Home' Local Media Today : November 2012 Contents 6 | LOCAL MEDIA TODAY | November 2012
Through the extensive white paper reports, case studies and the correlated expertly
conducted webinars, LMIA members have gleaned the latest intelligence to turn con-
cepts into practices and have benefitted by the accelerated learning curve provided by
this comprehensive monthly suite of data. Nine reports have been published to date,
with several more in the pipeline for release soon. If you have missed these reports,
now is precisely the time of year you should take time to review them and consider sub-
scribing to this valuable offshoot of your membership in the Local Media Association.
So far in the program, LMIA subscribers have received the following reports.
Reinvigorate Your Bottom Line for 2013
The Local Media Innovation Alliance Advantage:
Continued from Cover
The Local Digital Ad Agency
Emerging Opportunity for Innovative Media Companies
RELEASE DATE: DEC. 21, 2011
PUBLISHED BY THE LOCAL MEDIA INNOVATION ALLIANCE
360° AdverTIsIng sALes sTrATegIes:
This report features the top takeaways
from the 2012 WAN-IFRA study tour that
focused on 360° advertising sales strategies.
LMA President Nancy Lane and then Local
Media Foundation Chairman of the Board
Steve Parker participated in this tour and
in this report they share volumes of data
gleaned from our European counterparts.
The companies visited had strong digital
revenues (average was 25% of total ad rev-
enue coming from digital with a few sur-
passing 50%). They also greatly value print
and continue to innovate on that side of the
business. According to Lane, “My favorite
takeaways are: large format ads on the home
page, investment in mobile and tablets, innovation on the print side
of the business, and the multi-channel sales approach.”
This report highlights tactics for
revenue growth through social media
with a focus on Facebook. It includes
an in-depth case study from the Denver
Post that showcases several successful
campaigns and approaches.
This report outlines thirteen dif-
ferent opportunities for media companies to
resell other products to increase their prod-
uct offering to attract new customers while
offering deeper service to their key accounts.
Several new or lesser-known opportunities
are featured including YP.com, Pandora, so-
cial CRM services and more. Specific tactics
and deal points are included.
This report focuses on leveraging a news-
paper’s strengths to develop a successful event
strategy, and profiles the immensely successful
program of the Chattanooga Times Free Press,
which has generated millions of dollars in the
past three years. The report features specific event
types, and steps for success from the project plan
to booking entertainment and revenue sources.
The company has also benefitted by increasing
readership and audience while decreasing mar-
keting expenses, and diversifying their revenue
base through this strategy with only 1 1/2 people
dedicated full-time to the effort.
In this report, the very successful Morris
Communications SOLOMO (social, local,
mobile) strategy is explored in detail focusing
on The Savannah Morning News efforts over
a six month period. The report includes de-
tails on the sales effort, pricing, the strategy,
generating leads through a seminar series,
the product offering and packaging,
and specific keys to success.
open sourCe soFTWAre:
In this report, three media companies
that have successfully reinvented their
newsrooms through utilizing low to no-
cost toolsets are explored in detail. The
Bangor Daily News successfully replaced
an aging front-end editorial system with a
combination of WordPress and
GoogleDocs, and was able to leverage
cost savings to increase their coverage
areas and reporter head count while
delivering an improved product and
data-driven strategy for content develop-
ment. McNaughton Newspapers replaced
vendor solutions that did not meet all of
their needs with an open source solution leveraging WordPress, and devel-
oped a product strategy that ties in with and mirrors their print strategy. The
Journal Register Company / Digital First Media was able to empower their
local markets to innovate in entirely new ways, and has developed increased
traffic, audience, and connection with several of their communities.
This report highlight technical specifics and support for each of these ef-
forts, and is a must-read for companies seeking
a focus on innovation in their news coverage and
products and reviewing systems and process.
In this dynamic report, the opportuni-
ties that lie in serving advertisers as a digital
agency are explored. See detailed case
studies of three companies as they have
embarked upon this effort. Update: Since
this report has been written, Dream Local
Digital has offered free reviews and strategic
planning discussions to any media company
interested in determining their readiness, or
interest in this strategy.
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