An Interview With Richard Klimscha
SignIndustry.com - The Online Magazine for the Sign Trade.
Home | Site Map | Buyer's Guide Search  
Event Calendar Article Archive Message Boards Classifieds Product Showcases News Advertise Search Join Now

CATEGORIES
  3-D Signs
  ADA
  Architectural
  Awnings &
  Flexible Face
  Banners
  Business Development
   Articles
   Product
   Showcase
   Message Board
   Tips & Tricks
  CNC Routing
  Computer Technology
  Digital Imaging
  Dynamic Digital
  Electric
  Estimating
  Finishing & Lams 
  Flatbed UV
  Garment Decoration
  Installation
  LED Displays
  LED Lighting
  Neon & LED
  Channel Letter
  Outdoor
  Painted Signs
  Screen Printing
  Sublimation
  Vinyl Signs
  Hot Shots
  Press Releases
  Tips & Tricks
  Industry Resources
  Books
  Event Calendar
  Associations
  Business Center
  Retail Sign Shops
  Advertising Info

Supply 55 BannerPRO, EcoPRO continuous ink supply system, guardian laminators, quickmount


An Interview With Richard Klimscha

Reeling in the wide media mix

By Johnny Duncan

We are constantly seeking opportunities to interview different people representing the various areas of the sign industry. This month we are featuring Richard Klimscha of Planit Media. Our staff interviewed Mr. Klimscha in early October and the following is an excerpt from that interview:

Clarke Systems Architectural Signage Systems Wayfinding ADA

Check It Out!

  • Business Development Articles
  • Industry Alert
  • Hot Shots Photo Gallery
  • Message Boards

    Visit Our Advertisers:

  • 3M Commercial Graphics
  • CADlink Technology
  • Clarke Systems
  • Estimate Software
  • International Sign Assoc.
  • JetUSA
  • Matrix Payment Systems
  • SGIA Specialty Graphics Imaging Assoc
  • Supply 55, Inc.


  • SI: What type of business is Planit Media and whom do you serve?

    Mr. Klimscha: Planit Media has in a short time become world leading in the area of media information. The service provides continuously up-dated information on magazines, newspaper, online, outdoor and exhibitions in addition to job vacancies in the media business.

    SI: When seeking out a potential customer, what type of profile or customer characteristics do you look for:

    Mr. Klimscha: We have a diverse customer target portfolio, however the key criterion is customers who have advertising budgets and are in need of quality constantly up-to-date media information across a wide media mix. These could be the corporate customers themselves, searching for the right media mix for their advertising spend or agencies acting on behalf of major corporations.

    SI: How does a sign company, like an outdoor sign company benefit by using your services?

    Mr. Klimscha: The benefit can be derived two ways. Firstly by being listed on our service, your contact details are available to our customer base worldwide. Someone who is looking for outdoor advertising companies, using our system finds the details of the companies that interest them, they then contact those companies directly and this then generates sales leads.

    The second benefit is the use of our system as a competitive intelligence tool, being able to search the database for competitors in your region and view their offerings according to the fields we list.

    SI: What has been the greatest difficulty in compiling a listing of your media resources?

    Mr. Klimscha: Without a doubt, the answer to this is incomplete information. Content providers who send details of their outdoor or online or newspaper media and who omit obvious information from their media packs.

    RENOLIT Calendered Vinyl - Top performance for various applications

    SI: With your experience in the outdoor advertising arena, what is your opinion as to where the industry is going?

    Mr. Klimscha: As in so many business fields now, the industry is going down the consolidation path, with large nationals vying for global dominance with corporate buy-outs and a complex web of satellite companies. As outdoor advertising is typically reserved for fmcg’s and universally accessible brands, the industry feels less threat from recent innovations such as interactive television and the wider applications of online advertising enabled through broadband delivery. Outdoor remains a unique way of delivering a universal message in the era of increased advertising segmentation. That said, I would suspect that with advances in portable telephony and bluetooth-enabled interaction, the future of outdoor could well be shaped by enabling point-of-sale and other forms of outdoor media to bring the consumer a personalised message.

    SI: As your organisation grows, what do you see as the greatest challenge in the next five years?

    Mr. Klimscha: Our greatest challenge can simply be defined as encouraging media traditionalists to leave behind the labyrinthine media directories and to embrace the future of media information available at the click of a button.

    SI: I know that you provide in-depth information on advertising opportunities. Where do you see the greatest growth within the various modes of advertising?

    Mr. Klimscha: Obviously a tricky question to answer, as it is difficult within our fast moving here today-gone tomorrow world to predict with much accuracy what is around the corner. I think that the best way to tackle this question is to look at some of the key trends and conclude that those forms of advertising that can embrace those trends will be the growth areas of the future.

    I think the key trends for advertising with be the fine balance between the personalization of advertising content, including all aspects of interactivity, coupled with the challenge of leaving the consumer with some semblance of free choice. The consumer of the future want to see advertisements concerning what they want, where they want and when they want.

    For more information about Planit Media and their services, you may contact him at:

    Richard Klimscha
    Planitmedia
    Fredsgatan 11
    212 12 Malmö
    Sweden
    (Phone) +46 40 6023000
    (Fax) +46 40 6023000
    richard.klimscha@planitmedia.com

    Company
    Home
    Advertising Info
    About Us
    Contact Us
    Privacy Policy
    Site Map
    Resources
    Industry Resources
    Associations
    Retail Sign Shops
    Books
    Product Showcase
    Event Calendar
    Tips & Tricks
    Message Boards
    Classifieds
    Buyer's Guide Listings
    Search
    Add My Company
    Edit My Company

     

    © Copyright 1999-2017, All Rights Reserved.