The Kelsey Group Blog Local Media Blog 2006-10-27T00:49:45-05:00 Copyright 2004-2005 Ublog Reload 1.0.5 Jane Dennison-Bauer <![CDATA[Surge in Local Web Advertising, E-Mail Marketing]]> 2006-09-12T22:08:25-05:00 2006-09-12T22:08:25-05:00 2006-09-12T22:08:25-05:00 Media Life talks about this week's release from Borrell Associates that shows local search revenues will jump 31.6 percent in 2007. What is most interesting about this is Borrell Associates' prediction that local Web advertising is going to explode this year because of paid search and e-mail ads.

Coincidently, next week at the Directory Driven Commerce 2006 conference, The Kelsey Group will present data that show the same trend — e-mail marketing is increasing as an advertising vehicle for small businesses. We were pleasantly surprised that e-mail marketing continues its climb up the radar screen; while still small in comparison to other media, it is a medium to watch. Not only are more businesses trying e-mail marketing, but they are also spending more money on it. At the conference we will present the findings of the Local Commerce Monitor IX and will show what media businesses are using, where they are spending their dollars and what is most effective.

Borrell Associates indicates that the advertisers are attracted to local Web advertising because it is trackable and small businesses can get a handle on their return on investment. E-mail marketing is a substitute for direct mail and saves money. Plus, we believe it is easy to turn on and off and use as little or as much as needed — no long-term commitments required.

The article indicates that the businesses most likely to invest in local Web are real estate agents, car dealers and restaurants, in addition to several others. The Kelsey Group Consumer Omnibus Study, which will also be presented at DDC, will explain how consumers get information for real estate transactions and used car purchases. It is interesting that there is a gap in what buyers are using for their information and where sellers are advertising. In addition, there is a definite generation gap. The younger generation definitely uses different types of media than the older ones, which has implications for industries such as Yellow Pages and newspapers.

Jane Dennison-Bauer <![CDATA[Senior Managers, VSS Buy TMP From Monster]]> 2006-09-01T10:47:55-05:00 2006-09-01T10:47:55-05:00 2006-09-01T10:47:55-05:00
According to today's MediaPost, the decision to divest was strategic. TMP wanted to make sure there were no conflicts of interest with Monster Worldwide when it makes media selections. Michelle Abbey, TMP president and CEO, said the company wants to "provide the optimal, unbiased integrated mix of online and offline solutions for each customer." Abbey will continue as TMP's top executive.

TMP was founded as a Yellow Pages advertising agency in 1967 and diversified into a general advertising agency specializing in both online and offline client solutions. In 1995, TMP jumped into the online career space by acquiring two job sites, which it ultimately merged to form]]>
Jane Dennison-Bauer <![CDATA[New Media Driving Old]]> 2006-08-31T11:20:47-05:00 2006-08-31T11:20:47-05:00 2006-08-31T11:20:47-05:00 Media Post Online about how online media got the scoop on two stories before mainstream mass media. Yesterday a big news report in all media, including various online news alerts, was how CBS gave its new anchor, Katie Couric, instant weight loss by photoshopping a promotional picture.

So who developed this story? No, it wasn't the Associated Press or CBS; it was a blogger from MediaBistro's TV Newser site.

The big issue for bloggers is that TV Newser did not receive credit for the story. The mass media took the story like a bunch of swarming bees but never cited the source. Does the word plagiarism come to mind?

Another, perhaps more serious story is from a whistle-blower at Lockheed Martin who is accusing the company of selling $24 billion in refurbished boats to the Coast Guard. The accuser tried to use "proper" channels to disclose his story — first internal management at his company, then the AP and The Washington Post — but didn't get a satisfactory response.

Not willing to give up, the accuser took his message online and sent a 10-minute video to YouTube. It wasn't until it was aired on YouTube that mainstream media picked up the story.

Mainstream mass media needs to wake up and start looking over their shoulder to realize that online media is growing ... with more credible content that is available to people faster than traditional mass media.

Jane Dennison-Bauer <![CDATA[YPA: Print Usage Down, IYP Up]]> 2006-08-24T16:52:34-05:00 2006-08-24T16:52:34-05:00 2006-08-24T16:52:34-05:00 Yellow Pages Association just released the industry's annual usage numbers. The good news is overall usage continues to grow for the industry and Internet Yellow Pages usage is increasing ... the not so good news is continued decline in usage for the print product.

While usage for the print product has been declining since 2002, the number of references is still extremely large — 14.5 billion compared with 14.6 billion in 2004. The decline in print references is offset by the increase in IYP — 1.8 billion references compared with 1.5 billion in 2004. For those of you who know me, I always say, "if you don't cannibalize your own product, someone else will" ... and it looks like the industry is following that philosophy by stemming usage decline for print by offering the growing IYP.

Unlike most other media, the people who are using Yellow Pages are proactively going to the products to seek out information. For more than 70 percent of the references, people are shopping and indicate they can be influenced by the ads. For the past 20 years, the number of people who purchased or plan to purchase a product or service after referring to Yellow Pages products has been more than 85 percent.

Another interesting finding is that IYP usage is greater in A counties (those with the largest populations), where broadband penetration tends to be highest. Print usage is indexed higher in B and C counties. While Yellow Pages usage tends to be highest for consumers with life events, we see that the format of product used may be influenced by where the consumer lives ... and access to broadband. Perhaps the industry should start tracking broadband penetration as an indicator of IYP growth.

In looking at other media, the results for Yellow Pages are much more positive than those for the newspaper industry, which continues to lose readers. The decline in readership of print newspapers continues, and while readership of the Internet versions of newspapers continues to increase, this does not offset the decrease from print. Circulation of print newspapers also continues to decline, with forecasts indicating a 19.5 percent decrease from 2005 to 2010.

So while some in the Yellow Pages industry may grumble about the usage numbers, realize that other media are suffering more and have a harder time proving value.]]>