Tagged 'local media'

How to Make the World Wide Web More Local

Posted by Leslie Van Zee on February 12th, 2013 at 2:03 pm

For some businesses, being able to market to consumers anywhere on the planet has been a boon. But a much larger segment of the small business community mostly serves customers in their own backyard. Here is a look at how local businesses can use the power of online marketing to reach their local customers.

41% of Online Users May Be Actively Avoiding Your Site

Posted by Jay Friedman on January 17th, 2010 at 12:00 am

What if you knew that 41% of your prospective user base actively avoided your site just because there are too many ads, or the ads were too annoying.  It's not just that they don't think about going there or that you don't have good enough awareness - your site is in their mind as a 'do not visit' because it annoys them so much.  The data comes from this recent study.

So, what kinds of sites would do this?  My guess is that many of them are local media site. Many local media outlets are struggling financially and it's understandable that they want to earn as much revenue as possible.  But at what cost? Let's take a look at a few local media sites I visited at random:
Here is the Atlanta Journal-Constituion web site.  The first thing that loads is this massive auto-expanding ad.  Maybe I'm on to something here:

Next, the Denver Post.  No massive auto-expander but as I scroll down I find a single screenprint section with three ads in it, lots of animation, and one auto-play video.

Then I hit the Miami Herald.  A pop-under!? Is the sub-$1 ecpm they make off something like this really worth annoying the user... Read more

The Worst Reason Some Agencies Still Aren't Doing Digital

Posted by Jay Friedman on April 8th, 2009 at 12:00 am

Most readers on this site are way, way beyond whether or not to "do digital."  For thousands of agencies out there this is not the case.  We've met hundreds of small and mid-sized agencies in our travels. Here are some seriously startling facts from these encounters:

An educated estimate would be that about 60% are not consistently doing digital at all.  
Among all agencies we've met with, the most common response to the question, "What have you done online?", the answer is "Oh, we've definitely done digital.  We've run with the local newspaper a number of times."  These are agencies in large markets, by the way.  Not agencies in DMA #153.
When asked how they ad served these campaigns, 100% of respondents say, "what do you mean?"
When asked if they're aware their campaigns could be short 20% of impressions by not third party serving, 90% say, "We don't know what you mean."

But the degree to which you've cringed at any of the above won't compare to the answer we get about 50% of the time when we ask why digital isn't a part of every plan: "Our clients aren't really asking for it."  Any agency who waits for their clients to lead... Read more