United States Sign Council Provides Paper on "Game Theory"

A publication called "The Economic of On-Premise Signs," written by Duke University professor David McAdams, includes a treatise on "game theory," which states that better signs not only create more business for the businesses they identify, but also encourage other companies to invest in better signs, which also creates more business, which leads to higher tax revenue for the city. The study was sponsored by the United States Sign Council. A synopsis of it was published in a sign-industry trade journal,  http://www.nxtbook.com/nxtbooks/STMG/sott_201512/index.php#/92. The full report is available on the United States Sign Council website, http://www.ussc.org/USSC-publications.php