Small-business Owner Breaks Mold, Succeeds in Outdoor Advertisement

By Christopher Shelton
Oklahoma Department of CareerTech

In the billboard industry, size does matter. One outdoor advertisement business owner has proven smaller can be better.

Since it’s establishment in 2000, John Arnold’s billboard company’s success has skyrocketed by offering smaller advertisement spaces.

Although larger billboards cost more and turn a bigger profit, state and federal regulations restrict the mammoth messages to be 1,000 feet apart. Arnold Outdoor specializes in smaller signs that can be erected every 250 feet.

The smaller, less expensive, more frequent billboards have helped Arnold to attract clients. He has sold more than 450 outdoor signs in Central Oklahoma and has expanded his business to include five employees.

Arnold said his determination in his business is a product of the welding night classes he attended at Southern Oklahoma Technology Center in Ardmore during his senior year of high school.

 “Through CareerTech, I learned the value of following a project all the way through,” he said.

That is why Arnold is being recognized as a CareerTech champion, according to Phil Berkenbile, CareerTech state director. 

“CareerTech Champions are alumni of the system’s programs or student organizations who attribute much of success to their CareerTech experience,” Berkenbile said.

Arnold went on to earn his degree in advertising from Oklahoma State University in 1981. He worked for Tyler Media Group Inc. for about 15 years before Lamar Advertising Company bought it in 2000. He then began his own business.

Although it was hard to go to class while his friends were having fun, Arnold said his choice was the best one.

“It was hard seeing my friends having fun without me, but in the end, the program paid off,” he said. “During the second part of my senior year, I was working part time and making more money than the full-time employees I was working with.”

Arnold’s CareerTech welding experience still pays off, as he has the welding skills to apply to his billboards, which saves him thousands of business dollars. He added that CareerTech is a great investment.

“CareerTech gives young people the opportunity to get started in a career,” he said. “I think at least 80 percent of the high school students today would benefit from receiving a CareerTech education. CareerTech is more beneficial than some of the classes high school students are required to take.”

Arnold said several factors have contributed to his business’ accomplishments and growth.

“Success is the combination of operating your business profitably, growing that business, providing an excellent workplace for your co-workers and taking time off from that business to spend with your family,” he said.

Arnold is still involved with CareerTech; he is working with Metro Technology Center in Oklahoma City to provide an internship program for art students.

“I think the business community and CareerTech could partner to solve some of our labor issues that businesses are facing today,” he said.

Arnold said his plans and goals are far from complete.

“I plan on continuing to grow this company and to grow the outdoor advertising industry,” he said. “I want to develop a Web site where businesses can locate billboard companies anywhere in the United States.”

Arnold said his success in the billboard industry didn’t fall into his lap, adding some advice for students to follow to be successful.

“Go to CareerTech, then get a degree,” he said. “Work hard. Continue your education. Never stop learning because the day you stop learning and improving your skills your value as an employee plummets.”