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An Inside Look at Outdoor Graphics

(April 2010) posted on Tue Mar 23, 2010

This roundtable discussion sheds light on issues and trends in a variety of outdoor-advertising applications.

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By Ben P. Rosenfield

Brandon Gabriel We have a few methods of bringing that knowledge to our clients. First and foremost, we’ve created a nice template that explains the easy way to look at something: Will the prospect be a few feet away? Will the prospect be 100 feet away? We describe how the file needs to be supplied, size parameters, etc., for each scenario. And that’s a constantly changing process, because materials are changing and technology is changing too.

What are you seeing in terms of the so-called greening of the graphics business?

Ryan Westfall It has definitely changed a lot of things. We have to keep a much closer eye on our manufacturing processes to ensure environmental sensitivity than we did 20 years ago. Our plant is a lot more worker friendly now. The UV generation of inks has made things really clean. The way we dispose of our inks and vinyl has changed too.

Judd Morgan There has been a bit of a stall in terms of R&D in the digital-print world. Of course, UV was the next big tech breakthrough, and greening of the whole industry was big—that is, until printers could no longer upsell those types of products in this market. So that has really slowed the greening of our industry.

Brandon Gabriel A lot of our clients are very conscientious about sustainable practices. Several have adopted some form or process for sustainability. A lot of things come into play there: the lifespan of the project, the budget, the turnaround time, and expectations. We try to provide the option, and that’s what we’ve been doing as a company for a long period of time. We offer alternatives that will benefit our clients, and nine times out of ten, our clients are very receptive.

What do you see in the future of outdoor graphics?


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