<body> Public Ad Campaign: New Mediacy Gatescapes Hit The Streets 01-19-10
This blog is a resource for ad takeover artists and information about contemporary advertising issues in public space. If you have content you would like to share, please send us an email.

Wednesday, January 20, 2010

New Mediacy Gatescapes Hit The Streets 01-19-10

Rendering courtesy of Mediacy Inc.

A while back we were sent Mediacy's press release for their new advertising venture called Gatescapes. These eyesores, we assumed would be illegal like the Streetscape advertisements pushed by InWindow, Blue Outdoor, and others. Mr. Gitter, Mediacy's CEO, contacted us after we made this clear on our site and this began a series of conversations. Mainly we talked about our differing opinions on how this would alter the NYC landscape. We argued that 15 foot tall ads for The Real Housewives of wherever would be intrusions into our community that would treat residents as "impressions" to be used for commercial interests, they argued that these vinyl ads would counteract graffiti and enliven our city streets. Along with this, conversations on how art could benefit from this new media venture were had. It was proposed by Mr. Gitter that we become a part of this process of curating these artworks. I was worried that artists would be used to legitimate what might be an illegal advertising business and that the offering of space to artists was not an altruistic act by the company but a ploy to deflect attention from the potentially illegal advertising business. I explained that my involvement would require that at least 51% of the gates owned by the company be used for art because this was the only way I could see the advertising serving the art and not the other way around. Obviously this did not fly and Mediacy and PublicAdCampaign are no longer in talks. According to their website, 25% of the Gatescape spaces will be used for artwork and will be curated by Julia Lazarus.

Mediacy has gone ahead with their business in NYC, and we were happy to see them officially registering as an Outdoor Advertising Company on January 14th, 2010. This registration is necessary for a business to offer outdoor advertising services in New York and is the first step in bringing advertising to the streets legally. I am still unsure if Mediacy is trying to do this knowing we will be watching, or because it is the right thing to do, but either way we commend them for it. In fact they make specific mention of their legal aspirations on their website in their explanation of the great opportunity that are Gatescapes.
That's right-- it's so good that's it available for a limited time only. NYC has passed a law banning solid metal roll-down storefront gates. That means there's only 16 more years to advertise on one of the largest format, most visible, legally permitted outdoor media available anywhere! Don't miss your chance. Call Mediacy Outdoor while there's still time!
January 19th, Mediacy launched its first non commercial Gatescape at 323 west 42nd street with an installation for Michael J. Fox's Parkinson's research fund. Checking into the DOB website, there is no permit for outdoor advertising signage at 323 west 42nd street. This isn't a problem with the current content as the DOB does not issue violations for non-commercial signs but if this sign were to change to an ad for Coca-Cola it would be an entirely different story.

Rendering courtesy of Mediacy Inc.

As of now we are anxiously awaiting Julia Lazarus's contribution to our city in the form of curated artwork on the plethora of rolldown gates in our city. We are also interested to see Mediacy's commercial content hit the streets and whether or not there will be permitting along with these signs. Despite our disapproval for this type of signage in general, going about advertising legally in our city allows the DOB to make sure that this signage will not get out of hand and will remain in properly zoned areas. We ask our readers to keep their eyes on the streets for these new Gatescapes in an effort to hold Mediacy true to their word on keeping things legal.

Rendering courtesy of Mediacy Inc.

Labels: , , , , , ,


Post a Comment

Subscribe to Post Comments [Atom]

<< Home

      Sharon Zukin
      The Cultures of Cities

      Miriam Greenberg
      Branding New York

      Naomi Klein
      No Logo

      Kalle Lasn
      Culture Jam

      Stuart Ewen
      Captains of Consciousness

      Stuart Ewen
      All Consuming Images

      Stuart & Elizabeth Ewen
      Channels of Desire

      Jeff Ferrell
      Crimes of Style

      Jeff Ferrell
      Tearing Down the Streets

      John Berger
      Ways of Seeing

      Joe Austin
      Taking the Train

      Rosalyn Deutsche
      Evictions art + spatial politics

      Jane Jacobs
      Death+Life of American Cities