Empty Times Square Building Generates $23 Million a Year From Digital Ads
dryriver writes "Advertising things at the right place is proving to be a cash cow, as electronic ads earn about $23mn each year for an empty building at One Times Square – the iconic tourist destination in the New York City. A 25-story Manhattan office building that has long been empty keeps on bringing in millions to its owner as a billboard. Michael Phillips, CEO of Atlanta-based Jamestown Properties, bought One Times Square through a fund in 1997 for $117 million, as the Wall Street Journal reports. More than 100mn pedestrians pass through the square each year, which is 90% more than 16 years ago, says the Times Square Alliance, a non-profit business improvement organization. And this is what makes a price tag for having a company's name placed on the building the highest in the world, even above such crowded tourist destinations as Piccadilly Circus in London. Dunkin' Brands Group Inc. pays $3.6mn a year for a Dunkin' Donuts digital sign on the One Times Square building, with Anheuser-Busch InBev paying another $3.4mn a year for its advertisement. Sony and News America pay $4mn a year for a shared sign."
If he's making a profit anyway, why not rent or give the space to local community groups / organisations?
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So a building, which is nominally meant to house people and objects, is being used to hang billboards. Space being at a premium in New York City, I find it rather amusing that you can make more money off of advertising using the side of your building than in leasing the floor space.
Is it just me or when did "mn" surpass "m" for million? "100mn pedestrians" looks like it should be a measurement in milli-newtons per pedestrians - I'm sure the imperial equivalent is slugs per servants.
I sincerely doubt very much of that money spent translates into actual business.. It's a prestige thing more than anything.
...for an evil genius to set up his lair. Who would ever suspect an empty building at the busiest intersection in the world?
Think of all the good this person could do if he opened the building to the homeless or community organizations.
What is a "mn"?
[100 million people a year] / [some of them being the same people going to and from work every day] - [tourists who don't speak english] = ~5 million a year
Dunkin Donuts thinks it's worth $1 a person to walk past a gigantic logo. It's clear they have more money than they know what to do with, combined with a bunch of overpaid creatively bankrupt marketing people.
He's not making money off the advertising, he's making money off the stupid companies not realizing that there's no way in hell it has an ROI above 1. 3.4 million at Dunkin Donuts' profit margin? That billboard would have to convince something like 1 in 10 people that sees it to go buy a coffee from them to make up its cost. This is right up there with GE realizing after many years that its Facebook ad campaign to the tune of $43 mil didn't have an ROI above 1.
The Curse of the Network Effect is obvious enough in real estate that there is an entire school of political economy geared toward a single tax on land value -- a school most identified with the 19th century political economics author, Henry George.
Again, the real solution is to stop taxing economic activity (capital gains, income, sales, value added, etc) and instead tax market-assessed liquid value of assets.
And, again, of course, not many people are going to really understand this idea so it must be demonstrated by those who do get it.
That's why we need Sortocracy.
The proposal you link to essentially removes all control anyone has over their own property. Everyone is, in effect, required to sell any property at any time to the highest bidder. That may be economically efficient, but it sucks on a day-to-day basis for real people. It's the "infinite frictionless plane" type of economist thought problem, not an actual solution to anything. The law would last about as long as it would take for grandma to be kicked out of her house.
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Does the prestige translate into actual business?
The One Times Square building is decades obsolete for an office building. However, as a mounting point for the multimedia signs, it is very functional. The empty floors provide power and space for the equipment required to run the signs and the massive equipment required to cool the equipment that runs the signs.
Plus, it's at the crossroads of the world.
Kriston
And people say the free market leads to efficient allocation of resources...
Lets set something straight here, the building used to be empty but about a year ago a Walgreens (with its own crap load of digital signs) opened taking up the first 3 floors. I have been working across the street from this building for the past 5 years and indeed the rest of the building is empty. It is also quite narrow and I just don't see how it would make for comfortable offices. While some taxes might be getting paid the owner does not need to pay for heating or cooling or most types of maintenance. Security, cleaning, water, etc ... This really was a smart move by the guy.
there are all kinds of jobs being created by this business, so YAY.
If the building isn't fit for human inhabitants, I wonder how useful that square footage would be for a datacenter. With NASDAQ next door, there has to be gobs of fiber running along Times Square. Power infrastructure is already there for the signs. The issue of HVAC is still there, but localized air conditioning is probably easier to achieve than central air.
What you're saying is, of course, "don't question the way things are, don't wonder if there can be a different or fairer-seeming world".
Yay for hard paywalls! Even Slashdot doesn't want users to RTFA any more...
Is that the building that used to be the Allied Chemical tower? I remember seeing some very cool science exhibits there when I was young.
Did anyone else read that as manonetres?
And yet, even in the linked article there is no picture of the building. How hard would it be to at least have a pic of the actual building in one of the most photographed places on earth?
According to other posters, it's not completely empty, a Walgreens takes up the first 3 floors, but still, a nice retirement package for the guy that bought it.
I don't know whether you failed to do the arithmetic or to understand the proposal. First of all there is no requirement that anyone sell their property. There _is_ however a requirement that everyone pay tax. In this, there is nothing distinguishing this from other forms of govenance. Secondly, even if one has no income, one needn't sell one's property so long as the accumulated tax liability does not equal or exceed the liquid value.
Seastead this.
Seems like a lost opportunity.
Real people all over the country, have lost their jobs, and then discovered that they never owned their property at all. Now the government does. Or, in reality, a bank does.
If we did as the GP suggested, we'd have an economy back right quickly. And though in concept you might be closer to not owning anything outright, in reality, you'd be more the master of your property than you ever had been.
The GP is right. But in a fascist world, it'll never happen.
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But the meme in the U.S. right now is that all the little guys don't do anything and basically don't even deserve enough money to live.
_The_ meme. Interesting take on a country that just re-elected the most income-distributing president of all time. We know he didn't win on his economic record. He won on the same kind of class warfare talk that you're giving right now.
Are you really that ignorant of US history? There have been periods when the top tax rate was 90+% in this country, Obama is proposing a raise from 35% to ~40%. We have one of the largest concentration of wealth in the hands of the wealthy and corporations, somehow I don't think it's going to be a major problem. Moreover, historically we've drastically (far more than 5%) raised taxes to pay for wars, instead we accompanied Iraq and Afghanistan with tax *cuts*, taxes must rise at least somewhat to pay that bill, and someone making a million+/yr can afford it - someone making 20k cannot. As far as far reaching wealth-redistributing legislation goes, have you forgotten the New Deal? Trust busting? Hell, how about the elimination of slavery? I don't think most people would argue against those today....
right now as a country we seem to be believing the grunts aren't responsible for the success of these groups at all. At least that is what the CEOs are, as a class, believing. As a result many are saying that these people don't even believe a decent wage or deserve to share in the success of the companies they work for.
How much is a "decent wage?" I hear people all the time talk about a "living wage" on here, but nobody puts a dollar figure on it. Give me something concrete. What should the high-school drop-out ditch digger (or whatever) who has learned no marketable skills make? What kinds of things should someone making a "living" wage be able to buy? What things are over the line? For example, how new a car, what kinds of food, cell phones, cable TV, how big of house or apartment? Should this "living wage" increase because people live in a certain area, or should we pay them more because they have a bunch of kids? I want to know what a "living wage" really means.
Also, how much more should a person with a degree make than this base "living wage." I mean a real degree which enables someone to produce something of value. I'm talking about engineering, or science, or something medical (and there are plenty of others), not philosophy or communications or something that qualifies you to be a barista.
Of course it should vary by region, that's why the military has a different COLA based on where your stationed, to adjust for exactly that. There are already dollar amounts for that adjustment, for allowing for affordable living standards, they're maintained by the DOT. A living wage should mean exactly that, you shouldn't have to work an 80 hour week just to pay for rent, food, clothes, and the ability to see a doctor when you're sick. Barista's BTW make a nice living comparatively speaking, and at the most high profile place you can find them, Starbucks, they get health insurance. Which reminds me, I notice you didn't mention medical care in there, think of how much cheaper *your* life would be if everyone had guaranteed insurance and got preventative care instead of having to wait to go to the emergency room, default on their debt, and have your premiums and mine cover it....
And there are plenty of people... people that hang on every word of the CEOs like they're super human, that are willing to believe it. Slashdot seems to get more of the CEO worshipers every day and are happy with the idea that corporations should be able to screw over anyone they choose as long as there is a "benefit to the shareholders."
Like the people here who worship Steve Jobs? I don't get CEO worship either, but I bet if you polled nationally, you'd find that most people _do
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Someone more business savvy than me told me that while "self storage" facilities weren't a bad business considering how much junk people have, they are often setup primarily for "parking" real estate until something more valuable can be constructed on the site.
Storage brings in some revenue to pay property taxes and basic maintenance and the facilities themselves have very low overhead costs as most are just a vast network of non-climate controlled one-story garage-type structures with a fence around them. Plus it keeps local officials from bitching about undeveloped or poorly maintained property.
Now, there are more elaborate storage centers run as legitimate businesses in their own right and some of these may have more elaborate facilities (climate control, electricity, etc), but a lot of the plain/simple ones are just holding places for real estate investors.
"I hear people all the time talk about a "living wage" on here, but nobody puts a dollar figure on it. Give me something concrete. What should the high-school drop-out ditch digger (or whatever) who has learned no marketable skills make?"
Depends where you live.
A "living wage" is to maintiain the minimum standards of decency at roughly 40 hours per week. Food, clothes, shelter and a little to get you over a few sick days or manditory holidays.
The wage for a ditch-digger in Manhattan should be higher than a ditch-digger in Detroit. Yes, you make sacrifices to live in Manhattan, but your employer shouldn't expect you to go to food banks, dig toothbrushes out of the garbage or wear shoes with holes in them. They're paying a premium to dig holes in Manhattan. Labour is more expensive.
If you smoke, drink, have a chronic illness or even just have children, it's more complex.
highest bidder sets the value.
high value = lots of tax.
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Can't go anywhere or do anything without being swamped with ads.... online or off. That's the whole reason Facebook is making so much money! They pretend their 'goal' is to unite long lost family and friends. But their true goal is to make loads of money through advertising and spam. Nothing more...
The bid must be cash escrowed at an effective 0 rate of return. If the asset is something like land, yes, the tax rate is going to be "high" because just about anybody can extract rent from land at the same rate. If the asset is something like stock in some startup that is having trouble raising capital, clearly the cash value to others is going to be close to zero while the actual value may be as large as Google.
Seastead this.