Home' Local Media Today : February 2010 Contents FEBRUARY 2010
Launch In Weeks,
In Ontario, Canada municipal elections
will take place in October of this year.
Here in Toronto, Canada’s largest city
(and the fifth largest in North America) it
is going to be an exciting and drawn-out
election as our present Mayor has already
indicated he will not be running.
We are already in preparation mode; with
a mayor and 44 councilors to be elected it is a huge job for our newsroom. Recently
representatives from our digital media group, and advertising and editorial depart-
ments sat down together to plan an election website.
This might not seem unusual to some of you, but for us this kind of collaborative
effort is fairly recent. When one of the leading candidates for Mayor announced all
of his campaign advertising would be online, we knew we needed to move. We will
launch this site in weeks, rather than months, to grow audience throughout the year
and will be selling online space only to candidates.
Although recent, this
is not the first effort
tal input from digital,
editorial and advertis-
ing. In October of
2009 we kicked off
our inaugural Urban
Heroes project which
included a separate
website as a key
heroes, this project
was the brainchild of
one of our managing
Urban Heroes culminated with an awards evening which included journalists, sales
representatives, advertisers and readers among the guests. Selected nominees and
the winners were posted online and received coverage in an advertiser-supported
eight-page in-paper section. We plan to produce a minimum of three of these a year
across the communities we serve.
So, collaboration, new and re-invented initiatives, in-paper, online and standalone
sections, partnerships, events and shows are all part of our plans for increased top-
line growth in 2010. I am looking forward to our conference in Orlando in March. I
know that I mentioned the conference in my last column but it is worth repeating:
this will be a “Strategic Revenue Summit” with a range of ideas for top-line growth.
Can you afford to miss it? Visit our website (http://www.suburban-news.org) to reg-
Food For Thought
As I write, the earthquake in Haiti continues to dominate the news. Canada has a
significant Haitian population in Montreal and it is impossible to miss the impact
that social networking and other online sites are having on the fundraising effort as
well as other aspects of this humanitarian disaster.
Millions of dollars have been donated with the help of Facebook and Twitter. The
Red Cross reported they have been using these networks, and others, to communi-
cate in disaster areas since 2006. What a great use of this technology!
Of course, media across North America and around the world have been invaluable
in communicating and reporting on the events taking place in the devastated country
of Haiti. A story this big cannot be confined to one medium, more proof, if it were
needed, that our media landscape in 2010 is a tapestry of synergistic elements that
add up to far more than the sum of their parts.
SNA Board of
Join industry peers at
Strategic Revenue Summit
Who Should Attend:
Publishers and top level executives are encouraged to bring
senior staff, including advertising directors, interactive man-
agers and everyone who is charged with generating revenue.
What Sessions Will Cover:
Reinventing Your Sales Organizations
for Tomorrow’s Opportunities
This panel will discuss the sales forces of tomorrow and
what is working in this ever-changing climate. From organi-
zational structure to cultural change, from new levels of
accountability to commission structure overhaul – you will
learn strategies that work as you plan to grow tomorrow’s
Redefining Online Sales –
What is the Right Model Going Forward?
Gordon Borrell will debate this panel of three pub-
lishers on the pros and cons of an online only sales
team versus an integrated staff. You’ll hear first-hand
about the benefits and pitfalls of both approaches.
Stop The Insanity!
Led by the exuberant and superstar salesman Mike
Blinder, this panel will focus on new methods in out-
bound telemarketing, hosting advertiser workshops
and swat selling. You’ll hear new concepts in com-
pensation models, mentoring skills, staff organization
Driving Growth Through Non-Traditional Revenue
Streams. Led by Gareth Charter.
Core business advertising will decrease in the future
and some media companies are already predicting a
near even split between advertiser revenue and “read-
er or user generated revenue.” This session will
examine emerging new revenue streams like premi-
um subscription models, online consumer stores, deal
sites, event marketing and paid content. It will be complemented by a small group exer-
cise workshop immediately following the session to elicit action plans to bring home
10 Ways to Grow your Classified Marketplace in 2010
Classified expert Bev Crandon will showcase 10 ideas that you can use now to grow
your classified revenue in print and online. Be advised though: the “Top 10” list is not
what you might expect and may not be what you want to hear either. But it will inspire
and change your thinking when it comes to the future of classified.
Mobile, eReaders and other Emerging Online Revenue Opportunities
Borrell tells us to “follow the money,” but also tells us that the money is not in mobile
at this time. This panel will discuss how our industry should be allocating
ttime/effort/money in pursuing mobile and other emerging opportunities in 2010.
Same Challenges; Different Industry
You’ll hear from a recording label executive about how the music industry has had to
adapt to a new environment of micro-payments, self-publishers and newly evolving
competition among a sea of critics who predicted its inevitable demise. Our speaker
will share first hand lessons in leading a company through a major transformation in the
Bright Ideas to Build Your Future – 75 Ideas in 75 Minutes. Led by Jason Taylor.
This fast-paced session will pay for your trip to Orlando – guaranteed! More than 75
ideas will be shared that you can quickly take back to your newspaper and
implement. Listen closely to some great ideas from retail, classified, online and niche
from across the country. Come prepared to share what’s working for you.
“This conference is
designed to give
attendees a real tool-
box of working revenue
solutions from across
It’s a great
opportunity to hear
from both industry
consultants and active
who are having revenue
Chattanooga Times Free Press
March 3-5 The Hyatt Regency Grand Cypress Orlando, FL
Register at www.suburban-news.org
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