EDITOR’S COLUMN

EDITOR’S COLUMN BY JEFF WOOTEN

Digital Expansion An extremely early look at possible trends.

Needless to say, the first couple of weeks of 2021 already feel like a full year mentally in itself, so I already feel like a bit of a hopeless wanderer trying to correctly predict what hot trends will develop over the next eleven months. (At this point last year, who really foresaw the effects of 2020?)

A lot of attention is going to be focused on the development of the new BidenHarris administration and its effect on sign businesses (both positive and negative). A recent ISA Webinar forecasted pretty safe probabilities such as increased regulations, an upturn in OSHA activities, a focus on greener issues and products, addressing trade issues that affect the prices of steel and aluminum, and a push for youth development in the workforce development (which elicited an ironic, humorous observation from me, not a political judgment). More details here will be addressed starting next issue.

I do think digital signage will be an interesting trend to watch in 2021. According to a Fortune Business Insights report, the digital signage global market size in 2018 was $19.7 billion (USD) with the North American market making up 42 percent of that figure. They predict an increase to a global tally of $35.9 billion by 2026 with North America seeing a big slice of this electronic pie.

We have several articles on the digital signage front this month—interior enhancements, outdoor installations, and EMC regulations.

An interesting development in this field has been how markets for digital integration have had to course-correct. Keep in mind that while sign businesses remained essential during the pandemic, some segments of their customers might not have. You’ll learn over the following pages how content and messaging on these displays are being diversified and refocused.

As resolutions get higher and prices get lower, it will be interesting not only to see if digital signage becomes more accepted by end-users but also at sign shops. Is this a product offering that has benefitted your shop? Or is it a technology you would like to implement in your services? Do regulations have you wary? Feel free to let me know your opinions here.

As for another trend, unfortunately it doesn’t take a PhD in fortune telling to see that the pandemic will continue to be a factor over the coming months. It was just announced that April’s ISA International Sign Expo 2021 will instead now be a fully virtual event this year. (Note: See the “Agenda” section to the right, for more details.) But hopefully conversations about treatments and vaccines can lead to a more engaging Q3 and Q4.

Photo: SNA Displays.

AGENDA

Note: Due to COVID-19 concerns, all events listed below are subject to change. Please check each show’s Web site for any cancellations or reschedulings that may have taken place after our issue went to press.

MARCH 2021

MARCH 23-25: LabelExpo/Brand Print Americas 2021 is rescheduled to commence at the Donald E. Stephens Convention Center in Rosemont, Illinois. (brandprint-americas.com)

APRIL 2021

APRIL 7-9: The International Sign Association wil be going online this year with ISA Sign Expo 2021 — Virtual, an event that will allow a broader segment of the industry to participate in the show. (signexpo.org/Virtual2021)

JULY 2021

JULY 21-24: The Mid-South Sign Association’s SignConnexion event will be occurring at the Ross Bridge Golf Resort in Birmingham, Alabama. (midsouthsign.org)

OCTOBER 2021

OCTOBER 6-8: PRINTING United Alliance, which brings together the largest and most diverse audience in the printing industry, is scheduled to take place in Orlando, Florida. (printingunited.com)

OCTOBER 25-29: The 2021 LightFair architectural and commercial lighting conference and tradeshow, which will be incorporating new safety protocols and specific mitigration measures, will be occurring at the Jacob K. Javits Center in New York City, New York. (lightfair.com)