htm] in bars: posters, stickers and drinks coasters in night clubs for its Click campaign to great effect.

The recent change in the licensing laws will have a dramatic effect on the dwell times in bars, which is currently around 2-3 hours. Customers are able to spend more time in the venues than ever before, with many licensees typically opening for an extra hour or two on Friday and Saturday. This, says the British Beer and Pub Association, will lead to more varied closing times, and put to an end to the 11 o’clock last orders rush, with punters drinking against the clock and all leaving the pubs at the same time.

BBPA Director of Communications, Mark Hastings, comments: “The new licensing system has brought our very outdated drinking laws into the modern era…the change is about treating adults like grown-ups, and giving them more choice for a social life after eleven o’clock.“

The effectiveness of bars at attracting a lucrative youth orientated audience has led to a flood of outdoor advertising spend in bar media from a huge range of categories, including Telecommunications, Films, Entertainment, Motoring, Toiletries & Cosmetics, Drinks and Gaming.

O2, Warner Bros, Channel 4, Ford, Nivea, WKD and Xbox have all recognised the effectiveness of bar media at reaching this notoriously difficult to reach audience.

As a result the Outdoor advertising association of Great Britain has reported massive growth in the outdoor advertising industry year on year.

A Little Information About the Advertising Industry

Some of the main advertising jobs that you are likely to come across include account services, media planning, media buying, creative advertising services, advertising market research and advertising project delivery. Some advertising jobs require a relevant degree, but it depends on the position you are applying for. You can also complete various advertising diplomas, but do your research and make sure the one that you are doing is recognised by employers.

If you want to take on an advertising job then you will need to have good research skills. This is because you will spend a large amount of your time trying to spot new trends and researching the best places to advertise. Advertisers need to understand the characteristics of their audience and be able to predict buying habits. One of the ways in which you can start to do this is by testing customers’ reactions to different advertising campaigns. You will be surprised by just how much you can learn about the market by simply talking to people and asking them the right questions.

If you think you have the ability to take on a more senior role then you might want to apply for an advertising creative director job. The job of a creative director is to oversee both the design of projects and the written copy. They must make sure that everything fits together and meets the needs of the client. They are constantly relied upon to give creative input and to come up with innovate advertising campaigns.

Or perhaps you have a flair for sales? If this is the case then you should consider a role in advertising sales. The sales team are key to the success of any advertising agency. Advertising sales professionals are expected to grow existing business as well as landing new clients. If you have a strong knowledge of the advertising industry then you will be successful in this role.

If this article has sparked your interest in the advertising industry then you should continue building up your knowledge. Go and read some industry blogs and online publications. Participate in advertising related discussions on relevant blogs and forums and you will soon have a good awareness of the industry.