Insight for Small Businesses from Mega-Conference 2014
According to Jerry Healey, publisher and owner of Colorado Community Media in Highlands Ranch, Colorado, sponsored content/native advertising/advertorials are stories provided by advertisers or by content vendors that advertisers can claim. The advertisers’ names are incorporated along with their quotes. As a result, advertisers are positioned as experts in their industries. Articles live for two weeks on the publishers’ website but live forever on the internet. Beyond impressions, this results in ancillary benefits such as authority, ability for advertisers to load stories on their own websites, improved SEO and more.
Daily deals were the subject of the presentation made by Katie Wilson, digital advertising director of The Quad-City Times in Davenport, Iowa. “Get it Today” is the name of this publisher’s daily deal offering. They started the program four years ago and built email databases 10-11 years ago. Advertisers get a quarter-page print ad on the front page of the Quad-City Times, an email blast to more than 50,000 subscribers, posts on the KWQC and QCTimes Facebook profiles and a minimum of seven commercials the days on which deals are offered. Participating companies get the equivalent of $10K in advertising and guaranteed store traffic.
Session: Borrell Associates: The 2014 Ad Outlook in Your Market
Since 2008, newspapers and other legacy media like broadcast TV and radio lost 31% of total viewing time or ten minutes, whereas digital channels grew by 27.3 minutes. There is a net increase of1.7 minutes. By 2015, the time spent on digital will grow to 46.4 minutes, but consumers will curtail their total media time by 19 minutes, effectively saying “enough”.
Cable has had a significant decline, as has radio. Yellow Pages is also way down. Newspapers and cable lost half their revenues. The forecast for broadcast TV, cable and radio will be fair to cloudy. Yellow pages will continue to decline. Direct mail is continuing to go down as well and magazines are declining.
