Bulletins
Bulletins are the largest and highly impactful standard-sized out of home media. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to vehicular traffic but often to pedestrians). Bulletins afford heightened visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments.
• Primary Uses
• Case Studies
Houston Dynamos
EMBARQ
Applebee's
• Availability
• Research/Market Information
• Method of Purchase
• Specifications
• Production
• Preparation of Artwork
• Extensions
standard rotary bulletin
Primary Uses
High impact and high circulation for many kinds of products and services to reach consumers within and between markets.
Rotary Bulletins
Rotary bulletins are moved to different, pre-approved locations periodically to give broad market coverage.
Permanent Bulletins
Permanent Bulletins afford dominant coverage of high traffic at fixed locations; advertising remains at location throughout contract duration. Also used for directional or selected geo-demographic coverage purposes.
Availability
Virtually all markets (cities/towns/connecting highways and expressways) in all states except Hawaii, Alaska, Maine and Vermont.
Research/Market Information
Circulation verification by TAB (Traffic Audit Bureau).
Reach and frequency can be calculated using several accepted media software programs.
Method of Purchase
Bulletins are sold in two ways:
Rotary Bulletins
Usually purchased in multi-month contract; moved to new locations every 60 days.
Permanent Bulletins
Purchased and priced individually, predicated on location and audience delivery. Contracts are generally for 6 months or longer.
In both cases, shorter contract periods are possible.
Specifications
Overall Size
The most common bulletin sizes are shown below. However, there are specially constructed "spectacular" bulletins with elaborate features and embellishments, such as backlighting, which can be negotiated individually.
The most common live copy area sizes are:
Common
Standard
Sizes 14' H x 48' W
10' H x 40' W
10'6" H x 36' W
Common
Spectacular
Sizes 20' H x 60' W
16' H x 60' W
Maximum extension: 5'5" for the top and 2' for each side.
Design
Efficient creative design is critical for visual impact. A simple design with few words provides the best impact for reaching the motoring public.
Production
Painted Bulletins
This techniques is rarely utilized today. Artwork should be received by plant operator 60 days before a posting date. Rendered by skilled artists and painted, the artwork scale should be 3/8" or 1/2" = 1.
Printed Bulletins (Opaque PVC Vinyl or PE plastic)
The most common technique for producing bulletins, durable and long-lasting flexible vinyl facse present a uniform appearance with good color and art fidelity. Vinyl or plastic bulletins must be supplied to plant operators at least ten working days prior to the posting date. The material is usually produced on one sheet and stretched over the face of the structure. A 4" pole pocket contained within the bleed on all for sides are required.
The vinyl coated polyester weave and polyethylene plastic used as a bulletin substrate varies in weight and density, depending on its application. Typically, billboard flex is a lightweight material; its strength derived from the structure it wraps. It tends not to be fire retardant and is between 8 and 12 oz. a square yard. There is a heavier 18 oz. material which is fire retardant and is more typically used for interior signage and in situations where flame spread and smoke density are an issue.
Inks
Weatherproof/waterproof with sufficient UV protection.
Preparation of Artwork
Traditional Mechanicals
The layout size for 14' x 48' bulletins is 7" high x 24" scaled 1/2" to 1' wide. A tissue overlay noting special embellishments and colors and, if a photograph is used in the design, an 8" x 10" or larger color photograph should be provided with a color copy of the layout.
Digital Files
Supplied at 300 dpi with a printout. The preferred layout sizes are 3/8" or 1/4" scale. Screen and printer fonts should be included as well as all image files. Low resolution images are acceptable for placement only. Supply original transparencies or hi-resolution scans. All images and art files provided should be saved in CMYK mode, and as EPS or TIFF format with an accompanying color printout of the layout.
Extensions
To increase the impact of bulletins, extensions (cutouts that extend beyond the basic shape of the structure) are often used.
Extensions or cut-outs may be added around perimeters often with a one-time charge per square foot with a once-a-month maintenance charge.
Depending on local restrictions, extensions or cut-outs may be aded from 5' to 5'6" at top, 2' at side and 1' at bottom. Extra space cost is comparable to print media foldouts or inserts.