Elsewhere in this series of questions, the difference in conspicuity for parallel and perpendicular signs is calculated, along with the requisite minimum sizes for the letters of each. But what if the local sign code won’t allow a bigger sign, and not enough projection length for a legible perpendicular sign? Would a sign with at least some angle make a difference?
Frenchy’s Bistro was located on Anaheim St., a busy thoroughfare in Long Beach, California. As one of four tenants in a commercial building, it had two signs: a non-illuminated wall sign and a tri-color canopy that projected the maximum 30 inches.
As an alternative, Frenchy’s purchased a “double-faced” electric, cabinet sign, but the sign faces weren’t back to back, but angled out from the wall in a V-shape toward each other.
Before the new sign(s) was(were) installed, Frenchy’s had $279,000 in pre-tax income annually. After the sign was installed, sales increased 16% immediately. Over the next year, they increased an additional 32%. The owners surveyed their guests and determined the sign was directly responsible for 10% of all sales. The net income directly attributable to the sign for a year was $16,182. The following year, it increased to $21,360. This also meant an additional $8,865 in state and federal income tax.
Other calculations for the $5,700 sign included that its cost per thousand exposures (CPM, the standard way to compare different forms of advertising) was 15 cents. The cost per month for the sign was $121.11. At the time (2000), other CPMs were as follows:
- A 30-second, prime-time TV ad: $18
- A half-page, black-and-white newspaper ad: $10.80
- A full-page, four-color magazine ad: $8.70
- A one-minute, drive-time radio ad: $5.30
- A 30-day, 30-sheet poster panel: $1.60
The full story appears in the September 2000 issue of Signs of the Times magazine.