Traditional newspaper billboards given digital makeover

by Rich Sutcliffe Media Week 13-Jun-08, 16:10

LONDON - Technology company Comtech M2M is supplying three regional newspaper groups with digital signs that could spell the end for traditional newsagents' bills.

The "extra...'" display systems will roll out through newsagents and retail outlets for North Wales Newspapers, Cornwall & Devon Media and the Newsquest Media Group-owned Bolton and Bury Times.

The digital signs provide up-to-the-minute headlines alongside advertising and promotions opportunities for local businesses. The new contracts follow the company's first deal in December last year to provide the signs for the Evening Standard.

Catherine Bicknell, brand development director for Cornwall & Devon Media, said the new digital billboards would help drive newspaper sales and provide new revenue opportunities.

The digital system combines, LED, LCD and GPRS technology, meaning advertising and headlines can be sent instantly to single or multiple units, regionally or nationally.

Steve Whitehead, marketing director at Comtech M2M, said: "At a time when newspaper groups are experiencing a shift in advertising spend from print to online, our system offers a valuable new revenue stream for newspapers and local businesses."