They say desperate times require desperate measures, so it’s interesting to see the National Newspapers of Ireland (NNI) having a shot at outdoor. In a series of half page ads in The Sunday Times in recent weeks, the NNI has tried to undermine the value of posters compared to the impact of press. The ad’s headline read: ‘In outdoor advertising you only have eight words to…’. The press lobby group further claims that people only have three seconds to convey their message and the outdoor audience is usually moving. Some years back, the NNI ran a similar print campaign in which it criticised the impact of TV ads. Can we expect the outdoor companies to react? Or will they take these jibes lying down and motionless?