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his panel from the
consisted of ex-
ecutives from radio,
newspaper and directory busi-
nesses and panelists described
how each business is getting in
the social and mobile game.
Jason Holmes, GM at Ad-
vocate Digital Media (ADM),
leverages existing newspaper
brands to build relationships
and position digital sellers as
digitally focused marketing
experts. The biggest part of their local strategy is having
advertisers sign agency agreements, allowing them to
manage a client’s entire marketing budget and not just
the digital aspect.
Jason made the distinction that they are a digitally
focused marketing company, not a digital agency, and all
of the digital related products are managed by ADM. In
addition, he said that they want to be more than just an
outsourced products and services organization, but an
agency that actually executes a strategy.
Some of the products they sell include social manage-
ment, mobile ad executions, owned digital products and
those in extension channels, and agency services. When
it comes to mobile, it is just “part of what we [ADM] do,”
and is nothing new. He said responsive design is a jump-
ing off point that must be done before other venues are
Stephen Gibbons runs Smart Reach Digital, a division
of Entercom Radio, said that they don’t look at social and
mobile as distinct products to sell, but rather part of an
overall solution that media companies can bring to SMBs.
He also gave the top 10 benefits of selling social and mo-
bile which are as follows:
n Easy to convey relevancy
n Most businesses don’t think of mobile as a separate
n Social and mobile is much deeper into the sales funnel
n For social, the word of mouth parallel resonates
n Bundled together, they play very strategic role
n For Entercom, it is a logical fit with radio
n Price points are reasonable relative to user engagement
n Most everyone has a personal anecdote
n Businesses can’t or won’t manage on their own
n Easy to prove value and convey results
DIRECTORY: DEX MEDIA
Rick Bastian, premium digital services manager at Dex
Media, started out by saying that “every dollar a small
business gives you is extremely important.” With that be-
ing said, the new marketing mix is extremely complicated
and SMBs have a hard time knowing where to start.
He went on to provide four keys to digital sales suc-
n Know your audience. Are you dealing with the expert
or the “I don’t care to know anything person.”
n Be specific. Provide data to support your findings and
give the plethora of data marketers have access to, you
need to offer great insights that can help you sell. In
addition, use this data to prove your worth with case
studies, testimonials and referrals.
n Have a system and stick to it. Think using the sci-
entific method so you can try things over and over in
order to find out what is working. In addition, follow
up regularly with clients and potential clients and cre-
n Show your authority in the space. Certifications from
Google, Bing, Yahoo and other places are great ways to
prove authority. Become your own content marketer
by building your own brand within your organization.
Look for more coverage from this
dynamic conference on LMA’s
website at www.localmedia.org
Manager, Local Search
Radio, Newspaper, Directory Execs Weigh in on Social & Mobile
“Kevin Kamen works relentlessly. Whenever he speaks about the
publishing business or companies, I pay close attention.”
Paul Tash (Mr. Tash is Chairman of the Pulitzer Board
and CEO/Chairman of the Tampa Bay Times.), August 1, 2014
“Kevin Kamen is one of the world’s best-known and most-prolic brokers
of media properties and companies.”
Gypsy C. Gallardo, CEO/Publisher of
The Power Broker Magazine, July 30, 2014
Whose judgement do they trust?
“Kevin Kamen correctly predicted as far back as 2010 that a buyer would
be willing to pay $42 million to $51 million for The Journal ... ‘They paid
about $4 million to $5 million more than they should have,’ Kamen told
WPRI.com ... Kamen suggested Gatehouse was motivated to pay a premium
in part to ensure a competing newspaper chain didn’t get The (Providence)
Ted Nessi, WPRI 12, Providence, Rhode Island, July 23, 2014
Considering selling your publication? You
should have your title nancially valued
correctly and listed for sale. Call or come visit
Kamen & Co. Group Services to assist you.
KAMEN & CO. GROUP SERVICES
NY (516) 379-2797 • FL (727) 786-5930 • FAX (516) 379-3812
626 RXR Plaza, Uniondale, NY 11556
Whose voice do
industry leaders seek?
Just ask them.
From the SoMo Conference
Editor’s note: Last month’s Social+Mobile: Show
Me The Money event in Chicago was co-presented
by Local Media Association, Local Search As-
sociation & Borrell Associates and this article is
from a blog post by Joe Morsello, communications
manager, Local Search Association.
n Professional Customer
n Prepress Technical
COMMERCIAL PRINTING DIVISION
In living color.
Process color that brings your publication to life.
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