CoolSign President and Founder Lou Giacalone, Jr. Featured Speaker at Screen Forum

The Screen Forum’s New York Launch Event Focuses on the Digital Out-of-Home Transportation Sector

By Lionel Tepper

NEW YORK, NY— June 22, 20010 — The Screen Forum, a UK-based organization dedicated to information sharing and networking within the digital out-of-home industry held its first New York City event and simultaneously launched The Screen Forum USA. The event, Planes, Trains & Automobiles: Digital Signage Takes Transport, was held in association with the Digital Screenmedia Association and brought together thought leaders from advertising, media, and industry stakeholders to explore the current trends in digital out-of-home media in the transit sector.

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Following the Money and Offering Greater Reach

“It all comes down to money. It’s pure and simple. At some point, somebody has to pay for the infrastructure, somebody has got to buy advertising, and it all has to work,” said Lou Giacalone, President and Founder of CoolSign. “If we follow the money trail and look at where the money is right now, it’s all in traditional media such as television and newspapers.”

According to Mr. Giacalone, this represents one of the great conundrums of the media industry. Traditional media garner more than $100 billion in spending, yet it’s widely accepted that the money is not being spent effectively. “The DVR is knocking out commercials, channel fragmentation is reducing the audience sizes, and the newspaper audience is dying off,” added Mr. Giacalone. “All of these things combined are leaving us with a vacuum to reach the masses.”

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