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Kevin P. Singleton knows that it takes a lot to make a business stand out in New York City.
So the enterprising general manager of Rockrose Development Corp. mounted a giant electronic message board on the side of 45 Wall St., a 28-story building his company is converting to residences.
In addition to promoting Rockrose's on-site sales office, the 40-foot message board features daily news from Bloomberg Business News and some jokes. In "The Top 10 Reasons to Live and Work Downtown," it mentions that residents can run home to use the bathroom.
"This is New York City," says Mr. Singleton. "If you don't shout your message out, you'll be shouted down."
Playing the naming game
There are plenty who would agree with him. Driven by the...