HISTORY
Why Didn't Someone Think of This Before?
When the first security pedestals appeared at the entrances and exits of retail stores in 1982, consumer product companies would occasionally use them as a vehicle for the placement of promotional messages (along with the retailer’s own). It was not until 15 years later (1997) that Coyt Karriker, then Manager of Physical Security for Food Lion Stores, decided to test-market the concept of actually selling this real estate to brand advertisers to “greet” consumers and promote products sold in the store.
A few years later, Coyt and a partner formed a company to enroll other retailers in a program to sell advertising on their security pedestals. Within the first four years, that company, known as Impact Media Representatives, Inc., successfully signed exclusive arrangements with several national/regional chains and printed advertising on pedestal insert panels and sleeves, temporarily covering security pedestals with brands such as Kodak, Unilever, Coca-Cola, Procter & Gamble and Pfizer.
In the summer of 2005, Impact Media engaged Doug Leeds, a noted in-store marketing expert, to help grow its advertising revenue. Recognizing the concept as an extremely effective way to reach mass markets, Leeds proposed that a new entity be created, based in NYC, that would re-position the concept as a new “out of home” advertising/ branding medium.
Together with a longtime friend and business associate, Jeff McElnea, they created StoreBoard Media LLC. Two additional partners, Bob Petisi and Rick Sirvaitis, joined them and on December 20, 2005, the new company merged with Impact Media so they could represent the company’s valuable retail “point-of-entry” contracts.
StoreBoard Media, now located in midtown Manhattan, has expanded the existing network of retail partners, built a nationwide sales force and is now recognized as having created one of America’s first indoor (multi-chain) billboard networks.
When most people see this product they say, “What a brilliant, simple idea. Why didn’t someone think of this before?” Well now you know, they did.