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practices for obtaining maximum share of market.
B-to-B with LinkedIn: B2B ad budgets are considerably higher than consumer
directed budgets and ad rates in B2B marketing are about 10x higher than B2C. At
the center of this lucrative space is LinkedIn and this session will get into the nitty-
gritty of harnessing LinkedIn’s marketing capabilities to drive traffic and sales, and
tips on how to cultivate your own B2B enterprise.
Mobile and Directory Publishers: Directory publishers are leading the mobile
way in many local markets and are successfully converting about a third of their
local clients to also include a mobile strategy. In this session, directory insiders will
share local strategies, their keenly aimed product set and the sales approaches that
are proving most effective.
20-Somethings Tell It Like It Is: A candid session, maybe even a little scary, with a
group of millennials will reveal what they really feel about the dizzying array of me-
dia choices and how they envision using media, and the marketing components, to
their advantage. These insights are uncensored and will help attendees understand
the realities of reaching the next consumer generation.
SMB’s Tell it Like It Is: Similar to the 20-something session, this time a group
of diverse SMB representatives will share their perspectives on social and mobile
advertising, marketing preferences and their expectations of media partners. This
direct conversation and unfettered candor can go a long way in helping set priori-
ties with your local clients.
Facebook, Google and ComScore Encounters! Top execs from each of these com-
panies have all confirmed. LinkedIn and Groupon have been invited.
Much more! See the full agenda at www.localmedia.org/Conferences.
CONTINUED FROM PAGE 4
Do you have a plan to capitalize on this new trend?
The buzz these days is all about native advertising. I personally don’t like
that term. To many, it means advertorial. That is not accurate. I prefer con-
tent marketing. To me it means pairing advertising with relevant content
and providing a better experience for both the consumer and the advertiser.
So what’s the big deal? Our industry has been doing this for a long time.
That’s what special sections are all about. While that is true, native advertis-
ing is about so much more.
Perhaps I wouldn’t get it if I hadn’t attended a WAN-IFRA study tour in
Europe last year. We saw incredible resources (and revenue) coming in from
content marketing/native advertising. They didn’t call it that. And in our top
takeaways, we called it “Editorial supports 360 degree advertising strategies.”
Kevin Beatty, CEO of A&N Media out of London (publisher of The Daily
Mail and Metro), said it best to our group, “The demands from advertisers
are shifting to content type opportunities and not just buying ad space.”
To European media companies, this does not mean advertorial. All of the
companies we visited (in London, France, Germany and Sweden) were
working with their editorial departments to write the content for these
types of packages.
At the Telegraph Media Group, they
launched Telegraph Create and that team now
consists of 50 FTE’s. Twenty of those employ-
ees are from the editorial department and are
responsible for writing, photography and vid-
eo. This now represents the fastest growing
piece of their business – growing at 20%-30%
per year. Their tagline is: “Where brands, con-
tent and consumers meet.”
At the recent LMA/Blinder Group Revenue
Summit, we heard about native advertising
from three of our speakers. Andre Eckert, from
Russmedia, Austria was having success selling
packages from $15,000-$30,000 using the for-
mat outlined above. In his case, editorial staff-
ers received financial incentives for this work.
It helped with the buy-in. Chris Edwards from
Fusion Farm (Cedar Rapids) told conference
attendees this is the next big thing. He stressed the importance of having
editorial involved. And GateHouse President & COO Kirk Davis mentioned
it as one of his 13 top ideas to grow revenue this year. They are currently ex-
perimenting in a number of markets.
The Denver Post has been launching “e-books” around certain subject
areas such as skiing. They are able to repurpose content and sell to a sin-
gle sponsor (in the $10,000 range.) These e-books are free for download on
the iPad via the app store. At the Elkhart Truth, they have launched digital
magazines on the iPad. So far they have launched business and industry and
home and garden. They are producing these in-house, using Adobe technol-
ogy. These early editions were sold to multiple advertisers but that strategy
is being tweaked for the next round.
iPad readers prefer full-page ads. And the use of video works perfectly
in that format. Selling related content to single sponsors is a good business
model, especially when much of that content is repurposed.
Local Media Association will be following the developments in native ad-
vertising. Our June Local Media Innovation Alliance report will focus on this
new and emerging trend with case study examples. We will also feature a
session at the upcoming fall conference in St Louis.
For now, weigh in on our poll on Linkedin (Local Media Trends group).
Currently, 35% do not know what native advertising is; 21% are actively sell-
ing it and 28% are planning to sell in the next 3-6 months.
With companies like Samsung allocating 1/5 of their budget to native ad-
vertising this year, this trend is worth checking out.
Andre Eckert from
Russmedia, Austria; at last
month’s LMA Revenue
Native Advertising –
“Where Brands, Content
& Consumers Meet”
LMA President Nancy Lane
@localmediarocks • Nancy.email@example.com
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