Brand into Media

Local media should serve the community

Traditional local media business models require advertising to operate

However, the need for advertising revenue dispatches the local business community into an “advertisers ghetto” To have a voice in my publication, you’ll have to pay me!

Local businesses are tired of sales people

In the new social media landscape, local businesses and organizations become organic participants to community news and conversation

In this new ecosystem, ads are just “ads” Ad

In this new ecosystem, transactions are created in real time

Community service media needs to happen without the tension of pushing ad sales at local businesses

What? Where’s the revenue model? Show me the money

Brand into Media This is where we come in.

Brands can support local media

Today, big brands focus on national over local. It’s easier to manage the message.

For example, notice how movies are marketed? 1) See trailer 3) The End 2) See movie

Where’s the online conversation? Movies are a staple topic on Monday mornings

Almost all movie sites like HarryPotter.com have no conversation

Brands, like movie brands, can build the local media networks that promote and support local conversations (Think of a mashup of Entertainment Tonight, Facebook and Local Entertainment News) + + Local News

Brands engage local influencers in each city, and provide a media platform

More important, the community engages. Like water cooler talk. Like Facebook. And all local!

Revenue model? Brands build a media network that can be leveraged for marketing and partnerships

Journalistic expenses are minimized. Local influencers and the community generate content because they’re interested in the sponsoring brand’s topic

Consumer generated revenue opportunities will happen. And they will lead to new business models And in aggregate, peer marketing is far more enduring than an “ad”

Community service media generates good will. This is a goal of brand marketing.

Movies are just one topic worth developing local media around Brands can make community impact by building topical networks relevant to their corporate mission Youth sports Fashion Home & Garden Health & Wellness Shopping Food Education Good causes Business networking Jobs

BrandintoMedia.com [email_address] @brandintomedia (415) 573-2481

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Brand into Media

by Pat Kitano

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