Adam Burnham Talks About the Future of Multi-Media Publishing

Which digital services are being embraced earliest by SMBs and why?

I would say there are two main categories: search engine marketing (SEM) and digital services. Small- to medium-sized businesses (SMBs) are dedicating a significant part of their overall expense budgets (not just marketing) to building out dynamic solutions and customer acquisition models online. Those publishers offering website design and development, coupled with search engine optimization, pay per click, maps and social solutions are able to get in front of virtually any business. And this is what SMBs want to talk about first. You can then layer on additional marketing opportunities across all platforms. But they need this foundation.

Is it more effective to offer standalone services or packaged offerings and why?

The more comprehensive the offerings, the better they are for SMBs when it comes to time, price and relationship. Spreading money across multiple channels doesn't allow them to properly lever their total marketing spend to get the best possible pricing. Plus, publishers that can look to offer more than just one or two platforms, will find the relationship with the SMBs will be richer and last longer.

What is the advantage multimedia publishers have in local markets as compared to pure plays and other offerings?

Multimedia publishers have the single most important advantage: an established, in-market sales force with existing relationships and a local brand. This above anything else distinguishes them from any pure play competitor.

How do multimedia publishers have to think about their audiences now versus five or ten years ago?

They have to think in terms of total audience as opposed to individual segments. The reach of a local publisher is greater than it has ever been when you combine print, online, mobile and social channels. Offering a collective solution with robust targeting capabilities is a huge opportunity.