Company: Roland Digital Media
Markets: Tennessee
Headquarters: 2300 W. Jackson St, Cookeville, TN 38501
Phone: 931-528-8100
Roland Digital Media operates a a plant of over 200 digital, trivision and static billboard faces in Middle Tennessee. In addition the company has a brand consulting and website design business (you can tell because the company’s website is well-organized, simple to navigate and easy on the eyes). Roland Digital Media is an operator associate in the IBOUSA. Dave Roland is the company’s founder. Roland Media uses a bright red logo and Roland is fond of saying “a sign without red is dead”. Insider talked with Roland last week.
Dave, how did you get into the out of home business?
After failing in my first job out of college as an engineer, I asked God for something creative and that I could make a living at. Not long after that, a lady asked me to make a sign for her. We installed our first sandblasted wood sign on January 1, 1984. I did not even know what sign paint was. In October of that year, we went full time in the commercial and electric sign business. At that time, I had never even been in a sign shop, but desire, enthusiasm and long hours will make up for a lot of mistakes. We saved our money, lived on a shoestring, and put $80,000 in the bank. In April 1987, we constructed 3 double-faced, monopole boards. In October of that same year, we borrowed our first $100,000 the day after the stock market fell 500 points. We, like others thought the world was ending, however 30 months later, we paid it off.
Who’s digital signs do you use and what have you learned?
We did about three years research before deciding to go with Watchfire in 2009. Reliability, minimum downtime, technical help, overnight shipping on parts and ease of use are the most important factors as most of our business model is based on digital. We have screens #31 and #32 (all 32 are Watchfire) on order for next month. Up front cost is least important…A less expensive display is useless if you can’t keep it running.
Have you used any of the automated programs for selling billboard space (e.g. Blip, Fliphound or Adquick)?
No… I am sure that we will in the near future.
As a young boy, I had two main interests, Cars and Advertising… I collected old signs before they were “cool”. My first car was a ’67 Mustang Fastback which was purchased for $450.00 in 1974 by washing dishes @ $1.60/hr. Today we have our vintage cars, trucks and advertising displayed in a working garage / 50’s Texaco Station / event center next door to our shop… It is very obvious that my wife Diane has been most supportive over the last 30+ years and let’s me get away with a lot…
I am very thankful to be able to make a living at the things I have enjoyed my entire life…
Tell us about your interest in classic cars and vintage advertising. 
