Data from the U.S. Small Business Administration shows that signage is the least expensive, yet most effective, form of advertising available to retailers, and is responsible for half of retailers’ customers. The International Sign Association (ISA) stresses the critical role of on-premise signage as a marketing tool for struggling retailers during this challenging economy. Opportunity abounds for entrepreneurial sign shops. Retailers that close will eventually be replaced by other stores that will need signs. Visit www.signs.org.