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The crystal-ball outlook of our 2014 webinars
We started the year by announc-
ing our new “Quick Bite” series. A
series of thirty-minute webinars
designed to help time-pressed members.
Altogether, we plan to finish out the year
having offered 45 free, member webinars.
Please check out any, or all, of our webinars,
which are archived on the site under the
So, we started the year with two forecast-
ing webinars. It is interesting to look back at
these and see what they predicted for 2014
Our first January webinar was the “Fu-
ture of Local Media” by Borrell Associates.
Both Gordon Borrell and Kip Cassino of
Borrell Associates walked us through the shifts in average
daily time spent in media. In traditional media, everyone
except cable and out-of-home lost time spent with them.
For 2008 to 2015, legacy media will drop by 65.6 percent
and digital media will increase by 46.4 percent. Interest-
ingly enough, by 2018, consumers will curtail their total
media time spent by 19 minutes.
Newspapers are currently holding steady – they had
a slight increase from 2012 to 2013. The forecast for 2014
through 2018 will be minimal gains for ROP and classi-
fieds; on the other hand, preprints will drop. For smaller
newspapers, the overall outlook is more positive, with
higher gains across the board, as more people turn to local
newspapers for their information and news.
In 2013, legacy-media-companies controlled 52.1
percent of the total local adverting pie (digital taking only
47.9 percent) but by 2018, this will shift to 23.4 percent for
legacy and digital will represent 76.6 percent
Later in January, our next webinar was
“Small Business Marketing Forecast” by C.
Lee Smith, the president and CEO of Sales
Development Services and Ad-ology Research.
It showed us that there were four key findings:
1. SMB’s were optimistic. When asked
about looking ahead to 2014 how they
expected their company’s sales to compare
to 2013, 51.5 percent of them said they ex-
pected sales to increase. Forty-two percent
of them expected it to be flat.
2. There would be more opportunities
for digital marketing in 2014. Slightly more
than 23 percent would spend more on web-
site design and development in 2014. Of those that had
their own website (almost 70 percent), only 27 percent
were optimized for viewing on smartphones. Twenty-
two percent said they would spend more on SEO. Content
services for e-newsletters, blogs and social media where
expected to be big areas of opportunity.
3. Ads on social networks would continue upwards in
2014. Twenty-five and a half percent said they expected
to increase their spending on social media marketing in
2014. Only 17 percent said less (54.1 percent said same).
Forty percent surveyed are those that spend less than
$1,000 per year on advertising. Fifty-four percent market
B2B services and products. Around one-third is B2Cs that
spend more than $1,000 annually on ads.
4. This was the good news -just slightly more than 38
percent said that they would spend more on advertising in
2014. This was a rise from the 30.5 percent who said they
would increase their spending in 2013. (The question was
asked of SMBs spending at least $1,000 per year in adver-
tising.) So budgets were expected to increase 4.8 percent
for 2014 vs. 2013.
The top 5 media budget gainers from small business
owners was predicted to be direct mail (21.9 percent
more), online display/banner ads (20.7 percent more),
Following previous trends the most desired traits in a
media rep by advertisers who spend more than $1,000 a
year in advertising were (in order):
1. Knows my company/line of business
2. Knows my customers
3. Delivers what he/she promises
4. Knows his/her product
5. Professional (in conduct and appearance)
It is interesting to look back at the predictions made
at the beginning of the year and see how the crystal ball
outlooks fared. We’ll start out 2015 with some more webi-
nars of 2015 forecasts to keep you up-to-date on the latest
trends. In the meantime don’t overlook our archives of a
great year of free, member webinars.
Sales & Marketing
COMMUNITY NEWSPAPERS HOLDINGS, INC.
We are pleased to have represented CNHI in this transaction.
TO AFFILIATES OF
BOONE NEWSPAPERS, INC.
Dirks, Van Essen & Murray
Santa Fe, NM t: 505.820.2700 www.dirksvanessen.com
PORT ARTHUR (TX) NEWS
8,100 daily circulation
ORANGE (TX) LEADER
3,000 twice weekly circulation
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