Lord Sugar And The Dame

Adrian J Cotterill, Editor-in-Chief

Amscreen has recently reached an agreement with the Financial Times to deploy its ‘close proximity signage units’ to show the latest FT content at key retail locations in and around London.

Pic 1The screens, typically positioned above new FT newspaper stands, will aim to drive awareness of content within the paper.

Simon Sugar, CEO at Amscreen told us “We are very pleased to be working with the Financial Times and are excited about the innovative way they are using our close proximity signage to promote the newspaper content in real time. We are also confident that this will help to increase sales.”

The content, we are told, is being governed and funded by the FT and whilst the press release does not make explicit mention we do know that the FT is paying for everything here; hardware, software and deployment of the screens (sorry, we meant the ‘close proximity signage units’) which is the same deal that Amscreen have with ASDA and with HMV.

The content should be good of course, especially if it is broken down and displayed correctly and will include breaking news as well as the latest comment and analysis. The aim of course is to shift newspapers and so the content will want to demonstrate how the FT continues to invest in its print product.

Pic 2Greg Zorthian, President of the Americas & Global Circulation Director told us “The FT prides itself on providing readers with niche, global content 24/7. Highlighting what is underneath the cover at key retail locations helps showcase the quality of our journalism to a wider audience and brings the FT experience to life to new and existing customers.”

Any deal with a brand like the FT has to be a good deal but the technology being used and touted is of course no different to anything else that Amscreen have ever rolled out which is a shame (one size does not fit all despite what Amscreen believe).

Look back at Comtech M2M Ltd (pre Amscreen acquisition) when they told us in May 2008 (21st Century Billboards) that they had won three new contracts to supply regional newspaper groups with their digital signs at newsagents and retail outlets across the country.

There’s no doubt that newspaper groups need to do this sort of thing, hey they need to do a hell of a lot to stay relevant to today’s type of audience. This is a start but there’s so much more they could do and offer.

Who do you think might have the ear of Dame Marjorie Scardino then?

One Response to “Lord Sugar And The Dame”

  1. Bryan Crotaz Says:

    There’s one of these round the corner from our office. It looks good, the screen is at the right height and the content is good. If they could wind down the brightness of the LED it would work. The problem is that the LED is so bright you can feel your iris collapse as you look at it.

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