Richard Holliday, the former Postar managing director, is planning
to resurrect the forgotten 16-sheet poster format and sell it from his
start-up company First Light.
Holliday, who leaves the poster research unit this month, has secured
1,500 16-sheet sites - the favoured poster size of the late 70s.
First Light will be run jointly by Holliday and Chris Dickens, the
ex-Postar chairman and worldwide director of Young & Rubicam.
The bulk of the company’s sites are based in London. Holliday said the
majority were used by poster contractors but are now vacant.
First Light will begin a building programme for the ten-foot-high,
portrait-shaped posters this autumn, and plans to start offering them to
agencies and clients next spring.
Holliday hopes to have a number of UK sites ready to use by then.
Holliday, who is joint managing director, will oversee sales for First
Light but will start looking for three sales employees once he has moved
into the contractor’s Hammersmith office over the next few weeks.
The ex-More O’Ferrall sales director, who launched Postar in 1994, is
also poised to announce the appointment of three company directors.
The 16-sheet was popular with tobacco advertisers at the end of the 70s
and early 80s but was superseded by the 48-sheet and later by the
’We know from conducting research at Postar that a portrait format of
this size has real impact,’ said Holliday. ’16- sheets have a hidden
value that no-one has recognised - it’s a forgotten medium.’
Holliday and Dickens are also testing a system of displaying posters
that improves on the existing mechanical rollerblind poster
He declined to reveal details of the system until he has secured a
patent for the product later this month, but promised it would offer
advertisers more flexibility.