The Billboard Mastery Podcast

When deciding whether or not to build or buy a billboard – or even what type of billboard – the big decision maker needs to be the rate of return. In this Billboard Mastery podcast we're going to explore how to determine the rate of return, what's normal in a good billboard deal, and why that one item should be your ultimate decision maker.

It’s a common theme for businesses that are in financial trouble to commit to huge ad campaigns, even though they have little intent to pay for it. Their theory is that with such a “Hail Mary” gamble they might pull themselves back from the brink of bankruptcy. In this Billboard Mastery podcast we’re going to review what this type of situation looks like and how to protect yourself from it.

It’s one thing to build a billboard and something entirely different to maintain access to it. In this Billboard Mastery podcast we’re going to review everything you need to know about getting and keeping access to repair lights, install ads, and keep tabs on your property.

One of the oldest styles of billboard structures in America are what are called “roof mounts” – signs that are physically built into roofs of buildings as their structural support. Dating from around the 1920s to 1960s, most cities will no longer allow you to build these, but they sometimes come on the market to buy. In this Billboard Mastery podcast we’re going to review the history of this type of sign and what you need to know if you are looking at buying or operating one.

Whether it’s monopole, I-beam, or telephone pole, every billboard begins with digging giant holes in the ground. And there are many things that can happen when you dig a hole, and many things you can hit below the earth’s surface. In this Billboard Mastery podcast we’re going to explore the lessons learned from digging hundreds of such holes.

At The End One of the key features to a successful billboard ground lease is not what happens at the start of the lease, but what happens at the end. In this Billboard Mastery podcast we’re going to review the strategies regarding how to handle what happens at your ground lease’s conclusion.

Some billboards have no lights, and others are lighted from dusk until midnight. But in rare cases, some signs are lighted from dusk until dawn. In this Billboard Mastery podcast we’re going to review the reasons and complications of lighting billboards all night.

There is a maximum level of net income that every billboard can attain, but few hit those numbers. In this Billboard Mastery podcast we’re going to explore the normal categories of revenue and expense maximization that every sign should adhere to, along with tips on how to get there.

In the advertising business, bigger is always better – but sometimes “big” is not an option. City and state laws can sometimes alter the playing field with only small signs possible. In this Billboard Mastery podcast we’re going to review the playbook on making money with tiny signs.

Some cities allow new billboards to be built, while others don't. And when new billboards are banned in a city you have to make a decision whether to give up or attempt to get a variance. In this Billboard Mastery podcast we're going to explore how to make that decision and how to successfully obtain a variance for new construction