Home' Local Media Today : October 2005 Contents OCTOBER 2005
Worried about the effects of online advertising on
your print products?
Extend the value of your print ads by using them to drive traffic to
expanded information on an online Web page with its own URL.
Your non-newspaper competitors can offer online solutions to advertisers.
Only you can offer the power of your local print publication to drive
eyeballs to this feature-rich, but simple-to-build online offering.
Find out how easy it is to offer this combination to YOUR advertisers.
Sign up for a 15-minute, no-obligation webinar at http://demo.
HomePagesUSA.com or call directly for a demo at your convenience.
George Farris, VP Product Development
gfarris@DataBasedAds.com • 773.868 .4770 x309
1.5 million self-service ads placed through our systems with these and other clients:
The Wall Street Journal – The Los Angeles Times – The Chicago Tribune – The Minneapolis Star Tribune
The Baltimore Sun – The Hartford Courant – The Detroit News – The Detroit Free Press – The Myrtle
Beach Sun News – The South Florida Sun Sentinel – The Bradenton Herald – The Wisconsin State Journal
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CASH IN ON CLASSIFIED OPPORTUNITIES
You can always look at a situation with the glass half-empty or half-full.
Certainly the classified category has had its share of ups and downs over the
last four years. The upcoming SNA Classified Managers’ Conference takes a
half-full look at this category that has tremendous opportunities for suburban
and community newspapers.
Why are we so high on classified right now amidst stiff competition from online
competitors and economic factors and trends that are out of our control?
Because suburban and community newspapers are still the best source for local
auto dealers, realtors and employers to reach potential buyers and job candi-
dates. Period. Sure we have some work to do to adapt to the changing times, but
we own the local franchise and need to secure our future.
This conference, scheduled for November 9 – 11, 2005 at the Westin Casuarina
Resort in Las Vegas, is packed with great ideas, opportunity areas and terrific
speakers. We won’t shy away from the tough issues facing this category but we
will focus on the opportunity areas.
Two great examples are the panels dedicated to real estate and private party. On
the real estate front, Jeff Palmer, Vice President Marketing for NRT, Inc. (largest
residential real estate company in the country representing Coldwell Banker and
others) will honestly discuss his company’s needs and how suburban and com-
munity newspapers can meet those needs. A senior level executive from Pulte
Homes will discuss their new Del Webb communities (upscale 55+ develop-
ments that are sweeping the nation) and why the “A section” is a better fit for
them than the traditional real estate section. Two representatives from local
boards of realtors in Cleveland, Ohio and Frederick, Maryland will talk about
the partnerships that they have formed with their local newspaper resulting in
hundreds of thousands of dollars in new business. Charlie Diederich with NAA
will present the latest research and Joe Zekas with Data Based Ads will show-
case what many newspapers are doing across the country to successfully inte-
grate print and online – to the delight of their realtor clients. (Hint: individual
agents build their own ads online, pre-pay and this results in hundreds of pages
a year in new or increased business for the newspaper. It’s the best product that
we have seen in a long time!)
For the private party panel, we will hear how two newspaper companies are
handling new strategies in this area and new competitors such as craigslist. Bob
Williams, Director of Classified for Lee Enterprises and Bob Kempf, Vice
President of Interactive Media for Enterprise NewsMedia (and former new
media manager on the Ottaway Newspapers corporate staff) will share their
insights, experience and advice. Jim Townsend from Classified Intelligence will
preview the soon-to-be released annual craigslist report and a call center expert
will discuss the importance of customer service.
The conference features lots of other sessions including a panel of recruitment
agency executives, pre-owned certified automotive advertising opportunities,
SNA/Borrell 2006 recruitment outlook report, classified rep compensation plans
that motivate and deliver results, a ninety minute great idea session and a lively,
idea-packed session from classified consultant Janet DeGeorge.
As always, this conference is serious business without any fluff. The emphasis
is on the program with the single goal of arming classified managers with a ton
of great ideas to go back and increase revenue at their newspaper immediately.
We hope that you will send at least one representative from your newspaper to
this very affordable conference to take advantage of this terrific programming.
Full conference brochure and registration forms are available at: www.subur-
From the sna
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