The Latest Study on the Economics of On-Premise Signs from USSC - The Online Magazine for the Sign Trade.
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October 21, 2015

The Latest Study on the Economics of On-Premise Signs from USSC

Bristol, PA - - The United States Sign Council Foundation announces a new study by Duke University Professor of Economics, David McAdams; THE ECONOMICS OF ON-PREMISE SIGNS. This study discusses the relationship between the economics of sign regulations and game theory. It answers the question - - are signs and economic activity all just one large zero sum game. In addition, a companion paper that serves as an introduction to the entire subject of game theory and sign regulation has been written by Richard Crawford, USSC Legislative Consultant. It is entitled INTRODUCTION TO GAME THEORY AND ON-PREMISE SIGN REGULATION.

Both publications are available to all via a free download at the USSC website: Hard copies can be purchased at nominal charge by ordering on-line.

The industry will find that Professor McAdams’ report is the first of its kind for the on-premise sign industry.

The report introduces a new way of looking at signs and sign regulation by using a different vocabulary - - a vocabulary derived from game theory principles.

This new study advances a win-win scenario or positive-sum game, where there is no detriment to other sign owners and the community when signs are of adequate size. This has never been done by the sign industry.

The positive-sum game finds that, with adequate signage, sign owners can create legitimate new demand for goods and services. An individual sign owner’s revenues can go up as consumption is stimulated as a result of an adequate sign, yet revenues of other sign owners will not go down.

Many towns retain false assumptions in regard to on-premise signs and economic activity, and the sign industry now, with this study and its companion piece, has a means to address this situation, in a scholarly and definitive fashion.

The United States Sign Council is an association of sign professionals dedicated to providing research and education to all who are involved in the sign industry. Membership is open to any person or firm concerned with the advancement of the sign industry, particularly as such advancement impacts professional growth, positive public perception, and on-going educational and training programs. Contact the USSC at 215 785-1922 or

United States Sign Council
211 Radcliffe Street
Bristol, PA 19007
Phone: 215-785-1922
Website URL:

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