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Nancy Cawley Lane writes a blog about disruption in local media and her thoughts are
definitely worth the read. Check it out at https://www.linkedin.com/today/author/11309770
always enjoy attending a Borrell
Conference. Last month they
hosted their first West Coast
version and as always, the takeaways were
Here are nine things that I think all lo-
cal media companies should know about
and consider acting on:
1. Co-op is making a
the days of having a co-op
manager on staff? Well
guess what - they are
back! Several speakers recommended the
creation of a central co-op desk. Why?
Because co-op is a $36 billion opportunity
and $14 billion goes unused. Also key
to success is using a good co-op partner
such as AdMall, MultiAd or the Local
Search Association. No surprise, most
of the co-op funds have now switched to
digital. This is a no-brainer opportunity.
2. Beacons offer a tremendous oppor-
tunity when it comes to geo-marketing.
We saw a demo from Yext CEO Howard
Lerman. To understand, download one of
the apps at xone.com on your smartphone
(I chose mapquest). Play around with it
and you will start to see the opportunity.
The challenge for local media companies
is the reliance on an app to make the bea-
con technology work. Borrell's advice is to
put someone in your company in charge
of figuring it out because it represents one
of the biggest opportunities out there. I
3. Are you a Facebook marketing
partner? If not, check it out. Many in the
industry are resellers of Google AdWords
- s o why not Facebook? Truth is, Facebook
is being used by more and more SMBs
and they need help figuring it out. If we're
going to be in the reselling business (and
most of us are now), add Facebook to the
top of the list. The partnership includes
access to technical support, training,
events, innovation competitions, hacks
4. From Yodle - com-
panies that are opera-
tionally embedded and
vertically focused win!
Think Grubhub, Open
Table, ZocDoc and Uber.
Are there local opportunities to apply this
strategy? I think this could be interesting.
5. Think podcasts are a thing of the
past? Think again and check out Pod-
castOne (they have 400 million adver-
tiser impressions per month.) Hubbard
Broadcasting just bought a 30% stake in
this company. Is there a local application?
I think so. College sports comes to mind.
A podcast with the coach could generate a
lot of downloads. We learned that comedy
and sports are the top two categories for
6. Separate digital sales staffs work
(yes I always have to sneak this one in!) YP
has totally transformed their company by
separating print and digital. The Victoria
Advocate separated their teams in 2011
and digital revenue went from 5% to 22%.
The San Francisco Chronicle hasn't sepa-
rated completely, but they have an army
of reps (26) just focused on the digital
agency business. They are forecasting a
36% increase in digital revenue for next
7. Local online video will hit $7.1 bil-
lion in 2015 according to the Borrell fore-
cast and it's going to increase dramatically
in the coming years. We heard how local
media companies are starting to really
monetize in this area from both YouTube
and Tout. Get in the game. Immediately.
8. From Jeff Hay-
zlett - the new CMO is
going to be held more
accountable. They will
come from the business
side not the market-
ing side. We must be
obsessed with data, analytics and results
9. Digital agencies can be profitable
with the right leadership and manage-
ment. WEHCO launched in 2013 and
turned profitable just a month or two ago.
They stuck with it and expect the payoff
to be big going forward. The Victoria
Advocate has 22 FTE's working in their
digital division and the agency part of that
boasts a profit margin of 17% and growing.
The San Francisco Chronicle is doubling
down with two strategies - a high end ap-
proach and a smaller SMB approach. They
are forecasting large increases for next
year. Be patient for profits. Treat this like a
start up. Hire the right leader. And you can
thrive in this business (not for the faint of
I think these nine areas offer tremen-
dous opportunity for local media compa-
nies. I would pick two or three and focus
on them. And I think I can talk Gordon
Borrell into hosting a webinar with me to
further flesh these out. Stay tuned!
LMA President Nancy Lane
@localmediarocks • Nancy.firstname.lastname@example.org
9 ways to grow your
local media company
Local online video will hit $7.1 billion in 2015 according to
the Borrell forecast and it's going to increase dramatically in the
LMA President Nancy Lane at Borrell’s Advantage GeoMarketing conference in San Francisco along with,
from left, Dan Easton, The Victoria Advocate, Gordon Borrell, Borrell Associates and Eric Bright, Deseret
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