The recent outburst by Subrata Mukherjee, the Mayor of Kolkata, against hoardings from the airport to the city would raise questions about the prospects of outdoor advertising, especially hoardings. Mukherjee feels that the sight of innumerable hoardings around the airport and the road leading to the city presents a negative impression to any visitor, and works against Kolkata’s image. He would rather have them all removed. On a rough estimate, if each single hoarding is taken into account, the lowest amount to be paid is in the range of Rs 20,000 to Rs 40,000. With advertisement taxes, license fees and the like having been hiked by nearly 300 per cent, the Corporation earns more than Rs One crore a month.