Media Planet DOOH primer out with USA Today

March 20, 2009 by Dave Haynes

Lyle Bunn has been working on a special publication on the industry for a while now, and 750,000 copies were printed and distributed in four target US markets today via USA Today.

The 16-page supplement was pulled together by Swedish specialty publisher Media Planet, with Lyle as editor and the assistance/guidance of the Digital Signage Association.

It’s more or less a pay-to-play piece that, understandably, puts the interview and feature emphasis on the companies that bought display advertising space in the publication,. But Lyle also cast a wider net and quotes lots of people, like Rob Gorrie and Suzanne Alecia, who aren’t advertisers. It’s also very much skewed to a potential business audience as an industry overview and primer, so people who’ve been around this space for a while aren’t going to learn a whole bunch of new things.

That noted, I did learn there are still more companies in this space that I haven’t even run into yet, and some are advertising in this supplement.

You can download the Media Planet – March 2009 – Your Guide to DOOH supplement off of Lyle’s Web site. It could serve as a very useful primer to customers who are new to the industry, as long as you are comfy with them seeing ads for some of your competitors.

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