Home' Local Media Today : October 2011 Contents october 2011 | suburban publisHer | 15
BY tANYA HENDERSoN, ADvERtISINg &
MEMBERSHIP RELAtIoNS DIRECtoR
Many SMB’s in your market have no clue
about how to develop and apply digital
solutions to their market offerings and local
media companies are increasingly con-
necting that problem with their services.
According to Kurt Lozier at Dow Jones Local
Media Company, about two thirds of the
local digital ad dollars in most markets are
being spent on promotion and infrastruc-
ture and “we now have an opportunity to
go after these dollars by creating our own
ad agencies in-house.”
It makes perfectly good sense. Most
media companies have talented employees
who are applying their skills to the news-
papers needs so matching that talent to
market needs, and assigning value to it, is
an apt niche for many to develop.
This was the theme of the “Becoming the
Local Agency” session at the fall conference.
“We’re not just selling an audience – we’re
leveraging our talent and services,” said
David Cate, New Media Director, Kingsport
(TN) Times News in his presentation to the
packed house in Phoenix.
The starting point for Cate et al was
friction. He was part of a digital only group
that butted heads with legacy staff so an
overhaul was made that included splitting
the staff and literally moving to a separate
locale. Half of the digital staff moved to their
own building and undertook agency style
work for larger clients. The upshot: they
now host 80-100 commercial web sites.
They created a niche in the market for
affordable services (compared to higher
priced agencies) and their client work is
impressive. It includes:
Bristol Rhythm and Roots –The music
event brought in $60,000 dollars in tickets
sales last year. The agency made $16,000
on a distinctive website that they built
Kingsport Chamber of Commerce -
$100,000 project. They are developing
three websites, mobile sites and texting
Food City – They film and produce cook-
ing schools- $200,000 in print; $25,000 in
Digital revenue is $1million a year- up
from $600,000 a year.
DIGITAL JUMPSTART STRATEGY
In New York, Kathi Hammer, Director of
Advertising for the Hudson Valley Group/
Dow Jones Local Media also wanted to
capture the digital spend that’s available
in the local market.
First they trained their associates – in late
2009 they sent staff to Google Headquarters
to become Google Ad Word certified. They
Creating a niche with
hired campaign managers to grow in-
house knowledge and maintain customer
They knew small and medium busi-
nesses have limited time and resources;
they needed lower cost and lower complex-
ity online solutions that larger ad agencies
They now offer:
Website design and development –
Search Marketing – pay per click; search
Other Digital Services – reputation man-
agement; listing distribution; social
media marketing; mobile marketing
They do some things in-house such as
client management, fulfillment and reports.
They go outside for website development/
According to Hammer, the agency is
now a core focus of our “Digital Jumpstart”
strategy to grow internet revenue by 56%
in fiscal 2012.
David Cate, New Media Director, Kingsport
Kathi Hammer, Director of Advertising,
Hudson Valley Media Group (NY)
Stephen Barrett and Lori Maxim, left, of Sound Publishing met with Devin Hedberg,
Senior Print Media Analyst for Best Buy, during the pre-conference day of one-on-one
meetings with media buyers that SNA arranged as a bonus for conference registrants.
"The Fall Conference presented a big, impressive agenda in a small intimate setting. The
access to our clients and their companies' marketing strategies was valuable and in-depth,"
said Lisa Szal, Eastern Regional National Sales Director for JRC. She's shown here talking
with John Hyland, Midwest Director/Publisher Development for Centro. “The spirit of the
SNA is like no other I have seen!," said Hyland after the conference. "In an industry that
is forced to evolve daily with new technologies and competitors, it is amazing to see so
many leaders work together to adapt, develop new strategies and move forward."
Neil Kirby of Sun Times Media (IL) chats
with Kathy Bonney, Print Media Manager
for Staples. Bonney commented that she
found the positive outlook from the
majority of newspapers she met with to
Conference chairman Cliff Richner, right,
Publisher, Richner Communications (NY)
said the conference captured the essence
of local community newspapering in 2011.
"The rate of change in our industry is simul-
taneously breathtaking, exhilarating and
anxiety-provoking," said Richner. He's shown
here with Joe Boydston, representing the
Innovator of the Year award winning
McNaughton Newspapers Digital Team.
Links Archive August 2011 November 2011 Navigation Previous Page Next Page