New York, NY – April 3, 2023 – New Tradition, an independent Out-of-Home media company with premier displays in the nation’s largest markets, enhances its Chicago billboard presence with their latest acquisition from Victor Signs of Chicago.

The purchase includes Victor’s two massive wall spectaculars along the Eisenhower Expressway, both of which have been coveted by advertisers for decades. New Tradition’s acquisition amplifies the company’s commitment to growth in the nation’s 3rd-largest DMA and expands its Chicago footprint to more than 30 premium bulletins and spectaculars.

Bret Richheimer, COO of New Tradition, remarked “this deal further illustrates New Tradition’s growth efforts in key midwestern markets to better serve our client’s needs. Victor Sign aligns perfectly with our portfolio and our bigger ambitions in top DMAs. We’re excited to start marketing this iconic inventory.”

New Tradition’s Chicago footprint now covers neighborhoods including: Lakeview, Lincoln Park, Gold Coast, Streeterville, River North and West, Grant Park, Lincoln Park, Logan Square, Wicker Park, West Loop, East of the Loop, Hazelcrest, United Center, Eisenhower Expressway and others.

Johnsen, Fretty & Co., LLC acted as investment banker to Victor, while McGrath North Mullin & Kratz acted as legal advisor. Koley Jessen P.C., LLO acted as lead legal advisor to New Tradition in the transaction.