Local Media Association presented the Major Account Outlook last week via conference call with Steve Winslow of Best Buy, Steve Mueller of GeoMentum and Tyler Kelly of Centro. The purpose of the call was to give members the opportunity to ask questions and review plans for 2012. They all are firm believers in community newspapers with local editorial content. “We send insertion orders to 4,500 newspapers every week” said Mueller. Content is critical to them and they are looking for information on enhanced distribution (i.e. social media) as people consume media differently. And all of this “becomes part of the psychology as we try to connect with customers,” said Mueller.
According to Winslow “we want the newspaper to be the eyes and ears in the market.” It’s critical to know growth demos, market shifts, etc. “It’s important to keep us updated” on changes. When they are placing advertising they are looking for the 40-60% penetration in a market.
When asked about whether the digital placement will stay a separate “ask” Kelly said there would be “no change.” Mueller mentioned that it’s challenging buying websites: Pricing isn’t consistent and not scalable. Centro becomes a good avenue. Best Buy uses RazorFish for online placements and Winslow mentions that it’s important to keep information up to date in those databases as well. Mueller mentions that retailers need to find a way to drive behavior to the website (and not just with a circular online).
To hear the complete audio recording, click here.