Berlin has renovated some of its early say notice boards and advertising columns. The original „Litfaßsäule“ has already the round column shape where you clued a poster on the sirface so that it was visible to several persons interested to look and read. After more than 150 years after its invention, Berlin has digital advertising columns which resemble the original Litfaß design. Rather than the spectator walking around the column, the column now turns around in a steady manner so that nearby you can see the whole advertising content from all points in the neighborhood. Simple change, but a remarkable improvement in the reach of the advertisement. Retro-lighting increases the duration of the effects as well. Mass communication and commercial innovation can sometimes just improve on an existing marketing channel, and still reach a specifically targeted audience.
