Billboards are a great way for companies to advertise their products to different publics. We see advertisements almost every time we drive somewhere, and billboards make advertising much easier for organizations to get their name out. Billboards are defined as, “A panel for the display of advertisements in public places, such as alongside highways or on the sides of buildings” (Farlex). In this paper I will explain the historical roots of the Lamar Advertising Company, who is all involved with this mass media vehicle, where the Lamar Advertising Company is at today with their business, and I will also explain what I have learned about mass media through this assignment.
In 1891, the Associated Bill Posters’ Association was credited with being the nation’s first association of advertisers. (Universe) This allowed the Lamar Advertising Company, formerly known as the Pensacola Advertising Company, to come about. The Pensacola Advertising Company was created by J.M. Coe in 1902. In 1905, Charles W. Lamar Sr. joined a partnership with Coe. (Universe) When they decided to end their three-year joint venture in 1908, a coin toss was used to divide their assets: the Pensacola Opera House and the Pensacola Advertising Company. (Lamar) The need that this small poster company met when it was first formed was to promote the upcoming events that were to take place in the opera house located in Pensacola, Florida, that they both had owned at the time. “Mr. Lamar lost the toss and was left with the less-lucrative poster company, which he renamed Lamar Outdoor Advertising Company” (Lamar). Unknown to Charles Lamar, this coin toss won him more than he could imagine at the time.
Before owning the Lamar Advertising Company, Charles Lamar was the president of the American National Bank of Pensacola. J.M. Coe was the founder of his Pensacola poster business, but there are no records on what Coe had previously been involved with. Even though it is not blatantly said within my research, I believe that these men had an idealistic idea of using communication for the betterment of the world. I also feel as though they had no intentions of getting rich from the start. Once the automobile was introduced by Henry Ford, Mr. Lamar thought it would be best if his advertisements were put outdoors near roadsides where the vehicles, and therefore people, would be at. During the previous years, Lamar’s advertising was strictly displayed on town and city wall spaces. (Universe)
A few decades later in 1926, Lamar and his two sons, Charles Lamar Jr. and L.V. Lamar, purchased the Baton Rouge Poster Advertising Co., and later renamed it Lamar Advertising Company. In 1944, Charles Jr. became the company president after his father, Charles Sr., had passed away. In 1958, Kevin Reilly Sr. (relation of Charles Lamar Sr.) became president and CEO of the company. This title was then passed down to Kevin Reilly Jr. (the great-grandson of founder...