local media insider
Conference Roundup
32 results total, viewing 11 - 20
Four mega-trends emerged from the ballrooms and hallways of the Key Executives Mega-conference last week. And all of them underscored the decline in marketing importance - or at least growth of the banner ad as a business model. While previous conferences focused on how to get a 60% sell-through, the most interesting speakers this year were more likely to refer to banner ads as interruptive, while pressing on to more interesting opportunities: more
This year's Local Media Association's Ad Director's and publisher's conference focused on new revenue streams. Here are some of our take aways and observations: more
After attending the RadioInk conference this week, I did an informal survey of "take aways" from the attendees. Most had great things to say about the key note from Nolan Bushnell - founder … more
We almost didn't promote one of this week's reports, "The best versus the rest," taken from a presentation at the Borrell 2012 Local Online Advertising Conference, because it restated some oof what appears to be "the obvious." However, I have gotten a number of phone calls in the last few weeks from mid-level execs at small and large companies, concerned that very top people in the company are still on the fence about shifting resources to digital as significantly or quickly as they feel is required to keep up. So we are promoting the report this week on what key initiatives five companies who lead in market share think are most important. A key element in all five "best" companies is that digital leadership at the very top levels is committed, evangelical and backing that commitment with attention and resources. more
Since this week we have a number of reports on mobile, i thought I'd share a few insights from the recent NAA conference. One of the most interesting slides at the recent 2012 NAA Conference is a map that shows the geographic location of mobile readers of the Denver Post. Apparently large numbers of folks are … more
Last week, we touched on the importance of creating brave new local brands. But let's back up an look at how social media has impacted what a brand actually is. Speaking at the 2012 Local Online Advertising Conference, AdAge columnist and marketing guru, Bob Garfield laid out his theory that a brand is no longer just the personality of the products, but how the company itself behaves as employer, community citizen and sales person - all the activities that create conversations in their communities. In the "Relationship Era" that has succeeded the Consumer Era, this creates unique challenges for local media companies. On one hand, what they sell, "one to many" advertising is rendered impotent - or at least much less efficient - for merchants trying to send out their message. And then media have their own brands to worry about. Yesterday a taxi cab driver asked if I was going to the "dinosaur convention," referring to the annual meet-up of the largest newspaper association in North America. Do local media companies have a problem with their brands? You bet. And it won't be solved by running a few house ads or changing up the slogan. more
Maryam Banikarim, CMO, Gannett Corp Inc, is in charge of helping transform a local media company its 83 daily newspapers, 23 TV stations, and digital media assets that include PointRoll, ShopLocal and CareerBuilder. Hired in 2011 to help the multibillion-dollar company tell its story of transformation, she shared these nine powerful ideas that transform companies at the 2012 LocalOnlineAdvertising Conference. more
At last week's 2012 Borrell Local Online Advertising Conference the most interesting presentations touched on the need for traditional media companies to create brave, new local media brands. For the most part, media rebranding has been about simply renaming companies as media companies, rather than "print" or "television," especially helpful for media that own both print and broadcast. Thus The Gazette became Source Media, and the trades are littered with companies dropping words like "broadcast, television" as well as "daily, weekly" and so on. But what has been broken in the way we cover the news is not just a fragmentation of channels. It is the mediocrity of voice. more
At the Key Executives Mega-Conference last week, several publishers came forward with cleverly rendered new approaches to emerging models. Schurz Media's email initiative provides a simple, overlooked source of.... drum roll please... banner advertising revenues. The most active Shurz markets are selling around $30,000 of ads on emails, even with very small, but targeted databases. The idea is that 150 people, who are, say interested in buying a home, are an easy upsell that realtors understand. Stay tuned for our case study on this in the weeks ahead. This week's case study looks at Kelsey Square Communications, a new inhouse agency created at Holden Landmark Company, a group of four weeklies and a monthly in Worcester, Massachusetts and a few surrounding communities. This initiative is unique – and, we think, smart - in that it employs no additional staff but takes advantage of the opportunity to sell PR and graphic services, as well as a few newly minted ones. And finally, Joe Boydston, VP/technology and new media at McNaughton Newspaper Group in Frairchild, Ca. caused a stir after showing how his newspapers are produced entirely on WordPress, including a system that requires editors to Tweet all stories as the final step in editing, and before they go online, and the formation of newspaperfoundation.org, an organization dedicated to helping newspapers convert to open source technology. Also in the spotlight at the conference is the huge potential of seasonal deal stores. Grouping better deals around the right seasons and running them longer, rather than a fixed 365 schedule, just makes economic sense. Also evolving quickly are mobile advertising sales, though it is clear that print companies have fallen far behind television in building and selling mobile products. But aside from these gems, the most interesting development at the conference may have been The Mood. more
With strong arts, entertainment and political franchises, alternative weeklies are known for sass, sex and creativity. How far that creativity extends into the digital world was on display at the Association of Alternative Weeklies (AAN) 2012 Online Conference. Several publishers spoke about their experience innovating more deeply into key verticals and areas of strength. more
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