Company: Houck Transit Advertising
Markets: United States
Address: 1025 Tomlyn Avenue, Suite 100, Shoreview, MN 55126
Phone: 800-777-7290
Email: info@houckads.com
Advertising operates transit advertising programs with over 40 public transit systems in the Midwest and eastern United States. The company was started in 1919 by Leo Houck and is now owned and operated by his great grandson, Justin Houck, which makes it a fourth generation family owned company. Insider talked with Justin Houck about the company.
How did Houck enter the out of home advertising business?
My Great Grandfather and Great Uncle started in 1919 by placing advertising inside two buses that ran between Minneapolis and St. Paul, MN. At that time and continuing through the 1950’s transit services were privately owned and multiple bus companies operated throughout the Twin Cities metro area and surrounding suburbs. They slowly expanded beyond the metro area and partnered with the transit systems to sell advertising on buses in Rochester, Mankato, and Duluth, MN. Through the 1960’s, 70’s, 80’s and 90’s we added a few new markets but mainly focused on serving the markets we had established decades earlier. In the mid 2000’s we began a more aggressive approach to expanding into new territories. In 2000 we were serving roughly 15 transit systems in four states and we are now partnered with 40 transit systems in 12 states throughout the country!
Tell us about your plant.
From a small office suite in downtown St. Paul to a converted garage we have had multiple locations over the last 100 years. Currently we operate all of our creative, printing, production and most of our sales out of a 25,000 square foot building just north of St. Paul that will serve our needs for decades to come!
How are digital screens changing the way you do business?
We deployed our first digital screens inside high frequency and high ridership buses last year and the reception they are receiving from our advertisers and the transit system has been fantastic. It has given us another way to provide value and service to our clients and revenue to the transit systems we partner with. We are exploring additional DOOH opportunities inside and outside of vehicles as we move forward in our current markets as well as new markets.
What are some tips for running a multi-generation family owned business?
Be intentional in your planning and over communicate. We started planning and implementing the transition from 3rd to 4th generation over 10 years ago. Each year we would revisit and update our plan with all of the shareholders and leadership team. Family dynamics can always come into play but remembering that we are here to serve the team and the business helps keep everything in proper perspective.
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