Yesterday New Tradition announced the purchase of RSA Media’s out of home assets in Boston.  We find this transaction interesting because RSA was owned by American Tower.  Maybe the billboards-are-just-like-towers experiment was a failure.  Maybe there weren’t enough opportunities to put antennas on billboards.  Maybe 28 billboards were overlooked amidst a portfolio of 42,000 towers.  Looks like New Tradition gets some terrific assets.  Here’s the press release.

We are excited to announce the acquisition of RSA Media’s billboard portfolio in the #Boston market, marking a significant expansion of our reach in New England with 28 premium static and digital billboard faces. As the largest independently owned billboard network in Boston, this #acquisition enhances New Tradition’s product offering and elevates the value we provide to our clients and agency partners. These new assets provide unrivaled coverage throughout downtown Boston, with key locations on the Mass Pike (I-90), South Boston (I-93), North End, and Logan Airport/Sumner Tunnel, as well as Walpole/Foxboro (near Gillette Stadium), ensuring we deliver high-impact opportunities across Greater Boston. This acquisition – which adds to our market-leading Boston portfolio including the Pine St Inn, Ink Block, and Moxy Hotel – underscores our commitment to delivering high-reach and frequency media to our advertising partners and further solidifies New Tradition’s position as a market leader in premium large-format signage across the nation’s top cities. Our strategic product offering in Boston is now anchored by iconic assets/spectaculars and complemented by prime signage locations in high-traffic zones, including major thoroughfares, beautiful neighborhoods, and surrounding sports venues.