A MEDIUM IN UNENDING CONFLICTS
The outdoor medium is one of the veritable channels of mass communication, particularly in advertising. Since its debut in Nigeria with the display of "Raleigh" bicycle and "Ovaltine" on metal signs and double crown posters in 1928, the medium has witnessed remarkable growth and knocks. Even the historic introduction of the neon sign technique by West African Publicity Limited in 1951 to flash messages across the country, beginning with the "Hercules" bicycle, has since paled when compared to the illuminated billboards and "spectaculars" of the late 1990s which turned the medium into the wonder of this phase of the 21st century. But the knocks from both within and outside the outdoor industry have gravely hampered its towering profile as an advertising medium. This paper, therefore, examines the evolution of this important advertising medium in Nigeria, the many battles that have dogged its development and proffers solutions that should put it back on its feet in order that it can effectivelyperform its role in the advertising media mix.