Home' Local Media Today : March 2008 Contents MARCH 2008
Editors note: The question of how LocalPoint goes
to “market” always rises so COO Mike Zuniga
recently explained the typical process.
One of the first items addressed is Why LocalPoint Media? We know that the media
buyer/planner sitting in front of us is very busy and strapped for time. We think, in
their minds, they are asking the question, “Why are these people sitting here and why
should I place business with them?” Immediately we want to address that question, so
we establish the value of the network and what we can bring to the table for them -
access to millions and millions of circulation in great, quality suburban, local and
community publications with fantastic demos through a simplified, one-call, one-
order, one-bill process with pre-negotiated rates. A busy, strapped for time media
buyer will appreciate the fact that a campaign through LPM will make their job easi-
Next, we re-establish the value of the community, suburban and local newspapers. We
are building on all of the great leg work that all of the publishers, ad directors and
sales people have been saying about this segment of the industry for years. And it’s
paying off. Most times the media buyer/planner knows the significance of this portion
of the industry, they’ve read the positive press and are shaking their heads in unison
with us as we discuss “how on fire” community, local and suburban papers are.
We then establish the correlation between their objectives and how the network and
the publications represented can help them meet and exceed that objective.
Then it’s time for the rate discussion. We know through the needs analysis and
research what the target markets are for the client. We dedicate multiple slides to each
market with newspaper front page PDF’s, comments regarding the market and the
publications with the circulation. Additionally, we provide the column inch rate, a
suggested size and the extended cost. Media buyers and planners are very impressed
with the pre-negotiated rates!
In closing the presentation, we ask multiple questions regarding next steps, other
clients, additional campaigns as we try to extend our reach in each agency we call on
looking for as many leads as possible.
To date we have close to 150 proposals on the table and more in the works.
To join LocalPoint Media visit www.localpointmedia.com and follow the instructions.
Mike Zuniga is at 314.453.9125 or firstname.lastname@example.org.
Let’s Talk -
Conversations Spur Classified Ad Sales
Interactivity is about bringing users together as a highly-visible community
through your online or multimedia products. Interactivity is vital to a newspaper’s
While it’s not mine or SNA’s place to tell you which vendor to use, I’m still going
to give you examples of vendors that offer interactive products, many of which are
associate members of SNA. There are things you can do yourself, though, and
there are things you can do with the help of low-cost or free products. We’ll take a
look at many of them over the next few months.
I strongly suggest that you attend the SNA/Editor & Publisher annual Interactive
Media Conference in Las Vegas. Tuesday
May 13 will be devoted to what our news-
papers want and need to hear. I’m going to
present a report from AIM Group, a culmi-
nation of what the consultancy discovered
when evaluating the Web sites of 60 SNA
members. You’ll hear what these online
experts think about how you’re doing, and
what they suggest you do RIGHT NOW to
evolve further. Perhaps best of all, you’re
going to find out which of your peers are
doing a super job at building their online products. These are the folks to call on for help.
While not as community-focused as some others, the “crawl before you walk”
approach to interactivity for those new to rich media is the empowering of online
conversations between classified buyers and sellers.
Deb Dreyfuss-Tuchman, whose digital advertising background includes Chicago
Tribune, Thomson Target Media and Travidia, is now Executive VP of Sales at
AdPay. A long-time classified rich-media vendor, AdPay offers a Click ‘n’ Buy
classified liner product that enables online buyer/seller communication.
“Classifieds are about closing a deal,” Dreyfuss-Tuchman told me. “[AdPay’s] Buy
Now and Make-an-Offer negotiations are all part of the in-person classified shop-
ping experience. It makes sense for buyers and sellers to connect and complete the
same sale when they meet online. Ultimately, this expands the audience universe
and the sale of classified ads and traffic to your site - when consumers can safely
and securely buy and sell locally and beyond their zip code.”
Chicago-based DataBased Ads enables anonymous communications on the Web,
making it possible for a consumer to question a seller without revealing her or his
identity. Digital technology provider Atex is about to launch this feature as well.
“It’s important today in online ads for the buyer and seller to communicate anony-
mously,” said Tom Carnohan, sales director at Atex. “That’s all part of the whole e-
Diana Augustine, Classified Manager at The Sun News in Myrtle Beach SC, said
that its Homefinder Real Estate product enables consumers to send an online mes-
sage or ask a question of the advertising real estate agent. Susan Jones of Century-
21 Thomas in North Myrtle Beach said that online communication is a crucial part
of her agency’s sales success. “Our business is pretty much second home, vacation
home and investment property. The majority of our clients do not live here,” she
said. “We depend on this online communication – it’s where we invest most of our
For further interactive product information, read next month’s Classy Ideas and
join us in Las Vegas May 13. Our Interactive Media Conference may be in “casi-
no city,” but spending money to be there is no gamble. Missing it is.
Sales & Marketing Manager
“You’ll hear what
these online experts
think about how
you’re doing, and
what they suggest
you do RIGHT NOW
to evolve further.”
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