SPRINGFIELD, MO – Pioneer Outdoor has acquired several billboard assets from Watkins Outdoor Advertising. The deal consists of 7 Daktronics digital faces and one static billboard face, all located in Springfield MO. Pioneer Outdoor continues to grow their digital presence, having already been the largest digital billboard provider in Springfield, MO, now with 27 digital faces in the city and a total of 36 digital faces in the Springfield, MO DMA.

In 1952, Lester E. Cox purchased a small billboard company in Springfield, MO of which Lester’s son-in-law, Jack Lipscomb, would take over in 1958. Jack’s son, Larry Lipscomb, joined the business in 1974 and was promoted to president in 1989. Pioneer Advertising would become the largest billboard provider in Missouri, with over 3,000 billboard faces and was later sold in 1997 to Lamar Advertising. Larry and his son, Stuart, started Pioneer Outdoor in 2011 to build a business together with Stuart initially overseeing sales before being promoted to President in mid-2019.

Pioneer Outdoor was formed in 2011 after buying a selection of billboard assets from Greg Watkins, who had been in sales for Larry Lipscomb at Pioneer Advertising decades before. Through acquisitions and organic growth, they used their knowledge of the outdoor advertising business to build the company into what it is today.

There were not brokers involved in the transaction.  Stu Lipscomb tells Insider that Pioneer has a long history with Watkins and that the two have been friendly competitors.  Watkins retains 9 static faces and one digital billboard.

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