Early documentation of wildpostings can be seen in historical texts dating back to middle Europe during the 15th century, when announcements or proclamations were affixed in town squares throughout Europe to maximize exposure during market days. Starting as a method to communicate local news, as time went on, these postings were used to promote local goods and services, activism, cultural information, and directional advertising for public houses and other important venues in the area. Wildposting became so popular as an effective solution to spreading the word that, as far back as the 1890s, instructions were widely published on how to remove posters by Henri de Toulouse-Lautrec, in order to prevent damage.
Throughout the first half of the twentieth century, wildposting took over major cities such as New York, Los Angeles, Chicago, San Francisco London, Paris, Amsterdam, Berlin, Barcelona, and Milan. In the late 1960’s, Alchemy’s predecessor company, National Promotions & Advertising, powered by the music and film industries, emerged out of Los Angeles and began to consolidate the street media industry nationwide. While Star Wars proved to be a huge break for Alchemy in the late 1970’s, it was the Apple IPod’s introduction in the early 2000’s that helped to broaden out, legitimize and popularize Alchemy’s media nationwide, with industries as varied as automotive, fashion, consumer packaged goods, alcohol, travel, sports, finance and banking, and pharmaceuticals utilizing wildpostings to help drive home their brand messaging.