Over the years the signage and commercial graphics industry has—to put it mildly—undergone major technological sea-changes that have forced it to evolve. And lately those changes seem to flow over us as regularly as an incoming tide.

 

When I first began covering the industry, large-format inkjet technology was just starting to come into its own. Screen printers dominated outdoor graphics markets and tended to look upon inkjet as an awkward, perhaps cute technology that was slow at best, and generally inappropriate for outdoor applications. That has changed dramatically with the advent of high-speed grand-format solvent inkjet, and more recently, with the maturing of production-ready UV-cure flatbed printers. Now the screen printers who perhaps ignored inkjet—or simply failed to connect the dots—are finding themselves scrambling for market share.

 

Today we are seeing another emerging digital technology in our industry—digital signage. This technology contains elements of information technology (IT), television/video, interactive computer technology, streaming high-speed internet, traditional static signage, audio visual systems and a host of other things.

 

In this issue of Sign & Digital Graphics you’ll see a special section with detailed coverage of digital signage. We’ve recruited the help of several digital signage industry insiders to help us gain insights as to the true nature of the industry—its growth and profit potential, its advantages, avenues for entry, the structure of its various elements, its complexities, its simpler iterations—and yes, its pitfalls.

 

We’re not trying to dictate the direction of the sign or graphics industry, and we’re certainly not letting our other coverage slip. And we’re not somehow implying that traditional signage applications are going the way of the dodo. Rather, we’re hoping to pull back the curtain of mystery, trepidation and unfamiliarity that digital signage represents to so many. Our goal here is to help sign and commercial graphics professionals to connect the dots to an emerging sign format that may very well be the next stage in the evolution of signage.

 

Still, absorbing new technologies is never easy. And when you consider the complexities of a fully integrated digital signage system—what with computers, servers and routers, local area networks (LAN) vs. wide area networks (WAN), LCD vs. plasma screens, media players, media feeds and content management technology—it quickly gets very confusing and even fear-inducing.

 

But once you consider the benefits of establishing strategic partnerships with companies already involved with digital signage—IT, AV and/or content management businesses—the possibilities open up considerably, and involves a far easier learning curve. Plus, sign guys bring a lot to the table.

 

After all, IT and AV guys likely haven’t a clue how to build a professional-looking light box to contain all that stuff, let alone how to wrap that light box with attractive graphics. And, lord knows, most of them wouldn’t have a clue where to begin when it comes to, say, building a pylon in front of a casino to house that giant digital billboard.

 

The fact is that digital signage is here—like it or not—and it’s growing yearly at a double-digit percentage rate. If you want to partake in this emerging sector, then you owe it to yourself to learn about it, and decide where and how your shop fits in—or doesn’t.

 

You can come to it kicking and screaming, ignore it (not recommended) or you can connect the dots and flow with the tide.