Category Archives: Sales

Finally — Big Data targeting on our own local media sites

For several years, local media companies have been in a nasty predicament.

We’ve worked hard for years to build sizable, high-quality local audiences on our websites. And we’ve worked hard to sell banner advertising on those sites.

But we haven’t been able to sell what savvy digital advertisers now want and expect: highly targeted impressions on our sites reaching only the individuals with the highest propensity to buy their products or services. Read the rest of this entry

Big media sales opportunity: Take Big Data to Main Street

What if your local media company had a product that could make local businesses say, “Wow! Can you really do that???”

That’s the Holy Grail of media sales — a solution that meets an urgent need for customers in a way they have never before thought possible.

I saw that kind of solution a couple of weeks ago. I promise you — it will be big. Read the rest of this entry

Visualize your new local marketing agency

When your comfortable, well-established business model is being disrupted, one of the toughest challenges is looking beyond your old business model to visualize what you must become.

In past posts on this blog, one by one, I’ve pointed out a host of new opportunities that are emerging in local media markets. In this post, I’m going to roll them up into a single new business entity we can visualize and work to develop. Read the rest of this entry

Direct access — a huge disruption of local media

For local news media, the most crippling disruption served up by the Internet isn’t in news — it’s in advertising.

And it’s not just other players getting the ad spending we used to get, although there’s plenty of that going on.

The more insidious advertising disruption is that local businesses need less and less advertising than they once did. Read the rest of this entry

How to make money on mobile

Sounds like a great session for a publishers’ conference, doesn’t it? It’s a big topic for local media businesses these days, as mobile web traffic surpasses desktop traffic for more and more newspapers, magazines and broadcast stations.

mobile - smallerThat’s why I spent an afternoon searching the Web recently. Read the rest of this entry

Local retailers need e-commerce, so let’s give it to ’em

The 2015 Top 500 Guide, now in its 12th edition, ranks the 500 leading web merchants in the U.S. and Canada by 2014 online sales and other key metrics. (PRNewsFoto/Internet Retailer)

A recent email from Internet Retailer grabbed my attention.

Its purpose was to plug their new annual Top 500 Guide — a huge directory packed with stats on who’s big in e-commerce, who’s growing market share and who’s not.

But what caught my eye was their take on what’s new in the data.

For years, it said, previous guides had shown big-box stores getting drubbed in e-commerce sales by web-only e-tailers.

“But,” the email said, “…that began changing in 2013, when the chains closed the gap by growing their online sales by 16.7%, taking market share away from manufacturers and catalogers…. Read the rest of this entry

Content marketing: Time to jump on the opportunity

Incredibly beautiful spiral galaxy somewhere in deep spaceInfinite bandwidth.

For those of us in traditional media, it’s the source of our problems, and it’s also the uncharted space of our new opportunities.

With bandwidth rising toward infinity and costs falling to near zero, it’s enabling all sorts of new content models to eat our lunch. “Free” digital bandwidth has enabled all of our disrupters, from early ones like Craigslist and Facebook and to newer ones like BuzzFeed, Instagram and SnapChat. And more will keep coming. Read the rest of this entry

The audience game is forever changed; will we change, too?

Media folks, can we all agree on this statement?

  • We’re in the audience business.

If you disagree, we need to talk, and we’ll do that in a minute.

But first, here’s the nut graf:

As an audience business, we’re overdue for a drastic rethink of what we do. Too often, we’re still doing 20th-century audience thinking amid the starkly different realities of the 21st century. We’re getting pounded on the audience front, and we have to figure out what audience strategies will work in this new environment. Read the rest of this entry

Local media need to join the fight for in-store traffic

In the local media business, whatever hurts retailers hurts us, too. They’re feeling a big hurt right now, and we need to help them fight back.

That big hurt is a steady and continuous decline in store traffic. This means loss of sales, and that leads nowhere good for them — or for local media.

Read the rest of this entry

How to change behavior in your disrupted organization

Cropped handsWhen a company or industry is beset by massive disruption — as the traditional media have been for more than a decade now — it creates two massive challenges:

  1. Figuring out how the business has to change.
  2. Changing behaviors in the organization to get the new things done.

As most people in the newspaper industry can testify, both of these are difficult and relentless. There’s no “one and done” in a disruption as massive as the digital revolution.

And, unfortunately, success at No. 1 is no guarantee of success at No. 2.

Over last three years, I’ve blogged frequently about No. 1. This time let’s look at No. 2. Read the rest of this entry