The Billboard Mastery Podcast

Before there was anger at private equity groups, data centers, and landlords, most political angst was directed at the billboard industry. And then it suddenly eroded. In this Billboard Mastery podcast we’re going to explore how the billboard industry was able to get out of the political doghouse.

Billboards are well-regarded by advertisers for their giant size and great visibility, and that makes them equally attractive to vandals. In this Billboard Mastery podcast we’re going to review some methods that allow you to minimize vandalism to your sign and the inevitable graffiti that ruins your advertisement.

There’s no better time than election season to discuss the topic of political ads and the many dangers they encompass. In this Billboard Mastery podcast we’re going to explore this thorny issue and offer some suggestions on how to avoid the negative aspects.

When deciding whether or not to build or buy a billboard – or even what type of billboard – the big decision maker needs to be the rate of return. In this Billboard Mastery podcast we're going to explore how to determine the rate of return, what's normal in a good billboard deal, and why that one item should be your ultimate decision maker.

It’s a common theme for businesses that are in financial trouble to commit to huge ad campaigns, even though they have little intent to pay for it. Their theory is that with such a “Hail Mary” gamble they might pull themselves back from the brink of bankruptcy. In this Billboard Mastery podcast we’re going to review what this type of situation looks like and how to protect yourself from it.

It’s one thing to build a billboard and something entirely different to maintain access to it. In this Billboard Mastery podcast we’re going to review everything you need to know about getting and keeping access to repair lights, install ads, and keep tabs on your property.

One of the oldest styles of billboard structures in America are what are called “roof mounts” – signs that are physically built into roofs of buildings as their structural support. Dating from around the 1920s to 1960s, most cities will no longer allow you to build these, but they sometimes come on the market to buy. In this Billboard Mastery podcast we’re going to review the history of this type...

Whether it’s monopole, I-beam, or telephone pole, every billboard begins with digging giant holes in the ground. And there are many things that can happen when you dig a hole, and many things you can hit below the earth’s surface. In this Billboard Mastery podcast we’re going to explore the lessons learned from digging hundreds of such holes.

At The End One of the key features to a successful billboard ground lease is not what happens at the start of the lease, but what happens at the end. In this Billboard Mastery podcast we’re going to review the strategies regarding how to handle what happens at your ground lease’s conclusion.

Some billboards have no lights, and others are lighted from dusk until midnight. But in rare cases, some signs are lighted from dusk until dawn. In this Billboard Mastery podcast we’re going to review the reasons and complications of lighting billboards all night.

There is a maximum level of net income that every billboard can attain, but few hit those numbers. In this Billboard Mastery podcast we’re going to explore the normal categories of revenue and expense maximization that every sign should adhere to, along with tips on how to get there.

In the advertising business, bigger is always better – but sometimes “big” is not an option. City and state laws can sometimes alter the playing field with only small signs possible. In this Billboard Mastery podcast we’re going to review the playbook on making money with tiny signs.

Some cities allow new billboards to be built, while others don't. And when new billboards are banned in a city you have to make a decision whether to give up or attempt to get a variance. In this Billboard Mastery podcast we're going to explore how to make that decision and how to successfully obtain a variance for new construction

Hyperbole is typically gaslighting with words, but in the billboard business it is more commonly done with numbers. In this Billboard Mastery podcast we're going to review methods of presenting numbers to get the desired results

When building a steel monopole structure there is an option to place the pole places except directly under the sign faces and this is called an "offset". In this Billboard Mastery podcast we’re going to explore the concept of "offsets" and what you need to know to use this tool effectively.

Clear Channel Outdoor has is selling and, if the deal closes, their stock will be delisted from the stock exchange. In this Billboard Mastery podcast we’re going to explore this massive deal and what the implications are for the billboard industry going forward.

Billboards are giant assets, often weighing in at over seven tons. The typical ad face is bigger than a tiny home. When dealing in this type of massive size, you can’t afford to make even a minor error as it’s impossible to fix. In this Billboard Mastery podcast we’re going to explore inexpensive options to take the guessing out of some of the big decisions billboard owners have to make.

DIY (Do It Yourself) seems like a great way to save money, but working on your house is a lot different than a billboard sign. In this Billboard Mastery podcast we’re going to review what you can – and can’t – apply your DIY skills to.

Some property owners are hard to work with – and some are nearly impossible. In this Billboard Mastery podcast we’re going to review some practical strategies to get deals done with the hardest negotiators, as well as when to simply walk away.

When a billboard can’t be seen from the road, its importance to advertisers is diminished or even eliminated. Yet many billboards are blocked by objects that could, with the proper strategy, be eliminated. In this Billboard Mastery podcast we’re going to explore the options to remove obstructions.

There is a time to talk and a time to listen – but there’s also a time to talk a little less. In this Billboard Mastery podcast we’re going to review when to hold back on talking and how to get straight to business in order to get deals closed.

There are few income streams more passive than owning a billboard. In this Billboard Mastery podcast we’re going to explore how you can make outdoor signs into your own version of “mailbox money” as well as strategies to get started.

Warren Buffett’s partner Charlie Munger once criticized Berkshire Hathaway’s early focus on what he called “cigar-butt” investing. Yet it’s a philosophy that also holds true for billboard signs. In this Billboard Mastery podcast we’re going to explore what “cigar-butt” signs actually are and their advantages and disadvantages.

One of the most important attributes in the billboard industry – and life – is persistence against all odds. In this Billboard Mastery podcast we’re going to explore the importance of “staying the course” and not giving up, as well as some methods to improve your steadfast resilience. 

There’s an old saying “it takes money to make money” and often times that money comes from a bank loan. In this Billboard Mastery podcast we’re going to explore how to obtain a bank loan to build or buy a billboard, as well as some non-bank alternatives.