Profile: Lamar Advertising Co (LAMR.O)
17 May 2013
Lamar Advertising Company, incorporated on July 16, 1999, is an outdoor advertising company in the United States. The Company operates in the advertising segment. The Company sells advertising on billboards, buses, shelters, benches and logo plates. It operates three types of outdoor advertising displays: billboards, logo signs and transit advertising displays. As of December 31, 2012, the Company owned and operated over 144,000 billboard advertising displays in 44 states, Canada and Puerto Rico, over 115,000 logo advertising displays in 22 states and the province of Ontario, Canada, and operated over 34,000 transit advertising displays in 15 states, Canada and Puerto Rico.
The Company wraps advertising copy printed with computer-generated graphics on a single sheet of vinyl around the structure. It sells individually-selected bulletin space to advertisers for the duration of the contract (usually one to twelve months). It also sells bulletins as part of a rotary plan under which it rotates the advertising copy from one bulletin location to another within a particular market at stated intervals (usually every sixty to ninety days) to achieve greater reach within that market. As of December 31, 2012, it owned and operated over 1,700 digital billboard advertising displays in 40 states, Canada and Puerto Rico. At December 31, 2012, it operated approximately 68,000 bulletin displays. The Company also operates junior posters, which are five feet high by eleven feet wide, or 55 square feet). As of December 31, 2012, it operated approximately 76,000 poster displays. The Company generally sells poster space for thirty- and sixty-day periods in packages called showings, which consists of a given number of displays in a specified market area. In addition, the Company also sells digital billboards. As of December 31, 2012, it operated over 1,700 digital billboards in various markets, which represented approximately 15% of billboard advertising net revenue. It owns the physical structures on which the advertising copy is displayed. It provides its production services to local advertisers and to advertisers that are not represented by advertising agencies, as most national advertisers represented by advertising agencies use preprinted designs that require only its installation.
Logo Sign Advertising
The Company is a provider of logo signs in the United States, operating 22 of the 26 privatized state logo sign contracts. The Company erects logo signs, which generally advertise nearby gas, food, camping, lodging and other attractions, and directional signs, which direct vehicle traffic to nearby services and tourist attractions, near highway exits. As of December 31, 2012, it operated over 38,000 logo sign structures containing over 115,000 logo advertising displays in the United States and Canada. It also operates the tourist oriented directional signing (TODS) programs for the states of Colorado, Kansas, Kentucky, Louisiana, Michigan, Missouri, Montana, Nebraska, Nevada, New Jersey, Ohio, Virginia and the province of Ontario, Canada.
The Company also sells advertising space on the exterior and interior of public transportation vehicles, transit shelters and benches. The Company provides transit advertising displays on bus shelters, benches and buses in over 60 transit markets, and it provides a range of creative and installation services to its transit advertising customers.
The Company competes with Clear Channel Outdoor Holdings, Inc. and CBS Corporation.
Lamar Advertising Co
C/O LAMAR ADVERTISING COMPANY
5321 CORPORATE BOULEVARD
BATON ROUGE LA 70808