Big Picture - August 2019 - 2

insight

There's Power
in Print

egardless of your perspective, you can't deny the power of print."

I tweeted this during my pre-relocation trip to San
Francisco last September. Our hotel just happened to
be by Union Square on the same day Nike installed its
controversial billboard of former 49ers quarterback
Colin Kaepernick. The ad above the athletic-apparel shop featured the football
player and activist's face with the words "Believe in something, even if it
means sacrificing everything." SF morning commuters and tourists stopped to
stare at, chat about, and snap pics of the giant display; and across the nation
and on all social platforms, differing opinions were shared.
Regardless of your perspective, you can't deny the power of print. The
printed work you create for billboards, buses, and building wraps has the
potential to spark an idea, create dialogue, make someone laugh, lead to the
purchase of a new product, and/or consider something in a new light. It's not
only about the revenue you earn; consider the effect of what you print, too.
Take our annual feature of our favorite out-of-home projects from the Out of
Home Advertising Association of America's 2019 OBIE Awards (see pg. 16), for
example. The David Bowie stair graphics serve as an instant reminder to add "Under Pressure" to your
Spotify playlist. The red, white, and blue bus wrap can urge a passerby to register to vote. And the supersized draft beer might make a car full of road trippers pull over for a craft brew and a slice of 'za.
For me, the Nike ad led me straight to social media. I couldn't wait to share the just-installed graphics
with my Big Picture followers. While I was busy taking pictures of the billboard and posting on Twitter, my
fiancé was taking a picture of me, taking a photo of the billboard. On his own social media, he shared the
image with the caption: "It's always refreshing to see people excited about their profession. #DoCoolStuff."
If you've ever had a conversation with me, you know I can't end the chat without adding: "We're
always looking for cool case studies to share in the magazine!" I'm so excited to see the work you
complete because it's impactful - to me, to our readers, to strangers on the street. When the prints you
create evoke emotion, change attitudes, or move someone to do something, that's the power of print.

EDITORIAL
Adrienne Palmer
Editor-in-Chief
adrienne.palmer@stmediagroup.com
Kelsey Johnson
Associate Editor
kelsey.johnson@stmediagroup.com
Anya Rao
Associate Editor
anya.rao@stmediagroup.com
Kathleen DeZarn
Art Director
kathy.dezarn@stmediagroup.com
Marty McGhie, Craig Miller,
Rachel Nunziata, Matt Richart
Columnists
Brian Adam, Ryan Clark, Terry Corman,
Scott Crosby, Michelle Gobert,
Diana Herrera, Brian Hite,
Hayes Holzhauer, Kerry King,
Robert Kissel, Chris Laniak, Stan Lucas,
Craig Miller, Nicole Piach, Carmen Rad,
Gary Schellerer, Elaine Scrima,
Jon Sherman, Reed Silberman,
James Swanson, Mark Taylor, Luis Vivas
Editorial Advisory Board
SALES
Lou Arneberg
Senior Market Strategist
East and Midwest US, E Canada
800/654-5169
lou.arneberg@stmediagroup.com
Jim Karwowski
Senior Market Strategist
West and South US, W Canada, Europe, Asia
630/474-4038
jim.karwowski@stmediagroup.com
Vernita Johnson
Directory and Classiﬁed/Account Executive
513/263-9313
vernita.johnson@stmediagroup.com
Linda Volz
Production Supervisor
linda.volz@stmediagroup.com

Murray Kasmenn
President
murray.kasmenn@stmediagroup.com

August 2019
BIG PICTURE
2

bigpicture.net

Christine Baloga
VP Marketing Operations and
Customer Acquisition

BY ADRIENNE PALMER

Michael Pence
Director of Technology

Editor-in-Chief

SUBSCRIPTION SERVICES

@Adrienne_BigPic

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Big Picture - August 2019

Table of Contents for the Digital Edition of Big Picture - August 2019