LPA Annual ConventionMay 5, 2012
First Off, Who Am I?• Name: Max Thomas     • Twitter: @ThunderMax• Title: President     • LinkedIn: linked.in/maxthomas• C...
What Does Thunder Do?• Search >>     Google / Bing / Yahoo!• Local Search >>     Google / Google Places• Social Media >>  ...
Who Are Our Clients?Local & Regional CompaniesNational Brands•Apartment Communities•Medical Facilities•Auto Repair Shops•S...
“Why is he talking to us about    local newspapers?”                      ?
Grew Up Hearing About Newspapers
And…all those companiesused to advertise mostly with        local media.
PUNCHLINE  Everything is getting more localLocal newspapers are at the historic         “center” of local          Stay re...
Google & Newspapers – Not A Good Marriage
Audience Participation     Why does Google like        newspapers?(Hint: Both have to do with rankings.)
Audience Participationhttp://www.google.com/about/company/                                       Links                  We...
Webpages              Media Sites           Observation: Keep           some content in           front of paywall to     ...
Links (Inbound Links) Without links, the  engines mightnever find this page
What Is An Inbound Link?  A Vote For Your Site                         I L ik                              e Th           ...
What Is An Inbound Link?More Votes = More Links
What Is An Inbound Link?  Are All Links Equal?
What Is An Inbound Link?And What About Questionable Links?
What Is An Inbound Link?“Bad Guys” Tried To Game Google  Paid Links – Link Farms – Reciprocal Links
Google Cracks Down On “Spammy” Links          Feb 2011 >> Panda Update        May 2011 >> Panda 2    Jan 2012 >> Venice Up...
Links Google Rewards   Links that are     •Authority      •QualityNewspapers & Media
Trusted Local Newspaper Content    Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
That’s Not Possible With PaywallsContent behind the paywall is not    searchable by Google.
Google Keeps Courting Newspapers
All This Over Links & Pages?            Matt Cutts            Principal Engineer            “User Experience”
What Motivates Google   Poor search results   People not using Google   No one clicking on Adwords Ads   Lower revenue (an...
NOW: Social Media Important To Search• Bing confirmed social is full ¼ of search algorithm  (SMX San Jose 2012):• For Bing...
NOW: Social Media Important To Search• Google confirmed the algorithm tracks social  shares and mentions in December 2011•...
Quickly Evolving Landscape
Quickly Evolving Landscape
Readers /Subscribers   How Do Online Users Shop Locally?Trend – US Search & Local Search Market Continues To Grow         ...
Readers / Subscribers   How Do Users Shop Locally?Trend – Social Media Grows As Method To Find Local Businesses           ...
Readers /Subscribers   Friends Have More Credibility Than Brands                                           92% of responde...
Readers /Subscribers   Strangers Have More Credibility Than Brands• Consumers are increasingly  likely to trust the voices...
Readers /    Demonstration - How People Search &Subscribers              Make Local Buying Decisions
Readers / Subscribers   Case Study – Shopping For ApartmentsTrend – Online Advertising & Website Lead Newspaper & Yellow P...
Readers /    A Story:Subscribers              Prospect Peter Searches For An Apartment                                    ...
Readers /    A Story:Subscribers   Prospect Peter Clicks To See “Personal Results”                 My friend +1’d         ...
Readers /    A Story:Subscribers              Prospect Peter Checks Out +1’d Page                 Looks nice…             ...
Readers /    A Story:Subscribers              Prospect Peter Checks Out The Fan Page                 Great looking        ...
Readers /    A Story:Subscribers   Prospect Peter Checks Out The Twitter Profile                 2,134 followers!         ...
Readers /    A Story:Subscribers              Prospect Peter Looks For Reviews               Hmm…3.5 rating on            ...
Readers /    A Story:Subscribers              Prospect Peter Checks Out The Reviews                  There’s good and bad ...
Readers /     Audience Participation:Subscribers               What Does Prospect Peter Decide To Do?      No. I’m not goi...
Readers /       Reviews Matter /Subscribers                Social Matters More         • 60% of general public say ratings...
Readers /Subscribers        Social Media Supports Positive                             Reviews              Source: comSco...
Readers /       Okay…Let’s Vote Again:Subscribers                 What Does Prospect Peter Decide To Do?    No. I’m not go...
Readers /Subscribers   What Does Prospect Peter Decide To Do?                                      Yes! I’m going to conta...
Readers /Subscribers   Why People Use Newspapers
Readers /   Subscribers         Why People Use Internet & Cell/Smart Phones                                    Email-perso...
Quickly Evolving Landscape
Advertisers / Revenue            Where Local Businesses Advertise                •   Newspapers – Print & Online          ...
Advertisers / Revenue        Case Study: Convoy Auto Repair
Advertisers / Revenue        Case Study: Convoy Auto Repair                     Tracks Two Leads:       1. Online Form    ...
Advertisers / Revenue        Case Study: Convoy Auto Repair           Correlation Between Coupon Pub’s,            Geograp...
Advertisers / Revenue        Case Study: Convoy Auto Repair           Correlation Between Coupon Pub’s,            Geograp...
Advertisers / Revenue        Case Study: Convoy Auto Repair                 Search Highest Quality Calls
Advertisers / Revenue        Case Study: Convoy Auto Repair                          Timeline
Advertisers / Revenue        Case Study: Convoy Auto Repair  There was a time when I was convinced that the Internet  was ...
Advertisers / Revenue        Case Study: Convoy Auto Repair                 What about the metro daily?  …the cost was way...
Advertisers / Revenue         Case Study: Convoy Auto Repair                And what about the YellowPages?
Advertisers / Revenue         Case Study: Convoy Auto Repair                Summary                •Avg Call Length of 1:2...
Advertisers / Revenue        Decline In IYP UsageTrend – Internet Yellow Page Usage Showing Steady Decline                ...
Advertisers / Revenue        YP Sales Reps – Watch Out!                  Source: Local Ad Networks – Making Sense Of Local...
Advertisers / Revenue        YP Sales Reps – Watch Out!    • Long-standing relationships with businesses    • IYP reports ...
Advertisers / Revenue        Daily Deals    Trend – 60% Of Local Online Shoppers Use Daily Deals
Advertisers / Revenue        Daily Deals    Trend – 60% Of Local Online Shoppers Use Daily Deals                  Source: ...
Advertisers / Revenue        Daily Deals Popular With Digital Readers
Advertisers / Revenue        Newspaper ROP Ad Revenue Increasing                Source: Forecast Newspaper Ad Revenue, 201...
Advertisers / Revenue        Small Markets Are The Place To Be                Source: Forecast Newspaper Ad Revenue, 2011-...
Advertisers / Revenue        Small Markets Are The Place To Be     These papers serve markets without integral broadcast T...
Quickly Evolving Landscape
Operations /   Costs       Non-Legacy News Sites Profitable
Quickly Evolving Landscape
Content          Competing Online Local News Sources           Blogs         Social Media
Content          Growth In Blog Readers & Bloggers
Content          What’s Fueling All These Blogs?            Source: Technorati Media, State Of The Blogosphere 2011
Content          What’s Fueling All These Blogs?           Source: Technorati Media, State Of The Blogosphere 2011
Content          What’s Fueling All These Blogs?           Source: Technorati Media, State Of The Blogosphere 2011
Content          What’s Fueling All These Blogs?           Source: Technorati Media, State Of The Blogosphere 2011
Content          What’s Fueling All These Blogs?           Source: Technorati Media, State Of The Blogosphere 2011
Content           What’s Fueling All These Blogs?           Editorial                                        Exploding    ...
Content          Hyperlocal Blogging - Seattle    1. Newspapers Contract       • Two Dailies Closed In Four Years:        ...
Content          PaywallsMixed reports – anywhere from 150 to 300+newspapers with paywalls in USNYtimes.com – Q1 2012 Repo...
Quickly Evolving Landscape            Device
Device         For The Love Of Gadgets
Device         For The Love Of Gadgets           Source: NAA, Newspaper Multiplatform Usage 2012           Focus Groups: W...
LOCAL ROCKS!
LOCAL ROCKS! People Want Local InformationSource: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
LOCAL ROCKS! Yes – There Is CompetitionSource: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
LOCAL ROCKS!But Newspapers Are Still The Most Trusted    Source: Size Matters: The Value of Local Newspaper Web Sites, NAA...
LOCAL ROCKS!And The Revenue Growth Is In Local Media   Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell
LOCAL ROCKS!Even Metro Dailies Are Betting On Local
LOCAL ROCKS!Madison Avenue Wants Newspapers To Figure It Out
LOCAL ROCKS!Madison Avenue Wants Newspapers To Figure It Out Commerce and coupons are more important to local consumers th...
LOCAL ROCKS!Google Is Focusing On Local SearchJan 2012 >> Venice Update     (focus on Local)
BE THERE!
Thank You!• Questions?• max@thunderseo.com• @ThunderMax
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Search, Social Media & The Evolving Newspaper : LPA 2012

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Presentation given 5/5/2012 at the Louisiana Press Association Annual Convetion on the factors impacting local newspapers, looking specifically at search, social media, local search, reviews & ratings, paywalls, bloggers, digital-only news sites and Internet Yellow Pages. It also provides an overview of the primary factors that local newspapers must contend with and incorporate in order to stay relevant and maintain their position as the "trusted" local news source.

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  • Social network users actively reference and contribute to consumer reviews. Get them thinking positively about your community and brand via great social media.
  • Search, Social Media & The Evolving Newspaper : LPA 2012

    1. 1. LPA Annual ConventionMay 5, 2012
    2. 2. First Off, Who Am I?• Name: Max Thomas • Twitter: @ThunderMax• Title: President • LinkedIn: linked.in/maxthomas• Company: Thunder SEO • Read My Posts: bit.ly/max-blog
    3. 3. What Does Thunder Do?• Search >> Google / Bing / Yahoo!• Local Search >> Google / Google Places• Social Media >> Twitter / Facebook / Pinterest / YouTube• Content Development >> Blog Posts / Infographics / Video / White Papers• Online Community Building >> Integrates All Of Above• Clients >> Local & Regional Companies / National Brands
    4. 4. Who Are Our Clients?Local & Regional CompaniesNational Brands•Apartment Communities•Medical Facilities•Auto Repair Shops•Shipping Companies•Hotels & Temporary Housing•Law Firms•Consumer Product Companies
    5. 5. “Why is he talking to us about local newspapers?” ?
    6. 6. Grew Up Hearing About Newspapers
    7. 7. And…all those companiesused to advertise mostly with local media.
    8. 8. PUNCHLINE Everything is getting more localLocal newspapers are at the historic “center” of local Stay relevant Be the digital “center” wherecommunity members engage, interact and transact
    9. 9. Google & Newspapers – Not A Good Marriage
    10. 10. Audience Participation Why does Google like newspapers?(Hint: Both have to do with rankings.)
    11. 11. Audience Participationhttp://www.google.com/about/company/ Links Webpages
    12. 12. Webpages Media Sites Observation: Keep some content in front of paywall to get search traffic.
    13. 13. Links (Inbound Links) Without links, the engines mightnever find this page
    14. 14. What Is An Inbound Link? A Vote For Your Site I L ik e Th Site is !
    15. 15. What Is An Inbound Link?More Votes = More Links
    16. 16. What Is An Inbound Link? Are All Links Equal?
    17. 17. What Is An Inbound Link?And What About Questionable Links?
    18. 18. What Is An Inbound Link?“Bad Guys” Tried To Game Google Paid Links – Link Farms – Reciprocal Links
    19. 19. Google Cracks Down On “Spammy” Links Feb 2011 >> Panda Update May 2011 >> Panda 2 Jan 2012 >> Venice UpdateApril 2012 >> Penguin Update100’s of algorithm updates annually
    20. 20. Links Google Rewards Links that are •Authority •QualityNewspapers & Media
    21. 21. Trusted Local Newspaper Content Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
    22. 22. That’s Not Possible With PaywallsContent behind the paywall is not searchable by Google.
    23. 23. Google Keeps Courting Newspapers
    24. 24. All This Over Links & Pages? Matt Cutts Principal Engineer “User Experience”
    25. 25. What Motivates Google Poor search results People not using Google No one clicking on Adwords Ads Lower revenue (and market cap) Remember: Links and good content are fundamental to Google’s algorithm
    26. 26. NOW: Social Media Important To Search• Bing confirmed social is full ¼ of search algorithm (SMX San Jose 2012):• For Bing: Twitter, Linkedin & Fan Pages.
    27. 27. NOW: Social Media Important To Search• Google confirmed the algorithm tracks social shares and mentions in December 2011• Growing importance of Google+ and indexed content from Twitter, Linkedin & Facebook Fan Pages
    28. 28. Quickly Evolving Landscape
    29. 29. Quickly Evolving Landscape
    30. 30. Readers /Subscribers How Do Online Users Shop Locally?Trend – US Search & Local Search Market Continues To Grow Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
    31. 31. Readers / Subscribers How Do Users Shop Locally?Trend – Social Media Grows As Method To Find Local Businesses Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
    32. 32. Readers /Subscribers Friends Have More Credibility Than Brands 92% of respondents in 56 different countries trust Word-of-Mouth recommendations from friends and family above all other forms of communication. Source: Nielsen’s Latest Global Trust in Advertising Survey
    33. 33. Readers /Subscribers Strangers Have More Credibility Than Brands• Consumers are increasingly likely to trust the voices of strangers over those of a corporation.• Online consumer reviews are the second-most trusted form of communication (cited by 70% of consumers, up 15% since 2007). Source: Nielsen’s Latest Global Trust in Advertising Survey
    34. 34. Readers / Demonstration - How People Search &Subscribers Make Local Buying Decisions
    35. 35. Readers / Subscribers Case Study – Shopping For ApartmentsTrend – Online Advertising & Website Lead Newspaper & Yellow Pages Ads Online apartment listing/shopping website 79% Apartment community’s (or management 78.5% company’s) website Driving in neighborhoods I want to live in 68.9% Referrals (friends, co-workers) 59.2% Search engine 55.1% Ratings and reviews website 51.6% Printed apartment guide 32.0% Apt community’s (or mgmt company’s social 13.8% networking page) Newspaper advertising 13.5% Yellow pages 2.5% Source: @SatisFacts Research
    36. 36. Readers / A Story:Subscribers Prospect Peter Searches For An Apartment Peter is logged in Alright! to his Google Personal account. results from my friends. Location set for where Peter is searching.
    37. 37. Readers / A Story:Subscribers Prospect Peter Clicks To See “Personal Results” My friend +1’d Regents Park. I’ll check out that one! Friend on Google+ “+1’d” the Regent’s Park page.
    38. 38. Readers / A Story:Subscribers Prospect Peter Checks Out +1’d Page Looks nice… and they have a Fan Page. Great! I’ll check it out. Community’s Fan Page listed on website.
    39. 39. Readers / A Story:Subscribers Prospect Peter Checks Out The Fan Page Great looking Fan Page! They have lots of fans. That’s a good sign. t Grea a ys, “ ere’s ael s h Mich to live.” T too. s place f update real o lots s like a Look munity c om s v ent ve e for y ha n The I’m dow gg too aster E ! the E Hunt.
    40. 40. Readers / A Story:Subscribers Prospect Peter Checks Out The Twitter Profile 2,134 followers! That’s a lot. Good sign. d y an ’s Da Two of Fool . April adness ! hM ites e Marc my favor ace mor this pl Community’s Twitter profile I’m liking d more. listed on website. an
    41. 41. Readers / A Story:Subscribers Prospect Peter Looks For Reviews Hmm…3.5 rating on Apartment Ratings. Let’s see what’s up.
    42. 42. Readers / A Story:Subscribers Prospect Peter Checks Out The Reviews There’s good and bad reviews. The bad reviews look like isolated complaints. But they DO have positive reviews and LOTS of good stuff happening on their Fan Page and Twitter…
    43. 43. Readers / Audience Participation:Subscribers What Does Prospect Peter Decide To Do? No. I’m not going to Yes! I’m going to contact contact Regent’s Park. Regent’s Park. Just a few The negative reviews negative reviews but lots concern me. of positive buzz online.
    44. 44. Readers / Reviews Matter /Subscribers Social Matters More • 60% of general public say ratings and reviews are important, 29% actually use them. • 63% of online users more likely to buy if business is also found on a social network. • 72% of online users more likely to use a local business if connection recommends it. Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
    45. 45. Readers /Subscribers Social Media Supports Positive Reviews Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
    46. 46. Readers / Okay…Let’s Vote Again:Subscribers What Does Prospect Peter Decide To Do? No. I’m not going to contact Yes! I’m going to contact Regent’s Park. The Regent’s Park. Just a few negative reviews concern negative reviews but lots of me. positive buzz online.
    47. 47. Readers /Subscribers What Does Prospect Peter Decide To Do? Yes! I’m going to contact Regent’s Park. Just a few negative reviews but lots of positive buzz online.
    48. 48. Readers /Subscribers Why People Use Newspapers
    49. 49. Readers / Subscribers Why People Use Internet & Cell/Smart Phones Email-personal 96.7% Email-work 77.4% Personal banking/investments 77.1% Research-personal 75.9% Entertainment 75.6% News 73.0% Shop 71.7% All in Social networking sites - personal and/or entertainment 71.5% newspaper Interests/hobbies 59.9% 58.6% Research-work domain Instant messaging-communication with friends 49.6% Ratings and review sites-shopping, help with buying 42.8% decisions Video games/entertainment 33.2% Instant messaging-communicate with co-workers 32.6% Social networking sites-for work-related purposes 27.5% Discussion groups, chat rooms or blogs-personal 24.0% Twitter-to keep in touch with people you find interesting 16.3% Twitter-to keep in touch with what friends are doing 16.0% Social networking sites-shopping, help with buying decisions 15.2% Dating 11.8%Source: ©SatisFacts Research Discussion groups, chat rooms or blogs-work 10.3% Twitter-for work related purposes 7.1%
    50. 50. Quickly Evolving Landscape
    51. 51. Advertisers / Revenue Where Local Businesses Advertise • Newspapers – Print & Online • Regional Weeklies/Monthlies – Print & Online • Free Coupon Publications • Inserts & Flyers • Direct Mail • Search Engine – PPC • Directory Websites • Vendor Directory Websites • Yellow Pages – Print & Online • Local Cable – TV & Online • Radio – On-air & Online
    52. 52. Advertisers / Revenue Case Study: Convoy Auto Repair
    53. 53. Advertisers / Revenue Case Study: Convoy Auto Repair Tracks Two Leads: 1. Online Form 2. Phone Calls
    54. 54. Advertisers / Revenue Case Study: Convoy Auto Repair Correlation Between Coupon Pub’s, Geography & Negative Reviews
    55. 55. Advertisers / Revenue Case Study: Convoy Auto Repair Correlation Between Coupon Pub’s, Geography & Negative Reviews
    56. 56. Advertisers / Revenue Case Study: Convoy Auto Repair Search Highest Quality Calls
    57. 57. Advertisers / Revenue Case Study: Convoy Auto Repair Timeline
    58. 58. Advertisers / Revenue Case Study: Convoy Auto Repair There was a time when I was convinced that the Internet was the only way to advertise and I dropped ALL print. Now I believe that a carefully planned mix of Internet, direct mail and, yes, even some local weeklies more centered to the community you do business with is of growing importance. I am just saying that I now believe the scales of justice in regard to the Internet and print are becoming back into balance.
    59. 59. Advertisers / Revenue Case Study: Convoy Auto Repair What about the metro daily? …the cost was way up there. The type of clientle it produced was just the coupon shoppers which are not my target demographic.
    60. 60. Advertisers / Revenue Case Study: Convoy Auto Repair And what about the YellowPages?
    61. 61. Advertisers / Revenue Case Study: Convoy Auto Repair Summary •Avg Call Length of 1:27 -- below 2:00 threshold •Avg price per call of $22 – for low quality calls •Adwords PPC of $33 – for high quality calls, 2:00+ •Ad click rate of $1.50 – “ad” is on YP.com versus business website
    62. 62. Advertisers / Revenue Decline In IYP UsageTrend – Internet Yellow Page Usage Showing Steady Decline Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
    63. 63. Advertisers / Revenue YP Sales Reps – Watch Out! Source: Local Ad Networks – Making Sense Of Local Online Advertising, 2012, BIA/Kelsey.
    64. 64. Advertisers / Revenue YP Sales Reps – Watch Out! • Long-standing relationships with businesses • IYP reports show that business gets thousands of “visits” per month, but this is to business listing on YellowPages.com (hard to confirm stats via third-party) • Sales rep’s armed with “Online Marketing” and “SEO” programs that are misguided (up-charge) • Sales Suggestion: Pay to set-up call tracking number for print and for website ads, include CallerID as part of report; also set-up trackable link (like bit.ly or Goo.gl) to show how many clicks the ad gets Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
    65. 65. Advertisers / Revenue Daily Deals Trend – 60% Of Local Online Shoppers Use Daily Deals
    66. 66. Advertisers / Revenue Daily Deals Trend – 60% Of Local Online Shoppers Use Daily Deals Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
    67. 67. Advertisers / Revenue Daily Deals Popular With Digital Readers
    68. 68. Advertisers / Revenue Newspaper ROP Ad Revenue Increasing Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
    69. 69. Advertisers / Revenue Small Markets Are The Place To Be Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
    70. 70. Advertisers / Revenue Small Markets Are The Place To Be These papers serve markets without integral broadcast TV stations. Some have only limited local radio coverage. They remain the place people in town go to find out who’s died, what the city council said, and what’s going on at local schools and events. They have small staffs, few union contracts, and fierce reader loyalty. If their future doesn’t look rosy, it at least looks sustainable. Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
    71. 71. Quickly Evolving Landscape
    72. 72. Operations / Costs Non-Legacy News Sites Profitable
    73. 73. Quickly Evolving Landscape
    74. 74. Content Competing Online Local News Sources Blogs Social Media
    75. 75. Content Growth In Blog Readers & Bloggers
    76. 76. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
    77. 77. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
    78. 78. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
    79. 79. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
    80. 80. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
    81. 81. Content What’s Fueling All These Blogs? Editorial Exploding Downsizing Blogosphere Source: Technorati Media, State Of The Blogosphere 2011
    82. 82. Content Hyperlocal Blogging - Seattle 1. Newspapers Contract • Two Dailies Closed In Four Years: • The King County Journal – 1/2007 • Post Intelligencer (1863 Seattle’s Oldest) – 3/2009 • The Seattle Times Cut Newsroom 44% 3. Hyperlocal Blogs Explode • 90 place-based news and blogs sites just within the Seattle city limits Pew Research: The State Of The News Media – Seattle: A New Media Study
    83. 83. Content PaywallsMixed reports – anywhere from 150 to 300+newspapers with paywalls in USNYtimes.com – Q1 2012 Report•500,000 digital paying subscribers•39% of 1.3 million weekday print circulation•18% of total circulation revenuehttp://www.guardian.co.uk/technology/2012/apr/23/monday -note-nyt-paywalls
    84. 84. Quickly Evolving Landscape Device
    85. 85. Device For The Love Of Gadgets
    86. 86. Device For The Love Of Gadgets Source: NAA, Newspaper Multiplatform Usage 2012 Focus Groups: WDC, Austin & Denver
    87. 87. LOCAL ROCKS!
    88. 88. LOCAL ROCKS! People Want Local InformationSource: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
    89. 89. LOCAL ROCKS! Yes – There Is CompetitionSource: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
    90. 90. LOCAL ROCKS!But Newspapers Are Still The Most Trusted Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
    91. 91. LOCAL ROCKS!And The Revenue Growth Is In Local Media Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell
    92. 92. LOCAL ROCKS!Even Metro Dailies Are Betting On Local
    93. 93. LOCAL ROCKS!Madison Avenue Wants Newspapers To Figure It Out
    94. 94. LOCAL ROCKS!Madison Avenue Wants Newspapers To Figure It Out Commerce and coupons are more important to local consumers than school closings and town council meetings. Marketers will be motivated to move dollars back into local community centric marketing when local digital media integrates coupons and commerce, social media, featured content on local restaurants, bars, merchants and entertainment, merged with GPS- location based applications. Its not too late for newspapers to take the lead, but most remain too locked into their traditional news first focus to respond to what their readers want and need.
    95. 95. LOCAL ROCKS!Google Is Focusing On Local SearchJan 2012 >> Venice Update (focus on Local)
    96. 96. BE THERE!
    97. 97. Thank You!• Questions?• max@thunderseo.com• @ThunderMax
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