February 2007
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Alchemy Releases Industry Paper Promoting Superior Dynamic Signage Content

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Framework for digital signage content production improves advertiser and network success.

LAS VEGAS, NEVADA (February 21, 2007) - Alchemy announced today its release of "The new Madison Avenue Diet: The Strategy for Performance- Focused Dynamic Signage Content" at the Strategy Institute's Out-of-Home Digital Networks Content Strategies and Awards Summit 2007.

This omnibus paper is aimed at dramatically improving the success of dynamic digital signage for advertisers, network operators and location providers. It puts digital signage in context and defines revenue, cost deferral and consumer engagement objectives enabled by this medium. In addition, it provides a framework for the development of content, emphasizing alignment with brand strategies and adapting available content elements.

"Dynamic digital signage has grown explosively in the past several years and is forecasted to reach over one million displays by 2009," explains Mark Zwicker, Vice-President of Business Development of St. Joseph Content, Alchemy's parent company. "Industry attention must now shift to the quality and impact of content presented," he adds. "The new Madison Avenue Diet" will be valuable to marketers, brand managers, advertisers, ad agencies, media planners and organizations operating, supplying or investing in dynamic digital signage networks. Advertisers will benefit from the unique strengths of multiple display and engagement media and marketing channels, while minimizing the costs of content.

Authors of the paper include Lyle Bunn, Strategy Architect at Alchemy, who was also the only individual named to the "2005 Digital Signage Top Ten List" by the Digital Signage Forum. He has presented at or chaired virtually every major digital signage conference in the past several years and has over one hundred media references on dynamic signage to his credit.

"The effectiveness of content in achieving objectives is the critical success factor for dynamic signage and in-store TV, says Bunn. "This paper provides the primary pathway to achieving this success." "The new Madison Avenue Diet: The Strategy for Performance-Focused Dynamic Signage Content" is available for purchase at the Digital Signage Forum's website, at http://www.digitalsignageforum.com

Alchemy is part of St. Joseph Content, provider of integrated disciplines that include strategy, content production, creative design, photography, retail innovations, branded environments and way-finding. Alchemy specializes in content creation services and content-related consulting for dynamic digital signage. Alchemy's strength is in adapting and re- purposing content elements such as video, graphics, text, photography, animation and audio to produce content suited to the unique capabilities of dynamic signage. Alchemy services provide high Return on Objectives (ROO) for marketers, advertisers, network operators and location providers. St. Joseph Content is a division of St. Joseph Communications, Canada's largest privately owned communications company, with four business platforms in content, print, documents, and media. For more information, visit www.stjoseph.com. -30- For additional information, please contact: Jan Carter Marketing Manager jcarter@alchemyinternational.com T www.alchemyinternational.com


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