The Minicom Interview

This week the Minicom Blog speaks to Katy Bachman from MediaWeek. Katy is responsible for the Out There segment which looks at digital signage.
Katy is a senior editor of Mediaweek, specializing in local media since she joined the magazine nearly 10 years ago. Prior to Mediaweek, Katy's journalism credits include Radio Business Report and Direct magazine. Journalism is Katy's second career. Her media career began at ABC, where she managed employee communications. She moved on to media research as director of advertising and promotion for Arbitron. Katy would rather talk than write and has appeared as a media expert on several radio and TV programs including CNBC, Fox News Channel, MSNBC, NPR, and WABC in New York.

Minicom Blog: Hi Katy. Nice to speak with you.
Katy Bachman: You’re welcome.

MB: How did the digital signage segment come to be?
KB: We wanted to try and find out why buyers and advertisers hadn’t allocated more of their budget to digital signage. The industry is experiencing 7-8% growth and yet something is holding these guys back. We wanted to see what Out of Home can do to get a larger slice of the pie?

MB: Come to any conclusions so far?
KB: There is currently a lot of fragmentation. Hundreds and hundreds of companies are doing digital signage and this is something which could put potential parties off. Measurement is another issue. It needs similar definitions used to evaluate as what radio and television does. Notwithstanding they love OOH and the opportunities it creates. Unlike other mediums it reaches the point of purchase and it is dynamic which can create the element of surprise. It is an engaging medium and the interactive potential only makes it more attractive.

MB: Where do you see the industry heading?
KB: Consolidating. As I mentioned before there are hundreds of companies and there is no way they can all exist. Networks could come into place with companies buying other companies. The fact that big television networks such as ABC and CBS are already involved is a real tipping point for the industry and gave it the visibility it needed. Once the few issues such as measurement are sorted out this medium where you can change the message quickly will become the way to go. To be able to reach the costumer whenever and wherever you want is very powerful.

MB: Thanks for speaking to us Katy.
KB: My pleasure.