May 2026 Newsletter

Wallscapes are one of the most interesting niches in outdoor advertising because they combine two things investors like: large advertising space and relatively low structural cost. Instead of building a freestanding sign from steel, concrete, and poles, you are using a wall that already exists.

Some cities allow new billboards to be built, while others don't. And when new billboards are banned in a city you have to make a decision whether to give up or attempt to get a variance. In this Billboard Mastery podcast we're going to explore how to make that decision and how to successfully obtain a variance for new construction

Railroad property has always had a strange connection to the billboard business. Long before highways became the main audience, signs were placed where train passengers could see them. Today, the more important issue is not history. It is the lease.

Hyperbole is typically gaslighting with words, but in the billboard business it is more commonly done with numbers. In this Billboard Mastery podcast we're going to review methods of presenting numbers to get the desired results

A billboard can have the right location, the right advertiser, and the right traffic count, but still fail if the height is wrong. Too low, and a roofline, tree, sign, or overpass can block the face. Too high, and the structure may cost more than necessary. The goal is not simply to build tall. The goal is to build high enough for the ad to read cleanly from the road.