Home' Local Media Today : December 2012 Contents 14 | LOCAL MEDIA TODAY | December 2012
From whitepapers, to briefs, to
newsletters, to full blown research
reports, it seems there is always an
abundance of fresh trends, updates
and projections to digest. Taking
the time to sort through all of it is
almost impossible. You could ask your
marketing department to provide you
with periodic updates and have them
summarize the most relevant statistics
for your market and then create slides
for use in sales
you don't have
is even greater.
It's a never-
stay current. Even more
important is turning these stats into
A recent Local Media Association
webinar showcased a thirty minute
digital research update that
summarized the latest stats and trends
on topics such as Small and Medium
size Businesses (SMB's), Boomers,
Hispanics, mobile and mobile websites,
QR Codes, tablets, search engine
marketing (SEM) and online display
advertising. The slides were made
available to attendees to use for staff
updates, training, strategy sessions,
seminars, etc. and are available to all
members via the archived webinars on
LMA's website (www.localmedia.org).
Here are just a few examples of
key stats presented and the potential
revenue opportunities available.
As mobile search continues to
grow, so does the amount of money
advertisers are spending on paid
search. According to Google, paid
search spending has increased more
than 30% in 2012. Advertisers are
also continuing to spend money on
online display ads. Both of these
stats can be used to convince local
advertisers to spend money on your
newspaper website and/or on paid
search advertising. If you provide SEM
services you can take a share of those
dollars instead of other sellers.
According to Nielsen, Smartphones
now represents 55% of all cell phones.
Consumers are using their
smartphones to search
for products and services,
research, shopping and much
more. The greatest benefit
to local businesses is that
90% of smartphone searches
are local and 87% of those
searches result in some kind
of action such as click to call, a
direct visit to the local store or
purchase from an online store.
For local businesses, this means getting
in the mobile website game is critical.
For newspapers, this is a gift-wrapped
opportunity to sell a mobile website
and open the door to other digital
services and print ads.
Are your advertisers looking for
a more effective means to reach the
Hispanic market? Then they better
have a good looking, well organized
mobile website because the number of
Hispanics with smartphones (57% vs.
46% of non-hispanics) is growing fast.
They also skew higher in key categories
such as Facebook (91% vs. 81% of non-
hispanics), e-reader and tablet usage,
online shopping and online research.
While QR Code usage is still rather
small at 6%, almost 50% of scans are
coming from print products. Put those
QR codes in your print ads. Better yet,
be the local resource for providing turn-
key QR codes and destination pages.
Unraveling Digital Data
Synthesizing The Data
Al Bonner of V3 Integrated Marketing publishes
a monthly Digital Intelligence Report designed to
be a turn-key summary of the latest key research
stats and trends. The monthly report is provided in
summary form and in a ready-to-go presentation
deck that can be used for local staff training,
advertiser presentations, newsletters or local
seminars. If you're interested in how you can
receive this monthly report, contact Al Bonner at
785-856-0421 or email him at email@example.com .
BY AL BONNER
For newspapers, this is a gift-wrapped
opportunity to sell a mobile website and open the
door to other digital services and print ads.
Planning the Sales Call
You fnally got the appointment. A great
opportunity to score a good advertser rests, in
large part, on the all important sales call and
now it’s tme to plan you strategy and presen-
We all know the feeling of ‘where do I
start’ when it comes to planning that call and
LMA is hostng a one-hour webinar in late
December on this very topic. This webinar is included in your
LMA membership and is ofered at no charge to all LMA members. There
is no limit to the number of seats you can reserve for this meetng.
Join LMA on December 20 for a one-hour FREE webinar that’s all about
‘Pre-Call Planning’. Ben Dils, Digital Sales Manager at The Washington
Examiner (VA), will draw on his broad experience in all aspects of
advertsing sales, marketng management and promotonal events to
present this session.
Perfect for sales managers and reps, this webinar will walk atendees
through the preparatory steps for making a professional, needs
assessment sales call. Ben will take you through an in-depth complete
checklist of informaton and tools you can use to ‘wow’ prospects and
separate your sales approach from anyone in the market. Atendees will
also be given a pre-call planning document that can be put into acton
• Webinar will be held on Thursday, December 20 at 3pm Eastern tme.
• Free for LMA members.
• Watch your inbox for one click registraton or go to LMA’s website and
register under the webinars tab. www.Localmedia.Org
Free Training Opportunity for LMA Members
Digital Services Are Needed
Here are a couple great door openers
for digital services conversations. A 2012
Google study says only 13% of businesses
have a phone number displayed on the
main page of their website. Users will
go somewhere else if they have to work
to find something as simple as a phone
number. Less than 5% of small and
medium size businesses have a mobile
enabled website. Both of these stats can
be the start of a larger digital strategy
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