Entries for the 'Local Media Association News' Category
The report is out and features nine key-takeaways. ROI guaranteed or your money back!
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We've just added July 29th for the start of the next training. Did you know that over $6 billion was spent on local search in 2012? Sign-up now and triple your search revenue!
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Kevin Ma has again been recognized by Local Media Association as its Journalist of the Year, as judged by the faculty at the Medill School of Journalism at Northwestern University.
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Newsrooms across North America received the much awaited results of the Local Media Association 2012 Editorial Contest last month. Metroland Media Group led all companies with an impressive 129 awards.
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Are you in California? We are sending Amie Stein, our Training and Development Director, to the Bay Area in California in late-June to train sales professionals to be experts in Google AdWords.
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We've re-launched our Sales Certification Program with the release of the all new Fundamentals Media Course. This self-paced course consists of eight 30-minute video modules that prepare an advertising sales professional to successfully present effective advertising solutions that drive client-value and generate measurable sales-results.
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Chicago - From the Monetizing Social session with Shannon Kinney & Bev Crandon from Dream Local Digital: Selling digital agency services is not the same as selling advertising. You are selling marketing. This requires a different skill set.
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FREE REPORT NOW AVAILABLE TO LOCAL MEDIA ASSOCIATION MEMBERS
Local Media Association loves to provide added-value to our members on a regular basis. So in addition to the 24+ free webinars that we will conduct this year as well as the free virtual two-day advertising conference that we added in the summer, we are pleased to issue various research reports and white papers from time to time.
This latest report takes a look inside Groupon. Despite the negative headlines, this disruptive innovator is showing serious growth in North America and is building a business model that will transition past "deal of the day."
LMA president Nancy Lane and LMA board member Brandon Erlacher spent an afternoon at Groupon headquarters this month along with WAN-IFRA study tour participants from India, Slovakia, Germany, Ireland and Brazil. This report showcases the top takeaways from the visit.
To order your free copy, memebers simply need to like us on Facebook then send an e-mail to email@example.com with the e-mail address for us to send the report to.
Non-Local Media Association members can purchase the report for $99 by clicking here.
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Shaw Suburban Media
Be there on November 7 in Chicago to learn more about:
• How GateHouse Media has generated $2.6 million in contest revenue already this year
• Shaw Media's deal that exceeded $175,000 this month
• Why Source Media/Cedar Rapids Gazette is one of North America's top deal producers
• How WGN/Chicago uses contests to drive big revenue gains
• What Second Street's top deal & promotions clients have in common
• Where this space is going over the next five years
• And much, much more!
To register, click here. The host hotel is the affordable Sheraton O'Hare Airport in Chicago. ROI is guaranteed or your money back.
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Wednesday, September 12, 2012
Breakout Session: E-mail Marketing
by Deb Shaw
Three media professionals shared the panel to talk about e-mail marketing this afternoon. Each gave insights into their unique approaches but one thing was common – email marketing is generating revenue and it’s profitable.
From left, Samantha, Allison, Rich
From Allison Cusick, Digital Marketing Manager, The Elkhart Truth (IN)
- They’ve been collecting email addresses for years. They’ve been collected from multiple sources but essentially any and all touch points with customers and market residents are used.
- With a total of roughly 77,000 addresses, they boiled that down to just over 41,000 useable addresses when they got ready to go full steam into their email marketing program.
- Since January, they’ve conducted 19 contests and surveys to grow their database.
- They’re selling marketing campaigns to local businesses at the rate of $12/M plus an extra $5/CPM for added levels like gender, income, job industry, interest/lifestyles.
From Samantha Johnston, Executive Director, Colorado Press Association
- Sync2Media is a separate division of the association. Developed to become more relevant to advertisers seeking to buy audience.
- Regardless of how technically savvy your market is, people understand what email is and why it’s important.
- Traditional newspaper and website advertising channels are strong; email is an affordable and viable audience extension tool.
- Consumers prefer receiving email marketing messages over message sent via texting and Facebook.
- Email marketing is very scalable, can be executed successfully in large and small markets.
- Open rates range from 10-17%; click thru rates range from 1.5-2.5%.
From Rich Whippen, President/CEO, Washington Suburban Press Network
- His newspaper network is huge with print circulation totaling over 1,000,000.
- They got into email marketing to generate revenue and it’s working. Last month alone, they generated $150K in profit from the program. Media Prowler is their email marketing division.
- Key ingredients to his success is transparency and purity of the data.
- There are a lot of email marketers – many are peddling inferior data. Make sure yours is clean and crisp.
- They will sell e-mail lists to clients, ranging in price from $25/M to $55/M depending on size and scope of sale.
- Go to www.mediaprowler.com to get a live experience of selecting email data.
- Rich is willing to explore partnerships with other publishers, to wholesale their collected data to others in the industry.
Allison Cuslock, firstname.lastname@example.org
Samantha Johnston, email@example.com
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Wednesday, September 12, 2012
The 2017 Project: Looking Down the Road
by Deb Shaw
Centro Founder & President Shawn Riegsecker is a smart guy and he’s got the capital to prove it. In 2010 he took on the full time job (on top of his full time job) of raising venture capital and ultimately succeeded in raising $22.5 million that settled in December 2010. Good for him and Centro….bad for their 2011 strategy development because the capital raising process was so all consuming. So, as he started 2011, he took himself off to the desert for nine days to think, analyze, and envision what the future looks like so he could plan and direct the best use of his resources.
Centro Founder & President Shawn Riegsecker shared his media vision for 2017 and beyond.
His prognostications took center stage this morning at the LMA Fall Conference as he took the audience of several hundred media professionals on a journey to 2017. Admitting that he’s going out on a limb with his predictions, he also pointed out that he was willing to do so because he believes very much that this is what the future looks like. Some of what he sees ahead:
- Disruption will be 10x the magnitude of what we’ve seen in the last 10 years.
- For newspapers, print large metros don’t exist; national print dailies are still breathing; smaller community dailies and weeklies are doing well. Capitalizing on the local connection is paramount.
- The tablet revolution continues and wreaks havoc on all traditional ways of consuming data.
- There will be a ‘to the death’ match between telco/wireless/cable providers. OPPORTUNITY HERE – these providers will need to advertise!
- Twitter is HUGE. Previously Riegsecker thought Facebook might own Twitter in the future; now he wonders if that might be reversed.
- Mobile phones become more powerful than laptops; the ‘screen’ is important.
- Video is ubiquitous thanks to technology advances in HD compression.
- The preprint problem – he says this business will fall off the cliff in 2014.
- Digital editions survive, and many thrive possibly if they get on the tablet bandwagon now.
- There’s a collapse of segregated and silo media – no more offline or online media. It will all be just media and the choices will be Text, Image, Audio, Video, Social.
- On the buying side, audience and media fragmentation is enormous making the media buying process even more complex.
- Publishers of quality content are the proxies to audience. Local is key. Local media companies, exactly like LMA members, are sitting in the cat bird seat. “As an industry, you guys are in the premium bucket.”
Riegsecker captivated the standing room only audience with these and many other predictions. Time will tell….
Visit www.centro.net for more on Shawn and his company.
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New Category of Membership for Research & Development Partners Tops the List of Changes
A series of bylaws changes were recommended by the Local Media Association's board of directors recently and the membership voted unanimously to approve all of the changes.
Most of the changes that were recommended involved replacing outdated language and also changing language to reflect the new name (On January 1, 2012 the organization changed its name from Suburban Newspapers of America to Local Media Association). Other changes included the right for the immediate past chairman to be a voting member of the board (previously an ex-officio, non-voting member) and a quorum of 30% for future bylaws changes (the previous version did not establish a quorum).
The biggest and most exciting change was the creation of a new class of membership called R&D partners (Research & Development Partners). This class provides a higher level option for those that provide goods and services to the industry. The new class comes with voting rights and the ability to serve on the board of directors. The changes also allow two associate or R&D members to serve on the board at any given time as opposed to just one in the prior version.
"Our associate members have always been an important part of our membership" said Nancy Lane, president, Local Media Association. "Some of them want to play a bigger role with our association and we welcome that. This new level of membership will allow them to do that and will provide increased benefits to them. We especially like the term 'R&D partner' as this more accurately reflects their important role in the local media industry."
Currently Gordon Borrell, CEO, Borrell Associates serves on the Local Media Association board and is in fact moving into the chairs and will eventually become chairman of the board in 2015. This fall Matt Coen, CEO, Second Street Media will join the board as the second associate/R&D member. "Gordon's contributions have been significant" said Lane, "He brings a different and welcomed perspective to our meetings and helps us in ways that are different from our newspaper board members. We think that Matt will also strengthen our board and help us in our efforts to innovate, educate and inspire the industry during this time of great transition."
Note that the bylaws changes did not include any revisions to membership requirements for newspaper members. The Local Media Association board of directors continues to meet with members and host two-way discussions to better understand their position. The board does expect to recommend further changes to at least address the treatment of online-only members and to possibly expand beyond that. The board welcomes the input of all members. Send comments to board chairman Jon Rust at firstname.lastname@example.org.
For more information about the R&D class of membership, contact Al Cupo at (215) 256-6801 or email@example.com, or Deanna Lewis at (207) 384-5022 or firstname.lastname@example.org.
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Local Media Association’s highest individual honor salutes leadership, innovation and achievement.
From a humble start as a part timer in the classified department of Oshawa This Week, Betty Carr forged an outstandingly successful decades-long career in the community newspaper industry. Now, capping off her professional career from which she just recently retired, Carr has been selected to receive the Local Media Association 2012 Dean S. Lesher Award. In recognition of her outstanding contributions to her company, community and the local newspaper industry at large, Carr has been resoundingly chosen for this lifetime achievement award, LMA’s highest honor. It is bestowed annually on an individual who has enhanced the industry through leadership, innovation and achievement of excellence in both their company and community.
In honoring Carr, who retired from her position as vice president of Metroland Media Group’s Toronto division and publisher of Toronto Community News in the spring, LMA is saluting one of the industry’s finest. She has made a vast imprint on the local community newspaper industry, within her company and in her community. According to Peter Haggert, Editor in Chief of Toronto Community News, “(Betty is) someone who fought an uphill battle, took a one-paper publisher's job nobody wanted, and turned it into an incredibly successful franchise of community newspapers in Canada's largest city.”
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Event Marketing Now Represents a Huge Revenue Stream for the Times Free-Press
Event marketing is not new and many Local Media Association members do a fine job with this area of the business. What is new is the approach that Jason Taylor, President & Publisher of the Times Free-Press in Chattanooga, TN has taken. This approach has resulted in a major new revenue stream for his company and has elevated the Times Free-Press' brand in the marketplace.
Taylor takes events to the next level and produces a wide variety of them from very small (think movie theatre previews and spelling bees) to very large (events centered on women, seniors, kids, prep sports and more). The event calendar continues to grow (they now produce over 18 events per year) as does the revenue. His company is enjoying a good year and he attributes much of their growth to events.
In this high energy, inspirational session, Taylor will kick off the entire fall conference on the morning of September 12. For those that haven't seen him before, be prepared to witness one of the best presentations that you will ever see. He consistently ranks number one in evaluation forms when he is on a program and attendees ask to have him back over and over again. This session will likely provide enough ROI for the entire conference.
Whether you are currently producing a lot of events or not, this session will deliver many ideas to grow this area of your business. It is definitely a not to be missed session!
Additional Conference Details | Program/Agenda
REGISTER ONLINE | Registration Form
Registration fees for Local Media Association members are $595 for the first attendee, $495 for the second attendee if paid by August 21, 2012.
Sheraton Atlanta Hotel
165 Courtland Street NE, Atlanta, GA
Reservation number: (800) 833-8624
Online Reservations: Click here
Hotel Website: Click here
The room rate is $159 (single/double occupancy) per night plus tax. When making your reservations, please reference the Local Media Association Fall Publishers' and Advertising Directors' Conference. Rooms will be offered at the quoted rate based on availability three (3) days before and (3) days after the conference. All conference attendees are encouraged to reserve their hotel rooms as early as possible.
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This six-day tour is scheduled for November 4 through November 9, 2012 and includes stops in Washington DC, New York City and Chicago, IL.
Local Media Association Members can register for this study tour at WAN-IFRA member rates.
Join media professionals from around the world as they visit some of the top digital innovators in the US and learn what platforms and technologies they are using and how they make money with digital.
Highlights include stops at The New York Times, Associated Press and The Daily in New York. You’ll experience Election Day first-hand in Washington D.C and be the guest of the sales team at the Washington Times. In addition, you’ll meet with Gordon Borrell, CEO, Borrell Associates and visit The Chicago Tribune and Cars.com in Chicago.
Topics discussed along the way include:
- Successful digital campaigns
- Cross-media campaigns/packages
- Platforms and products: what is offered and in what packages
- Prices for digital advertising products
- Process/workflow: cooperation with media agencies or direct sale?
- How is the sales team organized: how companies make sure that they have the digital expertise
Complete program details are available on the WAN-IFRA web site at:
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Alex Richards, Staff Writer, Chicago Tribune, Chicago, IL
By: Nancy Lane, president, Local Media Association
Numbers and Databases – How to Find Them, Use Them, Read Them & Interpret Them. Alex Richards, Staff Writer, Chicago Tribune
2 great tools from Google that he recommends:
- Google "Refine" - great tool for dealing with dirty data (standardizing names/places). Works in web browser.
- Google's "Fusion Tables" lowers the barrier to entry for data exploration/analysis. Map data/visualize in charts.
Economic data sources that can provide great information for local markets:
- Bureau of Labor Statistics
- Bureau of Economic Analysis
- PUMS- public use microdata sample
What to ask for:
Data that gets at the strain on families, the fiscal strife that is a source of emotional disruption – the effects of a weak economy.
- Foreclosures, various liens, notices of default (local property assessor and/or recorder)
- Bankruptcy filings (court system)
- Migration patterns (IRS, census)
- Unexcused absences, removals from school (local districts, state education agencies)
- Utilization of public safety nets like SNAP, TANF, job retraining, shelters and food banks
- Prevalence of suicide, where more recent information can come directly from your coroner or medical examiner
Other signs of a stuttering economy:
- State/local sales tax revenues
- New weekly unemployment claims (DOL, state)
- Mass layoff trends in your state (DOL)
- New business licenses, home starts
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