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Stop The Presses! Localized Search Is Changing The Newspaper Business. Discover How Your Company Can Take Advantage Of This Evolving Model
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Elliot Markowitz
Editorial Director - Nielsen Web Seminars and Digital Events | Sabrina Crow
Vice President - Nielsen Marketing Group, Editor & Publisher |
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Bob Kempf
VP, Product - Boston.com | Ben Saren
Founder & CEO - Citysquares.com
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Perry Solomon
Vice President, Business Development and General Manager, Worldwide Media Solutions - FAST |
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Now that local search is in full swing, nearly everyone in the news business is looking at how to incorporate it into their business model and grab a piece of the advertising pie. And why shouldn't they? Locally targeted advertising in newspapers, yellow pages, radio, outdoors, direct mail, spot cable/TV and coupons already exceeds $100 billion, according to some estimates.
Further, the buying pubic has become comfortable with leveraging the Internet for local information. More and more brick and mortar businesses are marketing themselves online causing search engines to become more like advertising platforms and less like a directory listing. So it is not a question of "if" traditional news outlets will reap the benefits of this new medium, but a question of "when."
In fact, analysts are already lining up with their take on how big local search advertising is going to be. The Kelsey Group forecasts that local search advertising will grow to $4.1 billion worldwide this year and then to more than $11 billion by 2011. Borrell Associates pegs the numbers a bit higher reaching $7.7 billion in 2007 in the U.S. alone and nearly $10 billion by 2010, albeit its definition of localized search is a bit broader.
Whatever the formula for local search inclusion may be—geotargeted display ads, classifieds, local paid search, local video, email campaigns—the newspaper industry and news industry in general are looking to get their piece of the pie. But how do newspaper companies tap into the growing local search market? What technology is needed? Is there a chance of cannibalizing the existing print base?
Join Editor & Publisher for this FAST-sponsored Web Seminar and hear from industry experts how your newspaper operation can break into the localized search market. Attend this online-only event and learn how to overcome the obstacles and how progressive newspapers have already integrated localized search into their business models and have grown their audience and advertising base and how you can do the same.
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With a keen understanding of the challenges business professionals face and the
initiatives that can help businesses grow, our editorial team has created an
editorial calendar of web seminar topics that are aligned with the coverage and
special reports associated with each publication. | |
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Join Successful Meetings and MeetingNews magazines for this live, interactive Web Seminar, sponsored by the Las Vegas Convention & Visitors Authority, and hear from industry experts how to better incorporate the F&B component into your event. Attend this online-only event and learn how to creatively make F&B a memorable part of the success of your next meeting.
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Join Convenience Store News for this live, interactive Web Seminar featuring highlights from its 2008 Industry Report, as well as exclusive commentary and insights from Jeff Morris, CEO, of Alon USA. Attend this online-only event for $89 and receive a FREE download of the CSNews Industry Report webcast. All attendees will then have the opportunity to purchase the full report at an additional cost. (Webcast attendees are entitled to a $100 discount on the full report) Learn from industry experts where the c-store industry is heading and where the money-making opportunities are hiding.
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Join us May 28 to hear Bob Hanson, president of Quantum Leap Marketing, share the findings of the recent QLM 2008 Marketing Tactics and Strategies Survey. Bob will present key findings, including which marketing tactics companies are currently using and the challenges and obstacles organizations face with taking their lead-generation efforts online.
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Join Business Travel News and American Express Business Travel for this live, interactive, Web Seminar and hear from industry experts regarding the benefits and challenges of applying procurement techniques to travel management. Attend this online-only event and learn how other companies have successfully bridged the gap between procurement and travel.
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