Gateway Opens GO Media

Media company debuts c-store advertising network

HACKETTSTOWN, N.J. -- Gateway Outdoor Advertising, an out-of-home media company with billboards and transit advertising throughout the United States, recently launched the GO Media Convenience Store Advertising Network.

Using GO Media advertisers can reach consumers anywhere in the continental United States and Hawaii, the company said. Under the program, manufacturers of food, beverage and other products sold in c-stores, the media buyers who represent them and advertisers trying to reach their target audience can advertise and promote on 46-in. by 30[image-nocss] -in. framed one-sheet posters near, or at, the entrances of the more than 20,000 independent c-stores nationwide that Gateway has under contract.

Our c-store poster program creates a unique opportunity for a brand manager or media buyer to market to the c-store customer and reach their target audience in their neighborhoods, said Craig P. Heard, president and CEO of Hackettstown, N.J.-based Gateway Outdoor. GO Media grabs the customer's attention at the door. It's the last five seconds of marketing, engaging the consumer before he or she enters the store and converts an impulse or a shopping list item to a purchase. In addition, you are reaching passersby and automobile passengers brought to the store by customers.

John Crockett, Gateway Outdoors' national sales manager and senior vice president, added, GO Media is a fraction of the cost of traditional media. It can be used alone or with other media for broader market coverage. C-store exterior advertising also reaches neighborhood audiences where other forms of outdoor advertising are restricted or zoned out completely.

GO Media also offers its customers the Gateway Mapping System (GMS), which pinpoints promotional activities in the c-store channel by working with agencies and brand managers to map the stores where a target audience profiles the buyer prospects. GMS then maps c-store one-sheet coverage providing targeted coverage to maximize reach and frequency, and cost effectiveness.

If you want to boost sales of your new-age energy drink among 20-somethings in St. Louis, or introduce a Latin American diary/coffee/fruit fusion drink to non-Hispanics in New Jersey, Gateway Outdoor and GMS can pinpoint the most effective media buy, Brad Heard, c-store director. Access to ethnographic data and first-hand information from c-store operators is an essential component to the success of our GO Media program. We know who frequents c-stores and how their demographic profile fits the advertiser's needs.

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