Member Spotlight: Porter Advertising

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When you speak with Richard Peterson, you quickly understand that behind his quiet demeanor lies a deeply rooted legacy, forged through hard work, generational commitment, and a steady eye on the future of the out-of-home industry. As the current steward of Porter Outdoor, Richard shared his story with Becky Smith during a recent Operator Spotlight, offering a rare glimpse into a fourth-generation family business that’s weathered decades of change—and come out stronger each time.

A Career That Almost Didn’t Happen

Although the billboard business ran in the family, Richard didn’t grow up dreaming of out-of-home. His early interests leaned more technical, leading him into engineering and construction management. After spending four years in Southern California working in engineering and sales, a series of events—including a confidential conversation with a former boss that wasn’t kept so confidential—prompted him to consider a return to the Midwest.

“I came back to work for the family business just to try it out,” Richard recalls. “I figured I’d stay a little while and see how it went.” That was in 1990. Thirty-five years later, he’s still here.

The Evolution of Porter Outdoor

Porter Outdoor’s story begins in the 1930s with Richard’s maternal grandfather, who moved from Cleveland to Hamilton, Ohio, to run a plant for Packard. Eventually, he became the managing partner of a newly formed business that would become Porter Outdoor. The name Porter comes from Richard’s grandfather’s surname—also his mother’s maiden name—and has carried through generations.

In the late 1950s, Richard’s father joined the company after serving in the Marine Corps. By the 1970s, the business had consolidated ownership within the family, and Richard joined in 1990. After his father’s unexpected passing in 2002, Richard stepped up to lead the company forward.

Today, Porter Outdoor is in its fourth generation, with Richard’s son, Bo, now serving as operations manager. Bo’s journey mirrors his father’s—he moved away, pursued a career in golf, and eventually returned when the desire for family roots and a better future brought him home. “We’ve now passed ownership interest to him, and I keep turning more over to him. I’m up here flying at 10,000 feet, trying not to get into the minutiae—but I’m very good at the minutiae,” Richard laughs.

Industry Shifts and Legislative Fights

With decades of experience under his belt, Richard has witnessed seismic shifts in the billboard industry. He recalls the Lady Bird Johnson Highway Beautification Act and the national ban on tobacco advertising—both events that dramatically reshaped the business landscape.

“Tobacco made us fat and lazy,” he said candidly. “We were selling 20–30% of our inventory to tobacco. When that ended, it forced us to change how we operated.”

More recently, cannabis advertising has become a contentious issue. Although surrounding states like Illinois and Michigan have legalized it, Indiana—where Porter Outdoor operates—has not. Richard’s team worked closely with the state legislature to propose a compromise: include disclaimers rather than ban cannabis ads outright. Despite these efforts, Indiana passed a ban, but companies like Porter Outdoor were grandfathered in through pre-signed contracts.

Meanwhile, in Ohio, evolving cannabis regulations have created further complications. “There are constitutional issues at play,” Richard explained, referencing a legal opinion his company obtained arguing for the right to advertise a legal product. Still, state officials have resisted those arguments, creating more uncertainty for operators.

A Word of Advice

When asked what advice he’d give to his younger self—or to anyone entering the industry today—Richard didn’t hesitate: “Your reputation is everything. You have to be completely honest and straightforward from the beginning. If you lose your credibility, it’s nearly impossible to get it back.”

He also emphasized the importance of following proper permitting and doing things the right way, even when shortcuts are tempting. “Let things fall where they may, but do it right from the start.”

Life Beyond the Billboard

Outside of work, Richard finds joy in golf and community service. He’s an active leader within the Boys and Girls Club of America, serving on his local board for more than 24 years and holding multiple state-level positions. “That’s where I get my satisfaction and reward,” he says. “But it doesn’t pay the bills—so I’m grateful for the billboard business.”

Looking Ahead

Though Richard doesn’t envision himself working into his 90s, he’s not quite done yet. “I might still work, but not 50 weeks a year,” he said. His focus is on a gradual transition—mentoring Bo, scaling back, and ensuring Porter Outdoor’s legacy remains in good hands.

His story, though told with humility, is one of resilience, responsibility, and reinvention. And as Becky put it best: What a legacy.

Disclaimer:  This article was written with the recording transcript using AI.