Beijing erects cheap ad sites to beat flyposting

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BEIJING -- Beijing is experimenting with a new way to clean up flyposting - the sticking of small ads to non-designated advertising sites such as bus stops, electricity poles and buildings. It has erected billboards where space will be sold at a lower than usual cost to those small businesses that cannot afford more conventional media.

Beijing Shengma Ad Co has taken the lead in putting up seven 1.5 x 2 meter advertising billboards in the Haidian District of the Chinese capital.

Within the first month, the company received bookings for over 500 ads from more than 200 clients. Each ad is charged 36 cents per day.

Guo Suyou, head of the advertising department at the Haidian District Administration for Industry and Commerce, says that more billboards will be erected in the major commercial areas of the district.

Liu Yanhua, a deputy section chief with the Beijing Administration for Industry and Commerce, says that if the move succeeds in the Haidian District, the concept will be rolled out across the whole city. So far, reports are that the new billboards are managing to reduce the city's flyposting.

Copyright July 1997, Crain Communications Inc.

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