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From VOA Learning English, this is the Economics Report.
Billboards, signs and posters continue to be an important way for business owners to advertise their goods and services. But some of these signs are not stuck in the grass or hung up on a wall. Instead, they are in constant motion thanks to workers known as sign spinners. People spin signs of all shapes and sizes, in all directions, to attract the attention of walkers and drivers alike. Horacio Moreno has been spinning signs for five years. He says he has fun doing it, and does not have to worry about having a boss tell him to do his job better. He works for Arrow Advertising. Michael Patterson opened the company’s Washington office in 2001. He says 12 years later, the company is in 11 countries and 49 cities. Most of the advertising is for the real estate industry. To attract attention and traffic, sign spinners need to get noticed. That requires that they learn a few tricks, as well as the basics of how to spin a sign. Some spin signs on their fingertips, while jumping and dancing. Some throw the signs high up in the air, pass them between their legs or twirl them around their bodies.
Arrow Advertising offers classes to help high school students in the area master those skills. Most of the students are young men, but not all sign spinners are male. Sign spinning is not as easy as it might look. And there are rules for effective sign spinning. For example, if you do it too fast, no one can read the message, which defeats the whole purpose. Michael Patterson says being energetic and creative is the secret behind sign spinning as a growing movement in advertising.
