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On the Web (Especially in Local), Personal Branding Is Everything
As you explore your future and the future of your business in local, I want to help you view the Web as it sees itself. As an innovation, the Web can either be sustaining or disruptive. It can either...
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How Consumer Messaging Is Going From ‘Push’ to ‘Pull’
The biggest battle coming in the world of marketing is a 180-degree shift in the routing of commerce-related messages. Today, we call them “advertisements,” one-directional messages FROM somebody with...
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The Web Isn’t a Local Broadcast Channel, It’s a Listening Post
There it was in the ad for a news director position via Rick Gevers’ excellent website that tracks openings for management people in the local television industry. “It” was a simple statement in the...
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Why Local Media Companies Must Practice ‘Self-Cannibalism’
Exploration in the 17th century was mostly about profit, and this was especially true with the first English settlers who arrived at Jamestown in 1607. They built Fort James for the Virginia Company...
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How Long Will Local Web Video Be Held Hostage by the ’30-Second Spot’?
The 30-second spot will be the ruin of those in local media who shift this old television workhorse to the Web. More and more of these interminably lengthy “commercials” are finding their way to the...
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Why Local Media Should Build Search Products to Take on the PurePlays
The competition for local online ad dollars doesn’t take place on a strictly local playing field. This is a significant threat to local business communities and especially to their media players, who...
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Local Video Copyrights in the Age of Online Virality
As is always the case during major breaking news events, people flocked to digital and legacy media outlets for information during the tornado that killed 24 people in Moore, Oklahoma, last week. It...
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Report: Pureplays Using Legacy Media as a Farm System for Sales Staff
Local media companies need to do something to protect their digital sales assets or run the risk of losing them to pureplay* web companies. That’s just one of the findings of a new study being released...
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Two (Big) Things Preventing Local TV’s Collapse
Memorial Day has passed, and it’s time to start guessing judging the state of the network TV business based on this year’s upfront advertising purchases. Brian Lowry, TV Columnist for Variety, asked...
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It’s 2004 All Over Again: Mobile Spending to Double in 2013
According to a Borrell Associates client memo made available to Street Fight, local mobile advertising will double this year. That’s right; double. In some markets that number may translate into tens...
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Why Mobile Ads Are ‘A Little Scary’ (And Potentially So Valuable)
As we reported yesterday, Borrell Associates is projecting that local mobile ad spending will more than double this year, from $1.5 billion to $3.2 billion. Gordon Borrell told us that the growth was...
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Authenticity: The Force Behind the Local Snowball Effect
Along with speed and transparency, one of the new values that the Web demands is authenticity. For news sites, that means a commitment to truthfulness by bringing readers or viewers as close as...
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Everybody Is a Media Company, So Now What?
The most reliable way to protect your local media business in a time of great cultural change — such as the one we’re in today — is to embrace only the biggest of the trends that define the change. In...
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Why Hyperlocal Is Naturally Suited for Investigative Reporting
A new study by local media research/consulting firm AR&D and Investigative Reporters and Editors (IRE) reveals that investigative reporting is a big draw for consumers when it comes to media...
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Local Media Companies Need to Evolve — And Do It Fast
To paraphrase Rumi: There’s a field beyond the wall of rightdoing and wrongdoing; I’ll meet you there. Creative minds will recognize the poet’s description of the resting place for his soul, but this...
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Local Media’s Data-Driven Future
On my last Street Fight column, reader A.J. Baer left a sincere question in the comments: “There are a number of articles on the need for a strategic makeover for old media,” Mr. Baer wrote. “The...
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What Local Media Can Learn From the Royal Birth
Who is “royalty” in your community? It’s something news organizations big and small should know, because these are the people who make things happen — or not happen — in and around you. They are of the...
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How a Big Agency Merger Could Benefit Local Ad Sellers
It’s like a scene straight out of Mad Men: bigger means more clout in the advertising industry, so why not combine resources with your competitor? No doubt this was a big part of the thinking behind...
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As Local Media Shed Staff, Personal Franchise Sites Could Fill the Void
When an industry (media) defines best practices as picking the bones of a dying carcass, it’s already over. (@TerryHeaton, July 15, 2013) I was catching up with an old, well-connected friend the other...
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Are We Giving Google Too Much Information?
For all its wonder, the Web can be a dangerous place. While certain groups complain about certain content, the real danger is always found in that which is not seen, hidden in plain sight within the...
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