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Retail Narrowcasting Article from Bill Collins
Reprinted with permission from Bill Collins and WBC Narrowcasting Group, LLC
This article concerns the naming of the retail narrowcasting industry of sometimes known as Digital Signage or Narrowcasting. As with desktop publishing, and non-linear editing, the retail narrowcast industry is inevitable, but what will it be called? To answer this question, Bill Collins, a consultancy and researched provider surveyed 11 retail narrowcast industry leaders, including executives at Scala, Inc. This article appeared in the November 5, 2003 Narrowcasting News from Bill Collins newsletter. Scala reprints it here with permission from Bill Collins and WBC Narrowcasting Group, LLC. To request a free subscription to NARROWCASTING NEWS FROM BILL COLLINS, send an E-mail with you name, E-mail address, phone number, company name and title to NarrowcastNews@cinci.rr.com.
What Should We Call Our New Media Networks?
Some Executives Think We Need a Brand, But Others Believe the Market Will Provide
What is in a name? For those of us in this new media industry -- which is variously called "digital signage" or "narrowcasting in public spaces," or "digital visual messaging" or "out-of-home television" or "captive audience networks" or "placed-based media" or any of another dozen or so terms -- we're not sure ... yet.
“To shed some light on this question, Bill Collins asked 11 retail narrowcasting industry leaders their views on this topic.”Even though we earn our living as communicators, the irony is that we haven't yet agreed among ourselves on how to communicate our own message in a 2-3 word moniker. But, then again, we might ask: is it really important that we reach consensus on naming conventions this early in our industry's evolution?
To shed some light on this question, Bill Collins asked 11 retail narrowcasting industry leaders their views on this topic.
