Most billboards – but not all – have lights to make their ads legible at night. In this Billboard Mastery podcast we’re going to review all the lessons we’ve learned about lighting billboards and how to make the best decision on what type of lights to use – or if you need to use any lights at all.

There are two basic construction methods on any billboard: 1) wood or 2) steel. But which is correct? In this Billboard Mastery podcast we’re going to review the methodology to determine which type of material to use and what the benefits and disadvantages are.

A recession is defined as “two consecutive quarters of negative GDP”. With Q1 of this year at a negative 0.3%, all it will take is a Q2 negative number to trigger a recession. While many fear this outcome, I have found recessions to be great opportunities to expand your business. In this Billboard Mastery podcast we’re going to review the benefits derived from an economy in transition.

The U.S. economy seems to be slowing down, and even if it does not hit the "recession" threshold it’s important to understand what to do if it does. There is a strategy to renting billboards in tough times that revolves around certain advertisers and methods. In this Billboard Mastery podcast we’re going to explore successful "recession-resistant" marketers and how to attract them.

The difference between big companies and small players is that one never sees the opportunity and the other takes advantage of every opening. Yet sometimes the small player can start to act like a big company and completely ruin their advantage. In this Billboard Mastery podcast we’re going to review how never to have a “big company” attitude.

Sometimes – even at the last minute – a bank can suddenly change its mind and retract their offer to make a loan. What do you do then? In this Self-Storage University podcast we’re going to explore why this occurs and what the correct steps are to mitigate this potential event.

One of the most interesting types of billboard structures is the “wallscape” – in which the billboard is affixed to a masonry wall or similar fixture. By using the wall to hold the sign up, you save an enormous amount of money over a monopole, I-beam or wooden structure. In this Billboard Mastery podcast we’re going to explore how to successfully put together a wallscape deal.

Life is made up of colors and there’s a science to their selection when it comes to billboard designs. How colors interact with the human mind has been a big part of the research of the billboard industry as well as many other applications. In this Billboard Mastery podcast we’re going to explore the science of color to help create more effective billboards.

Billboards are massive and immovable. As a result, once they’re built, they’re built. Since the cost to move a billboard – even an inch – is thousands of dollars at best, it’s important to understand some simple tricks to make sure you’re not making a mistake in sign placement and construction. And that’s what we’re gong to explore in this Billboard Mastery podcast.

America is always expanding, and with that growth comes new opportunities to build billboards. In this Billboard Mastery podcast we’re going to explore the fast-expanding markets known as “exurban” and “supercommuter” and how to spot these hot advertising markets in advance.