Outdoor chiefs deny conflict of interest as New nets Postar role

Outdoor industry research organisation Postar has appointed Ken New, chairman of New PHD and poster company Outdoor Connection, as its new head.

Outdoor industry research organisation Postar has appointed Ken

New, chairman of New PHD and poster company Outdoor Connection, as its

new head.



Chris Dickens resigned from the post earlier this year, when he decided

to set up his own outdoor company selling billboard sites. It was felt

Dickens could not remain at the head of an organisation that evaluates

sites, while running a company that owns some of those sites.



But claims that a similar conflict of interest may arise between New’s

role at Outdoor Connection and his new post were dismissed. Matthew

Carrington, chairman of the Outdoor Advertising Association, said:

’Outdoor Connection is a poster specialist, not a contractor, and so

there is no conflict.’



New was selected for the role by the Council of Outdoor Specialists and

the Outdoor Advertising Association, the joint-funders of the research

operation. His appointment is effective immediately and is for a minimum

of two years.



Alan Simmons, the chairman of poster specialist, Concord, and a member

of COS, said: ’Ken has been chosen for his integrity, he’s hardly going

to bang the drum for Outdoor Connection.’ Carrington added: ’His

reputation and commitment to the medium can only benefit Postar.

Effectively he will be promoting it to agencies, clients and

contractors.’



Postar has already established itself as a benchmark for outdoor

advertising research around the world, but it is still a work in

progress. New said that Postar is ’a very sophisticated piece of

audience research’. But admitted: ’There is work to be done in

developing it further and, at the same time, in promoting its use across

the industry.’



The organisation is still working on a pounds 4 million research

programme to collect data on the environment of the UK’s 60,000 poster

sites. It is hoped such information will enable Postar to produce a

model of vehicle and pedestrian flow past every site.



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