Two key messages need to be remembered up front when the newcomer begins investigating digital signage: Do not be intimidated, and Do your homework.1 From (1) initial goal and plan setting, coupled with actual growth and development of the network, then to (2) a measured test or pilot project, and finally to (3) the question of further network growth, the answers up front-or part of the answers-go a long way toward longer-term peace of mind (and profits and success). In addition, always remember: Know Thy Audience!