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Continued: After court case, Insignia Systems' new CEO reviving its marketing business

  • Article by: NEAL ST. ANTHONY , Star Tribune
  • Last update: September 20, 2013 - 10:39 PM

“They settled the lawsuit and then everything fell apart,” Hendry said. “Now they are back on track with new management.

“I would hope … that they would consider taking the company private. They’ve got $22 million in the bank. The cost of being public, with all the new regulations, doesn’t make sense for a company this size. I would say I’m excited about the prospects … and then maybe sell the company in the next three to five years. They have a unique laser technology. They also could use some more business.”

Insignia management declines to speculate about its ownership future.

Dall, though, was happy last week to show off the company’s automated laser die-cut production technology, a $2 million software-driven equipment assembly, customized for Insignia so that operators can automatically make and package customized promotions for each of its 22,000-plus retailers without human hands. It’s only two years old.

“We’ve reinvested in the company,” Dall said. “The recent results speak for themselves. We’re delivering on a vision for the next chapter.”

Under the 2011 settlement, New York-based News America paid Insignia $125 million and Insignia paid $4 million in return for a 10-year business arrangement that gives Insignia access to some News America clients. In its lawsuit, Insignia alleged that News America violated U.S. antitrust law and laws that prohibit unfair disparagement of competitors. Essentially, it charged the Murdoch operation with trying to bully it out of business. It sued for $250 million in damages and settled for $125 million.

Neal St. Anthony • 612-673-7144

Note: This column normally would appear in this coming Monday’s Star Trib­une. The column will return to that Monday schedule on Sept. 30.

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