White Papers

Digital Out-of-home Media Investor Conference Tuesday October 9th & Wednesday October 10th Bridgewaters, New York. Please click below and SAVE to your computer to open presentation.

	Digital Presentation October 2007 (PowerPoint, 11.4MB)
	Outdoor Advertising Opportunities in Micropolitan Regions (PDF, 103KB)
	The Value of Exposures Provided by Outdoor Advertising (PDF, 113KB)

Purpose

The attached two "White Papers" were authored by two scholars, Ray Taylor, PhD, John Kozup, PhD, and James P. McAndrew. Each paper has a variety of purposes. In the Value of Exposure/VIA discussions, the purpose, among many, is to provide a different, more accurate argument of the value of an outdoor advertising (billboard) exposure and point out the difference and short comings of the VIA concept as applied to the American billboard industry. Overall the goal is to perpetuate the debate and foster a productive dialogue searching for positive improvement in the value, measurement and impact of the American Billboard.

The paper, Opportunities in Micropolitan Regions, purpose is to point out that the American Billboard Industry is not confined to the top 50 or 250 markets but is everywhere across America. The billboard audience is active on Saturday and Sunday, before 5:00 a.m., after 9:00 p.m., is in Scottsboro, Alabama, Muscatine, Iowa and Owatonna, Minnesota. The American billboard audience is expansive in scope and exponentially large in audience impressions. This expansive under exploited audience has great value to advertisers and billboard companies.

The combination of these two interlocking scholarly discussions point directly to many unresolved audience and measurement questions relating to the billboard industry. Questions such as:

What is a billboard impression?
How are billboard impressions counted?
Who counts the billboard audience?
Why is it that the scholars are seldom asked for their facts?
Where is the billboard audience?
Who makes up the billboard audience?
Why is the American billboard maligned and grouped with alternative media?
Is a billboard advertising impression of equal or greater advertising value than a broadcast impression?
Does Wall Street recognize the possibility of the great growth potential of the billboard companies as the audience value grows?
Will the digital billboard display provide the path to greater audience value and understanding?
What do the advertisers and advertising agencies want in he way of research and measurement?
How can the advertisers and advertising agencies help? and,
When will the three constituencies with the most to gain, billboard plant operators, advertising agencies and advertisers ask the hard questions and in a straight forward manner, deliver the hard answers.

The debate and research has begun. Time and diligent effort will provide the answers. Please feel free to contact me at email: jimmy.mcandrew@magicmediainc.net; telephone 610-588-6700, ext. 126.

Note: The article "The Creative Heresy in Audience Measurement" authored by Erwin Ephron and Joseph C. Philport can be found at TABonline.com; telephone: 212-972-8075

Biographies

James P. McAndrew, "Jimmy", has 30 years of outdoor advertising experience. He has worked successfully in every function found in a billboard plant. During his career, he has represented O'Mealia Outdoor Advertising, 3M National, Patrick Outdoor Advertising, The Institute of Outdoor Advertising, Criterion Outdoor Advertising and Rollins Outdoor Advertising.

In 1987, Matthew Outdoor Advertising, named for his son Matthew, was organized. As founder, owner and operator, McAndrew began his outdoor advertising company using 35 credit cards as his capital. Matthew Outdoor commenced operations in Watertown, New York. Shortly, thereafter, Matthew Outdoor expanded into metropolitan New York City and sold the Watertown assets to Park Outdoor Advertising. Matthew Outdoor grew to over 2,000 displays consisting of 30-sheets and bulletins within the greater metropolitan New York, New Jersey, Connecticut region. Additionally, Matthew Outdoor operated a 30-sheet and bulletin plant in the Pocono Mountain Region of Pennsylvania. In two separate transactions, the Matthew Outdoor Advertising assets were sold to Universal Outdoor Advertising (now Clear Channel Outdoor) and Adams Outdoor Advertising. After the sale of the Matthew assets in North America, McAndrew organized, with partners, PanAmerican Outdoor Advertising. PanAmerican is a billboard plant of 2,500 displays consisting of poster and bulletins in Panama City, The Republic of Panama. McAndrew was a significant stakeholder in Unicom Outdoor Advertising, the largest billboard plant in the Baltic States (Estonia, Latvia, and Lithuania). Unicom was recently sold to JC Decaux. Currently, McAndrew is a stakeholder in Attention Transit completing the build out of the Bus Shelter plant in Tucson, Arizona. In March of 2004, along with his intrepid group of partners, McAndrew purchased TriState Media Group and changed the name of the company to Magic Media, Inc. Magic Media operates 10,750 displays consisting of 30-sheets and bulletins of a variety of sizes. McAndrew is Chief Executive Office and Chairman of the Board of Magic Media, Inc.

McAndrew is a member of the Outdoor Advertising Association of America, Board of Directors, a Trustee of the College of New Jersey and Gill St. Bernard's School and a member of the Policy Review Committee at Villanova University.

Jimmy enjoys skiing, racing Corvettes and yachting.

Charles R. Taylor is the John A. Murphy Professor of Business Administration and Professor of Marketing at Villanova University. Additionally he is Senior Research Fellow at the Center for Marketing and Public Policy Research at Villanova. He served as President of the American Academy of Advertising in 2005 and has served on the American Marketing AssociationÕs Marketing and Society SIG Board of Directors. Dr. Taylor received his Ph.D. in Marketing from Michigan State University. His primary research interests are in the areas of advertising regulation, outdoor advertising and signage research, and international marketing issues. Taylor has been appointed to be a Fulbright senior specialist by the Council for the International Exchange of Scholars.

Professor Taylor serves on the editorial review boards of several academic journals, including the Journal of Public Policy and Marketing, which is published by the American Marketing Association, Journal of Advertising, Journal of Consumer Affairs, Journal of Current Issues and Research in Advertising, and Psychology and Marketing. He is a member of the American Marketing Association, American Academy of Advertising, Academy of Marketing Science, and American Council on Consumer Interests.

Professor Taylor has published numerous academic articles and book reviews in outlets including Journal of Advertising, Journal of Advertising Research, Journal of Marketing, Journal of International Marketing, Journalism and Mass Communication Quarterly, Journal of Public Policy and Marketing, Journal of Marketing Research, and Journal of Current Research and Issues in Advertising. These include several articles on outdoor advertising and signs in the following outlets: Journal of Advertising, Journal of Advertising Research, Journal of Public Policy and Marketing (2), Journal of Consumer Marketing, and Journal of Macromarketing.

Professor Taylor has testified to the U.S. House of Representative on the topic of the impact of outdoor advertising on business. He has also served as an expert witness in signage cases, including Harris County Outdoor Advertising v. City of Houston, Clear Channel Communications v. City of Myrtle Beach, Lamar v. City of Vicksburg, and Borden Park, L.P. v. City of San Antonio.

Professor John C. Kozup is the Director of the Villanova University Center for Marketing and Public Policy Research as well as an Assistant Professor of Marketing at Villanova University. Professor Kozup's research interests lie in the area of marketing and public policy issues, topics related to corporate social responsibility and ethics from the consumer's perspective, and information processing characteristics of consumers. His work has appeared in such journal outlets as the Journal of Marketing, Journal of Public Policy & Marketing, Organizational Behavior and Human Decision Processes, Journal of Consumer Affairs, Journal of Consumer Policy, and the Journal of Applied Social Psychology. Professor Kozup has also presented his work at various professional conferences and published his work in the conference proceedings. These include the American Marketing Association's Marketing and Public Policy Conference, the Association for Consumer Research, and the American Marketing Association's Winter Educator's Conference.