The more you buy, the better the price. I was quoted $4000 per board in lots of 8 throughout the metropolitan areas in Texas (Houston, Dallas, Austin, San Antonio), and that's with a 50 showing. Buy 50+ of those and the price just gets better. In contrast, the price of running a full-page black and white ad in the Wall Street Journal National Edition will run you $164,000. A full-page color ad in the Wall Street Journal National Edition runs $210,000.