Company: Choice Media
Markets: Texas
Headquarters: 11805 I-27, Amarillo, TX 79119
Phone: 806-352-6585
Email: Info@ChoiceMediaTX.com
Choice media operates a billboard plant in Texas. Brad and Kristie Tooley formed the company in 1992 by buying a half dozen empty billboard faces with proceeds from the sale of a rental house. Today Choice Media is one of the largest independent, family operated billboard companies in Texas with more than 800 billboard faces . The company’s markets include Amarillo, Wichita Falls, Abilene, San Angelo, Midland-Odessa, Lubbock, Waco and Clovis, New Mexico. Choice Media is an operator associate in the IBOUSA Insider talked with Brad Tooley. Choice put together three billboard layouts in support of the law enforcement community in July 2016 to speak out positively after the Dallas police shootings. Insider talked with Tooley earlier this week.
Brad, in our interview last year you said Choice is acquisition-oriented, especially in Texas and Eastern New Mexico. Is this still the case?
Definitely. We’re growing one board at a time, but always open to other billboard companies that would like to sell.
Is the oil patch starting to rebound?
It is. There are announcements monthly of larger oil companies that are coming back in, or expanding their work forces. It’s not a “boom” by any measure, but it’s moving in the right direction.
Whose digital signs do you use and what have you learned about digital?
We built one of the first digital billboards in Texas (maybe the first) in our Waco market. We use Watchfire primarily but are also purchasing some Formetco. These are both great companies.
Selling digital is more like selling radio and tv. The buys are shorter and we can give our customer “same day” service. Digital is not for every customer, but it’s a dynamic for customers that understand it and want to display a number of different messages.
What has Texas done about outdoor regulations since the courts voided parts of the States outdoor advertising code?
The legislature is currently in session and the aftermath of that “freedom of speech” lawsuit is being considered as regulations continue in place. IBO appointed a subcommittee headed up by Steve Sullens and Kris Tooley that is meeting and staying in close touch with Austin. We are thankful for their efforts on behalf of the Texas membership.
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