Billboard companies consolidating

Every ground lease and every advertising lease was virtually hand-to-hand combat to obtain.

When I sold to Universal Outdoor of Chicago in 1996, I was suddenly rewarded for all that work in one giant windfall.

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“There is a lot of value for our overall footprint when you put the two businesses together,” CBS Outdoor Chief Executive Jeremy Male said in an interview. The deal doesn’t include Van Wagner’s sports, experiential or aerial businesses. Male notes billboards are the “last mass medium” to broadcast a message — consumers can’t skip over out-of-home ads the way they can fast-forward through commercials using digital video recorders — billboards still represent a very small portion of major marketers’ ad dollars.But I “endeavored to persevere”, as Teddy Roosevelt would say, and I was able to stick with a pace of building two billboard faces per month for about 15 straight years.

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