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01.10.08
Local Media Trends To Look Out For This Year
 By
Bill Hartzer
2008 is already off to a great start in the online media world, and local media appears to be getting more ad dollars.
Lately, we are seeing a shift in some of the ad dollars going to new media platforms, especially with the increased importance of user-generated content and the verticalization of local media.
According to the Kelsey Group, there are six new local media trends that you should watch in 2008:
Major metro markets are leading the revolution of local media sites.
More large-market publishers will proactively begin "opt-out" plans so consumers can opt out of receiving a printed directory. Publishers have typically resisted having opt-out programs in the past.
Expanding the online-only offerings.
Many publishers using their internet sites to expand into markets, which is leading to new printed directories. More publishers are expanding their internet presence in more markets where they have traditionally not had a presence. In many cases they're expanding into markets where they don't plan on publishing a printed directory.
Increased multi-channel selling in interactive local media.
Publishers are increasingly using call-tracking phone numbers with variable pricing on their print yellow pages' advertising products. Merchants and call tracking numbers are being pushed across all the media channels to increase call volume.
Rising number of vertical sellers in interactive local media.
We're seeing a rise in the number of vertical sellers, especially in the vertical sales effort in the traditionally high ad spend categories. The Kelsey Group reports that this will include search engine optimization and search engine marketing solutions being offered from newspaper groups. Internet and vertical resellers are targeting auto and real estate via SEO and SEM. And numerous start-ups will be announcing plans to enter these categories. On the content side, the Kelsey Group expects to see MLS listings creeping into non-Realtor.com sites and higher AutoTrader consumer engagement.
Continue reading this article.
About the Author:
Bill Hartzer manages the Search Engine Marketing division of MarketNet, Inc., a leading full-service interactive design and development firm in Dallas, Texas. Hartzer recently joined MarketNet, where his vast experience significantly bolsters MarketNet's already robust search engine marketing offerings.
http://www.billhartzer.com
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