|Headquarters||Baton Rouge, LA|
|Key people||Kevin P. Reilly, Sr. (retired CEO), Kevin Reilly, Jr., CEO, and Sean Reilly, COO|
The Lamar Advertising Company (NASDAQ: LAMR), based in Baton Rouge, Louisiana, is a provider of billboards, transit advertising, and highway logo signs. Founded in 1902, Lamar currently operates over 150 outdoor advertising companies in more than 40 states and Puerto Rico. Lamar has over 70 transit franchises that reach driving audiences across the United States, Canada and Puerto Rico with billboards, digital billboards, bus shelters, benches and buses. Lamar is also the nation's leader in the highway logo sign business with operations in 19 states and the province of Ontario, Canada. It has been the largest outdoor advertising company in the United States and Puerto Rico since 1999.
A simple flip of a coin in Pensacola, Florida, landed Charles W. Lamar, Sr. the opportunity of a lifetime. In 1908, when Mr. Lamar and J.M. Coe decided to dissolve their three-year partnership, a coin toss was used to divide their assets: the Pensacola Opera House and the Pensacola Advertising Company, the small poster company created to promote the Opera House. Mr. Lamar lost the toss and was left with the less-lucrative poster company, which he renamed Lamar Outdoor Advertising Company.
Over the course of the next century, Mr. Lamar and his descendants built Lamar Advertising from a small sign company on the Gulf Coast into one of the largest providers of out-of-home advertising in the nation.
Current chief executive officer Kevin Reilly Jr., the great-grandson of Charles Lamar Sr., was appointed to succeed his father, Kevin P. Reilly, Sr., who served in the Louisiana House of Representatives from 1972-1988. Since that time, Lamar - now based in Baton Rouge -- has entered into a new phase of growth and diversification, including its expansion into the interstate logo business and its recent introduction of digital billboards.
In 1996, Lamar made its first public offering of stock, which began trading on the NASDAQ exchange under the symbol LAMR. In 1999, after completing its $1.6 billion acquisition of Chancellor Media, Lamar became the nation's largest outdoor advertising company, measured by number of displays.
In 2005, Lamar generated revenues of more than $1 billion for the first time. Its 3,300 employees are spread among more than 150 offices in the United States, Canada, and Puerto Rico.
Bulletins- Bulletins are the largest standard-sized form of outdoor advertising located on highly visible locations such as expressways and primary arteries. Bulletins are commonly used as directionals to reach those traveling long distances and direct them to the nearest locations for restaurants, lodging, fuel, etc.
Tri-Visions- A Tri-vision is an advertising display (usually bulletin size) with which, with the use of a triangular louver design, copy for three different advertisers can be displayed in a pre-determined sequence of moving panels.
Posters- Posters are smaller 12'x24' boards that are usually purchased in a "poster showing"; a predetermined number of posters within a given market. Posters are used to blanket a market with a message and because of their smaller size, aren't limited to highways and interstates.
Junior Posters- Junior Posters, usually 6'x12', are smaller posters that are able to be placed where posters or bulletins could not.
Digital Displays- Digital Displays are computer controlled electronic billboards. They transmit light through Light-emitting diode (LED) Display technology. The board holds a message for up to 10 seconds before the next message is displayed. Digital Displays are very flexible: capable of being changed weekly, daily, or hourly with an email. These boards are often used to advertise special promotions, one-day sales, breaking news, price points, etc. Lamar also cooperates with state and local agencies to display local weather warnings and Amber Alerts.
Digital Posters- Digital Posters are smaller digital displays that are either 10'x21' or 10'x36'.
Wallscapes- Wallscapes are large and elaborate, non-standard structures custom-designed to gain maximum attention through eye-catching special effects such as: neon tubing, fiber optics, giant back lit panels, hydraulic movement, video screens, message centers, three-dimensional sculpted features, incandescent lamps, strobes, giant transparencies and computer graphics.
Buses- Buses are wrapped in a variety of ways to suit advertisers' needs and act as "mobile billboards" traveling throughout the busiest portions of metro areas.
Shelters- Transit shelters are distributed along bus routes throughout a market and feature displays that contain advertisers' messages. These displays are back lit for night viewing of a message.
Benches- Benches are located at bus stops within metropolitan areas at high traffic intersections. Placed at eye-level, the ads that cover the back of them are visible to pedestrian and vehicular traffic.
Station Domination- Station Domination occurs when an entire train and train station are covered with an advertiser's message.
Lamar Advertising is the largest provider of both privatized logo signing programs and TODS (Tourist Oriented Direction Signs) in the United States. After partnering with Departments of Transportation for over 20 years, Lamar now provides logo signing in 19 states and Ontario and provides privatized TODS programs in 9 states and Ontario.
Lamar Graphics is an industry leading large format printing company designed to produce a high volume of large format print jobs: most of which are used on Lamar's billboards. They offer the ability to work in a completely color managed environment from concept to production.
Lamar Advertising has used recyclable, polyethylene printing substrate in place of non-recyclable glued paper since 2006 and has recently switched from vinyl substrate to a similar polyethylene one for its other jobs. Lamar uses UV light to cure the inks printed on its substrates instead of evaporating solvents, eliminating VOC's (Volatile Organic Compounds). In addition, Lamar is reducing the energy use of its billboards by 50% by switching to a new lighting system and is currently using solar panels and testing wind turbines to add clean, renewable energy back to the grid.
By switching to all polyethylene based printing substrates, Lamar is not only using 100% recyclable materials for its billboards, but is also using ones that weigh one-third of PVC based materials which reduces the amount of fuel needed for transportation by nearly 65%. Recyclable polyethylene bags are also being used by Lamar to ship its print jobs to save both cardboard and space in trucks.
Lamar Advertising donates millions of dollars in ad space for public service announcements each year including over $34 million in 2008. With the birth of digital displays and a massive collaboration with law enforcement agencies all around the nation, Lamar has created a nation-wide, three tiered Emergency Alert System that is used to display AMBER Alerts, Emergency Alerts, and Community Alerts either locally, state-wide, or nationally.