Every market is different and can have a lot of variables that contribute to demand. If there aren’t many available options nearby, it can be much easier to fill that space.

For us, it hasn’t always been an easy paper route. We have found that many of the typical interstate advertisers who wanted directionals wouldn’t buy digital because they are not up 24/7. They were not all that interested in the flexibility of digital. We had to really fight against their perception that there is diminished value in sharing space.

Also, our local customers who were on our in-town digitals didn’t necessarily want the transient audience of an interstate sign.

So, it seemed that our potential pool of potential customers just kind of shrunk.

I will say, just because something is harder, doesn’t mean it isn’t worth doing. If you have a good spot and are willing to hustle to keep it rented, I say do it.

I have seen operators in larger markets with multiple interstate units do very well. I think because they attract larger customers, buying multiple units in a network or in a group – more like a “showing”.

I can say that we have done best with the interstate boards when we sold it that way – but packaging them with other in-town units.

Lastly, if someone has good advice as to how to market single interstate digitals, I would love to hear it.   Billboard Insider would like to hear your thoughts as well.  Email davewestburg@billboardinsider.com or use the form below.

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