Gallop, Mediacom deal

Outdoor advertising firms Gallop and Gallop and Mediacom have signed a deal to have Mediacom act as the national sales rep for Gallop's 1,100 transit shelter posters in Ottawa/Hull and Edmonton.Gallop, in turn, will represent all of Mediacom's shelters and billboards...

Outdoor advertising firms Gallop and Gallop and Mediacom have signed a deal to have Mediacom act as the national sales rep for Gallop’s 1,100 transit shelter posters in Ottawa/Hull and Edmonton.

Gallop, in turn, will represent all of Mediacom’s shelters and billboards in Manitoba and Saskatchewan to Alberta-based advertisers.

Peter Gallop, president and chief executive officer of Toronto-based Gallop, says the deal makes sense.

Gallop says in every city there is only one firm licensed to operate transit shelter advertising, so once advertisers have decided to use the medium the new agreement makes buying easier.

Gallop will continue to sell its own transit shelters locally in Edmonton and Ottawa/Hull, and will continue to sell nationally for its other out-of-home media products.

Despite the deal, Gallop and Mediacom remain competitors for outdoor business, Peter Gallop says.

He says his company has just bid for Calgary’s transit shelter business. DC