The annual Mega-Conference, the only major newspaper industry conference of 2018, selected the Honolulu Star-Advertiser, Oahu’s sole daily newspaper owned by Oahu Publications Inc. (OPI), as the winner of its Innovation Award. The Mega-Conference, held Feb. 26-28 in San Diego, selected the Honolulu Star-Advertiser for the creation and successful execution of its Digital Billboard Network (DBN), a new type of digital out-of-home (DOOH) broadcast system.
“As Hawaii’s largest media company, OPI recognized the challenges and impact that new technology has had on the media landscape for media outlets and advertisers,” said Dennis Francis, president of Oahu Publications Inc. and publisher of the Honolulu Star-Advertiser in a press release. “We leveraged our strengths to provide online video content that was relevant to consumers and advertisers, and as a result, created a new profit center using the latest DOOH technology that generated over $1.2 million in annual incremental revenue during its first year.”
“Our DBN clients are excited about the results they’re experiencing with the new digital technology that provides them with an innovative out-of-home advertising option that is measurable, engages customers and creates awareness of their products and services,” continued Francis. “The daily audience of the entire DBN now rivals that of a local radio or television morning show and statistically, the system is among the top five broadcasters in the state of Hawaii.”
As a result of the DBN SiteView screens, single copy sales of the Honolulu Star-Advertiser have increased significantly and there are plans to expand the Network to more locations.
OPI publishes a collection of daily and weekly newspapers, including The Garden Island, Hawaii Tribune-Herald, West Hawaii Today and USA Today Hawaii Edition. Their portfolio of products includes MidWeek, TGIF, Street Pulse and 21 publications ranging from visitor and in-room hotel publications for Hilton Hawaiian Village, Castle Resorts and Disney Resorts Aulani, to magazines such as HILuxury, 101 Things to Do, and Go Kailua and Go Kapolei targeting local residents.
The Honolulu Star-Advertiser’s circulation ranks 11th in the nation. Between OPI’s three daily newspapers and their affiliated websites, over 75 percent of Hawaii adults are reached by the company each week.