So I saw this today:
If there was ever an example of "Buggy Whip vs. Transportation Business" this has to be it. Newspapers and Local Traditional Media companies are trapped into thinking they are Newspaper Companies (TV, Radio, Billboard, etc..) vs. realizing that their biggest asset is probably the intimate access to local business, and experience selling local advertising. Why can't the Gannett or McClatchy salesforce sell online Gooogle Ad's?
Simply because they don't want to. So instead they leave billions on the table for Local.com or ReachLocal or Yodel or any other of a number of others finding success in their market.
These salespeople can also sell Compendium and help every one of their current clients get high rankings on local search by setting up their own blogs....even creating a local blog network under the brand of the local paper. What's great about a Compendium Blogging network for local business is that it's all based on organic search results...not a dime has to go to the search engines and small business blogging has a really high ROI for the local company. Business blogging is one of the most effective ways for a local organization to rank on local search. Blogging benefits are real and would be a great additive to the arsenal of any company selling media to a local business market.
I did throw a call into the Yellow Page people yesterday. Will AT&T or any of these media companies call me? Doubt It. They will just sit back....exactly as Clayton Christiansen predicted in The Innovators Solution.
"Research firm Borrell Associates says pure-play Internet companies such as Local.com dominate local online ad spending with 57.3% of the market, compared to 24.6% for newspapers and 7.8% for directories. Local Internet spending overall is expected to jump 50% to $13.1 billion this year, according to Borrell."
If there was ever an example of "Buggy Whip vs. Transportation Business" this has to be it. Newspapers and Local Traditional Media companies are trapped into thinking they are Newspaper Companies (TV, Radio, Billboard, etc..) vs. realizing that their biggest asset is probably the intimate access to local business, and experience selling local advertising. Why can't the Gannett or McClatchy salesforce sell online Gooogle Ad's?
Simply because they don't want to. So instead they leave billions on the table for Local.com or ReachLocal or Yodel or any other of a number of others finding success in their market.
These salespeople can also sell Compendium and help every one of their current clients get high rankings on local search by setting up their own blogs....even creating a local blog network under the brand of the local paper. What's great about a Compendium Blogging network for local business is that it's all based on organic search results...not a dime has to go to the search engines and small business blogging has a really high ROI for the local company. Business blogging is one of the most effective ways for a local organization to rank on local search. Blogging benefits are real and would be a great additive to the arsenal of any company selling media to a local business market.
I did throw a call into the Yellow Page people yesterday. Will AT&T or any of these media companies call me? Doubt It. They will just sit back....exactly as Clayton Christiansen predicted in The Innovators Solution.
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