How the New News Recycles The Old News.

Renew LondonWhy are they always so *proactive* across the pond? I came across this pretty innovative idea being launched in London by a company called “Renew” . Renew is a dedicated network of 200 street-side screens within the “square mile” of London. It’s kinda like having a bunch of a mini  “Times Square” screens all over the city, with live, up-to-date information, built into a giant recycling bin (for all of the newspapers that get thrown all over the streets!)

“The screens have provided a digital alternative to paper — showing content covering a range of areas, including news, sports, arts, fashion and travel updates. The devices are bomb-proof, while the low-energy screens automatically alter their brightness in reaction to the light levels of the environment. No ink, no paper, no trucks, no waste.” (Sad they had to think about being bomb-proof. But I digress.)

Analysis by Renew suggests that each screen already reaches between 10,000 and 30,000 people each day, and the collective audience is set to grow to 3 million by the time of the 2012 London Olympics. (OK, do have to ask how they are measuring reach. Feet passing vs. eyeballs reading. But that’s for a later post. It’s still a cool idea.)

They are also partners of the World Wildlife Federation, and donate 1% of profits to sustainable energy projects in other cities around the world.

I give these folks a GWH W.T.F. (Winner, Toss-up, or Flop) Award: Winner designation! Wouldn’t this be a great addition to cities in the USA?

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