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Estimated 2002 expenditures for printed outdoor advertising at $16.7 billion.

I. T. Strategies, Hanover, Mass., estimates 2002 worldwide outdoor advertising expenditures for print were $16.7 billion. Almost 90 percent of the output was printed with analog print technologies, with screen printing the largest. Digital printing technologies (inkjet, electrostatic and electrophotography)

were about 13 percent of the market or almost $2 billion. Digital printing has accelerated the growth in outdoor advertising because its high-resolution capability has allowed near photo-quality printing. Also the short run and customization capabilities, along with the speed and turnaround time of digital printing, have allowed advertisers to cost-effectively produce customized campaigns to better target demographic groups and more frequently change outdoor signage.

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