Al Cupo, Vice President, Local Media Association
The theme of this year’s Borrell Local Advertising Conference is ”Meet the Disruptors.” Over 500 media professionals from all areas of local media traveled to NYC this week to hear from terrific speakers, network with other attendees and spend time with industry suppliers.
Marketing expert Seth Godin presented the keynote address, “What Should Local Media Do?” During his thirty-minute presentation, Godin offered his perspective on what’s happening now in traditional media and how these challenges can lead to tremendous opportunities. Godin pointed out that from 1930 to 2000, American business was based on providing more of what they do well (make things) a little faster and a little cheaper. He also noted that traditional media played a large role in the success of these companies and also prospered during this time because local media delivered their clients’ advertisements to the local market. The local media business model was based on their ability to deliver relevant local content to people in same area with shared interests.
Fast-forward to today and the definition of local that has changed. The ‘new” local is no longer defined by geography; rather, it’s about identifying people that share the same likes and dislikes regardless of their geographic location. This new local audience wants to connect with each other and it’s up to media companies to make the introductions and provide the platform for these individuals and communities to connect and communicate. The transition from traditional local to the new local provides huge opportunities when combined with a media company’s reputation, brand and reach. Godin told the audience that the first step in making the transition from geo-local to the new local is to “stop bowling; it’s boring.” Rather, be interesting, be creative, be daring and, above all, lead the way by stepping out of the norm to create unique ways of doing the work that matters most to your audience.