Local Mobile Ads 2010

Exclusives

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Special Reports

  • Apps: The app genie is out of the bottle. Local news organizations have moved past the stage of merely having an app and are moving on to the tricky challenge of monetizing those apps, and to do that, they will have to build on the momentum of local mobile search, unlock the power of geolocation and push for better app metrics.
  • Daily Deals: Local media companies are turning to white-label platform providers so that they can build their own brand in the marketplace and potentially make more money.

Industry Calendar

May 2012
Mo
28
Memorial Day
Holiday
June 2012
Th
Sa
7-9
Association of Alternative Newsmedia
AAN's 35th Annual Convention
Detroit, MI
We
27
BIA/Kelsey
Mobile Local Media San Francisco
San Francisco, CA
July 2012
We
4
Independence Day
Holiday
Fr
Su
27-12
Summer Olympics
Holiday

Net Essentials

A Tiny Speck' Of Mobile & Local Pie
Borrell: 'Proximity' Spend To Hit $6b By 2015
NetNewsCheck.com, Oct 15, 2010, 9:28 AM EDT
Borrell Associates predicts that location-based mobile marketing, or proximity marketing, will surge to $6 billion in 5 years -- but the forecast cautions that this is still a "tiny speck" of digital marketing spend, with little expected from local businesses at this time.   Full Story | Add comment
Watch the Clark Gilbert video
Borrell: 5 Mobile Strategies For Local Media
Borrell Blog, Oct 5, 2010, 3:56 PM EDT
No. 3: Fix your organizational structure, or No. 2: Consider finding another job. Why the urgency? Watch these video highlights from Clark Gilbert's "1 in 10 old media will survive" speech, or click below for the full-hour talk.  
Link | Add comment
State Of The Industry: Mobile
All Eyes On Mobile: Early-Mover Strategies
NetNewsCheck.com, Oct 1, 2010, 8:29 AM EDT
Traditional media of all stripes call mobile a "must" for their future, and are trying a wide range of strategies to move there. Here are highlights from TV, newspapers, radio and others at the Borrell Local Mobile Advertising conference. Full Story | Comments (3)
Borrell Local Mobile Ads 2010
AP And AT&T: Show Us The Mobile Money
NetNewsCheck.com, Sep 30, 2010, 8:55 AM EDT
Executives from the news services and local-marketing company shared early results of their mobile initiates with the Borrell Local Mobile Ads conference in Dallas. Link | Add comment
Borrell Local Mobile Ads 2010
AP: Mobile Opportunity Is A Digital Do-over
NetNewsCheck.com, Sep 29, 2010, 4:39 PM EDT
The nation's journalistic enterprises "ceded" online news to non-journalism companies years ago, an Associated Press exec said today, and the AP does not want that to happen with the new mobile Internet opportunity. Full Story | Comments (1)
BIA: Local Mobile Ads To Rise 10x By 2014
NetNewsCheck.com, Sep 28, 2010, 9:28 AM EDT
Local mobile advertising revenues in the U.S. will rocket from $213 million in 2009 to $2.02 billion in 2014, representing a compound annual growth rate of 56.9%, according to the latest forecast from BIA/Kelsey. Full Story | Add comment
Borrell Local Mobile Ads 2010
Gilbert: Only 1 In 10 'Old Media' Will Survive
NetNewsCheck.com, Sep 28, 2010, 3:38 PM EDT
Fewer than one in 10 traditional media outlets are likely to survive, says Clark Gilbert, the former Harvard professor and disruptive innovation guru who is now CEO of a Salt Lake City cross-platform media company. Those that do survive, he said, will need  to more completely embrace the digital age. Full Story | Comments (3)
Borrell: Local Mobile Apps Hit $1.2b By 2015
NetNewsCheck.com, Sep 17, 2010, 1:07 PM EDT
Borrell Associates forecasts that U.S. spending for ads delivered by mobile apps will double next year and explode to more than $8 billion by 2015, with $1.2 billion spent by local advertisers. Full Story | Add comment
Borrell Mobile Marketing Forecast
Mobile: 'Coupons Are Category To Watch'
NetNewsCheck.com, Apr 15, 2010, 12:31 PM EDT
(image:borrell-mobile.jpg aspect:original align:left)"Coupons are the category to watch - at least initially,” said Gordon Borrell of Borrell Associates in releasing a new report predicting huge growth in mobile ads. "There’s something dramatic going on, and heavy implications for direct mail, yellow pages, newspapers.” Full Story | Add comment
In-Depth Interview
Borrell: Local Mobile Ads To Double This Year
NetNewsCheck.com, Apr 13, 2010, 12:07 PM EDT
(image:borrell-mobile-triple.jpg aspect:4x3 align:left)Mobile marketing will break out as a significant new channel this year, says Borrell Associates in a new report to be released this week. U.S. mobile spending will triple and local dollars will double in 2010, but that's only the start of a huge 5-year trajectory. Full Story | Add comment

Today's Top Stories

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Source: Financial Content
Opinions
Features
Ideas
  • Mobile And The Media's Imploding Biz Model

    Michael Wolff: "If the news business on the Web is depressing, contributing to the existential angst that has gripped every established news organization, mobile turns the story apocalyptic: there is no foreseeable basis on which the news establishment can support itself. There is no way even a stripped-down, aggregation-based, unpaid citizen-journalist staffed newsroom can support itself in a mobile world."

  • WashPo Ombud's Paywall Analysis Is Faulty

    Ryan Chittum: "You can't compare nine months of circulation-revenue changes to 12 months of ad-revenue changes and then say the former 'didn't even cover the decline in the latter.' That's like giving somebody a 100 meter headstart in the 400 meters and then talking about how the laggard couldn't even compete, even though they ran faster than the rest of the field."

  • The 'Sharing' Mirage

    Frédéric Filloux on the benefits and pitfalls of teaming up with content distributors: "Media should be very careful with their level of reliance on other content distributors such as Facebook, Google, Apple or Amazon. This can be summed up to a simple question: can we trust them?The short answer is no."

  • Paywalls Open Doors For Local News Sites

    Howard Owens: "As a matter of business reality, when an incumbent business moves deeper into sustaining innovation it opens up opportunities for disruptors. In every market where a newspaper puts up a paywall, an opportunity is created for an entrepreneur to start a local online news business."

  • For Future Of News, Killer App Is Credibility

    Robert Hernandez, an assistant professor of professional practice in journalism at USC Annenberg: "With technology empowering everyone with the ability to create and to distribute, I predict — and wish — that in 2012 the new dominating factor will be Credibility. Actually, earned Credibility."

  • Layoffs, Cutbacks Lead To News Deserts

    Tom Stites: "Desertification is on the march, claiming more and more communities as newspapers continue to wither and few Web efforts manage to replace more than a fraction of the original reporting that newspapers have abandoned."

  • Moneyball: Fixing Newspaper Web Sales

    Mel Taylor: "Today's Newspaper industry is like that once great, but now struggling baseball team playing on a new, hyper-competitive field called the Internet. The veteran print team is stuck in a rut using the same, tired strategy that did serve them well for years, but no longer. Today, they get trounced by those with more money and muscle."

  • The Metric For Missed Expectations

    Matthew Shanahan: "Here’s the problem: [Click-through rates don't] take into account audience engagement, not to mention the fact that other advertisers are competing for the click-through on the same page."

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