The sky is not the limit; it is the opportunity for serious mass advertising. The success of banner ads and skywriting prove that. A banner ad is a streamer or billboard dragged behind an airplane over a large gathering of people. Skywriting, on the other hand, contains no printed material. The plane actually writes the message with smoke on the canvas of the sky.
Skywriting involves injecting a paraffin oil into the exhaust of the airplane. This causes a dense, white smoke to form. When it is turned on and off at the right times, this results in letters being formed and, from the ground, a message conveyed. The letters are a mile tall at times, and somewhere between 7000 to 17,000 feet in the air.
A variation of this technique has developed recently called among other things, skytyping. This is done by five or six planes at once, flying in parallel across the sky. A computer on the lead plane is programmed with the message. As the planes fly across the sky, the computer signals when each plane is to release the oil into the exhaust. The result is a series of dashes in a straight line. Each dot or dash is a part of a letter, written in disconnected lines as a flashing sign might. So while skywriting messages are made by one or two planes with solid lines, skytyping messages are made by five to six planes with dotted or dashed lines.
Skywriting and skytyping each have their pluses and minuses. One advantage to skytyping is that the message is made much quicker. A skywriting pilot can form a letter in 60 to 90 seconds while only a few seconds are needed with skytyping. This means the entire message is still visible for several minutes after it is finished. The length of time needed for skywriting means the first letters probably have drifted away by the time the message is finished.
Skywriting demands a greater skill level on the part of the pilot. He must be able to maneuver a plane in every direction to form uniform letters to make a readable message. The skytyping pilots, on the other hand, only fly in a straight line. The computer determines when the smoke is made to form the message letters.
Because skywriting only needs one or two planes, the cost is less than hiring a whole fleet of planes to make one message. Geico insurance has made the skytyping their name against the sky famous.
But both of these have advantages in common. First, the white smoke is environmentally friendly. The paraffin smoke leaves no lasting problems. Second, preparing a message is simple. No printing or design is really needed. With skywriting, the pilot must plan how he will form the letters backwards, since he is working from the top. The computer is programmed to do the work in skytyping. But with both the message can be in the air in a short time and can be repeated or changed as time and money permit.
Skywriting and skytyping also have an advantage in common with aerial advertising. All use the the sky to present their advertisement to a large attentive audience without any visible competition. This advantage has proven to be effective and well worth the skywriting cost.
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