Local TV WCPO Readies Paywall. Advertisers Pack Bags?

The E.W. Scripps Co.-owned WCPO in Cincinnati will erect a traffic & advertiser killing paywall in January 2014. They call the paywall “the first-ever premium subscription service for a TV station’s digital content. We call it a really bad idea. Local TV adopts bad idea from failing Newspapers. Seems like the brain trust at E.W. Scripps decided to avoid understanding how Newspaper paywalls have not panned out as planned. But of course, TV is different, right? It's no secret that audience … [Read more...]

Why Newspaper, TV & Radio Must Become Digital Agencies

Smart Newspapers are moving fast into the world of local, digital marketing services. They have to. They have no choice. No longer can Newspaper only push print ads and banner campaigns on the local business community. Newspaper is leading the local pack, but that's not saying much. TV and Radio are just now....waking up to this tactic. ( barely ) Web development, Social media, Email marketing and Web 101 workshops are just some of the services being offered by local media reps. Some call … [Read more...]

Your Banner Ads Suck. Really.

Nothing kills Internet revenue for hyper local media.... like crappy banner design. You work so hard explaining the benefits of advertising on your local news-site. Then you blow it. You either have an overworked print designer create the banner, or you outsource the design work to someone who has no idea what the client wants. The result: your client looks like hell. Then they cancel. Who should take primary responsibility for making hyper local clients look great online? Client? Nope. … [Read more...]

Hyper Local News Revelation: Exiting Publisher endorses WordPress.

Many high profile, hyper-local news websites have failed due to lackluster sales & revenue. This is true for both independent as well as corporate efforts. After spending investor cash like a drunken sailor, some exiting founders are semi-admitting that they might have survived if they used powerful, yet in-expensive software like WordPress as their content management system (CMS). Just in case you forgot, hyper-local road kill includes NBC's promising 'EveryBlock', which fumbled a sweet … [Read more...]

Small Business Websites Need Updates

For small businesses, online marketing continues to grow as an important tactic for reaching consumers online, and the website is an important part of any online marketing strategy. This comes from a recent report from Reach Local. The post continues: But just how important is website design to SMBs? We asked our readers when their latest website redesign was, and the results may surprise you: 53% said they have updated their site in the last year, while 41.5% had updated their site more than … [Read more...]

How to Price & Position your Hyperlocal Online Inventory.

Students of our online training courses & traveling workshops already know secret about pricing online inventory. Well, it's not really a secret. It's a public fact that many in traditional media would prefer to ignore. Smart TV, Radio & Newspaper execs already know that you should treat your digital sales inventory the SAME EXACT way you treat your traditional inventory. We've sat through one too many conference where the VP of Digital for some failing Newspaper was discussing the … [Read more...]

Local TV & Web. The Enemy Within.

Local TV & Web sales strategy. An oxymoron. Oil and water. Can't mix. Internet sales at the hyper local level is serious business. One caveat though. That's true only if you're an owner or financial stakeholder in the media property. Let's take a quick look at a video produced by the TVB....then we'll enjoy the digital denial that is Local TV & Web. WATCH VIDEO. … [Read more...]

Local TV Web Revenue Review. Media Kit 2013

Local TV is in our digital cross hairs this month. Click thru to watch a ONLINE MEDIA KIT review of TV station in Nashville. It's true. Most broadcasters still stumble with online sales and digital strategy. That's a fact most TV managers will never admit. But with private equity firms snapping up local Newspaper, TV and Radio properties, we think they'll be laser focused on rooting out all the inefficiencies and foot draggers from their newly acquired assets....ASAP. Don't believe that? … [Read more...]

Local TV Website Revenue Review. Sept 2013

After all these years of trying, is local TV finally doing a good job with hyper-local digital sales? Hell no. Most local TV stations, as well as Radio and Newspaper, are still leaving a ton of web revenue on the table. Even though most are increasing online revenue, these numbers are coming off of minuscule comps. Ex: Some boast of increasing web revenue by 100% ...but they don't tell you they only went from $20,000 to $40,000 in annual web revenue. Other numbers hidden from view: market … [Read more...]

Case Study: Custom Radio & WordPress Sales Program

Radio stations (and TV/Newspaper) suffer from websites controlled by non-sales execs. That's the #1 reason why most digital sales efforts of broadcasters.... really stink. Click thru to WATCH VIDEO... Think about it. A radio or TV station is run by a profit focused, general manager....not a program director. A newspaper is run by a business minded publisher...not the editor. But in the web world, local media allows a non-sales focused exec to create and execute their digital business plan. … [Read more...]