Borrell 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

5月 2012
19-21
City and Regional Magazine Assoc.
CRMA 2012 Annual Conference
Las Vegas, NV
28
Memorial Day
Holiday
6月 2012
7-9
Association of Alternative Newsmedia
AAN's 35th Annual Convention
Detroit, MI
27
BIA/Kelsey
Mobile Local Media San Francisco
San Francisco, CA
7月 2012
4
Independence Day
Holiday

Net Essentials

Executive Session with CEO Colleen Brown
Q&A With Fisher On Hyperlocal Ad Revenue
NewsCheck Media, Feb 16, 2010, 9:11 AM EST
"We had to change the mindset of most of our employees," says Fisher CEO Colleen Brown, who last week won Borrell Associates' Innovator of the Year award. "You'd think it would be a big hurdle, but ultimately they've really embraced it and run with it.There has been a complete paradigm shift because they publish 24/7 now." Full Story | Add comment
Our Take

Every player in local online media brings some unique advantages. For TV stations, the advantage may be the opportunity itself: Thousands of small and medium local businesses who have never been TV customers. This isn't analog dollars to digital dimes, it's found money for those who can pull it off.

Borrell Local Online Ad Conference
Dave Morgan On The Future Of Local Media
NetNewsCheck, Feb 10, 2010, 11:09 AM EST
Dave Morgan founded two innovative Internet ad companies, and he's on his third startup, in television. But data-driven TV is only one of the huge trends emerging to shake up local media. Full Story | Comments (1)
Borrell Local Online Ad Conference
McClatchy CEO: No Beef With Aggregators
Editor and Publisher, Feb 10, 2010, 8:11 AM EST
McClatchy's newspaper websites are in no rush to block giant aggregators like Google or throw up pay walls. "To disengage is to risk marginalization," said CEO Gary Pruitt. Link | Add comment
Borrell Local Online Ad Conference
Radio Faces Revenue Slide Without Online
NetNewsCheck, Feb 10, 2010, 7:39 AM EST
Although uniquely suited to promote local online advertising businesses, radio companies have held back from developing this revenue stream, a move that imperils the industry’s climb back from the same recessionary trough other media companies are in. Full Story | Add comment
BORRELL LOCAL ONLINE AD CONFERENCE
The Importance Of Owning The Brand
NetNewsCheck, Feb 9, 2010, 11:44 AM EST
Domains are brands and well-known or intuitive brands should be more valuable to Internet advertisers. If someone has to find you on a search engine, you're not branded. Full Story | Add comment
BORRELL LOCAL ONLINE AD CONFERENCE
Make The Most Of Online's Media Mix
NetNewsCheck, Feb 9, 2010, 10:52 AM EST
Offering potential advertisers a wide range of online advertising options -- e-mail, search and video among them -- is key to successfully selling the Net. Full Story | Add comment
Borrell Local Online Ad Conference
How To Get National To Think Local
NetNewsCheck, Feb 9, 2010, 3:52 PM EST
While national advertisers may still need convincing, locally targeted sites offer advertisers important venues to reach consumers market-by-market, an important step in garnering an overall larger audience. Full Story | Add comment
BORRELL LOCAL ONLINE AD CONFERENCE
Borrell Hands Out Awards Of Merit
NetNewsCheck, Feb 9, 2010, 3:13 PM EST
Fisher Communications, YourLI.com and Shycast are the recipients of the 2010 Borrell Awards of Merit. Full Story | Add comment
BORRELL LOCAL ONLINE AD CONFERENCE
Facebook Is An Ad-Friendly Destination
NetNewsCheck, Feb 9, 2010, 2:58 PM EST
While advertising on the social networking giant isn't the site's top priority, it's found that users are more likely to click onto an ad when it’s in a social context. Basically, an advertiser's wares or services are simply more attractive when your friends are interested in them too. Full Story | Add comment
BORRELL LOCAL ONLINE AD CONFERENCE
Online Video Ads Can Boost Page Value
NetNewsCheck, Feb 9, 2010, 1:12 PM EST
Web-based companies stand to garner relatively big payoffs from video advertising, even while overall ad spending is still reeling from tough economic times. Full Story | Add comment
BORRELL LOCAL ONLINE AD CONFERENCE
Targeting Key To Online Ad Growth
NetNewsCheck, Feb 9, 2010, 1:06 PM EST
Connecting businesses with local consumers -- search engines, for example -- is often confusing. What's needed are ways that make the process easier for both consumers and local advertisers. Full Story | Add comment
BORRELL LOCAL ONLINE AD CONFERENCE
First Is Best In Getting New Media Ads
NetNewsCheck, Feb 8, 2010, 5:05 PM EST
To succeed online and in mobile, TV stations need the one-two punch of getting into the market as soon as possible and making sure the content is engaging to users and advertisers. Full Story | Add comment
Borrell Local Online Ad Conference
Reputation Tracking Is Newest Online Metric
NetNewsCheck, Feb 8, 2010, 4:02 PM EST
Reputation management services can help small and medium businesses struggling to stay on top of the explosion of  social media, ratings, reviews and other online content. Full Story | Comments (1)
BORRELL LOCAL ONLINE AD CONFERENCE
Mobile Marketing Seen Flourishing In 2010
Feb 8, 2010, 3:51 PM EST
Kip Cassino, Borrell Associates VP of research and development, predicts mobile marketing to double this year, rising from 4% to 8% of all online marketing. And by 2013, about half of all online ad dollars will be spent on mobile, he said. Full Story | Add comment
Borrell Local Online Ad Conference
How Converged Sales Help YellowBook.com
NetNewsCheck, Feb 8, 2010, 1:46 PM EST
Selling print and online services together is not just about the sales relationship, the Borrell conference was told. It's also about profits. Full Story | Add comment
Borrell Local Online Ad Conference
Hyperlocal: Good For Readers, Advertisers
NetNewsCheck, Feb 8, 2010, 1:10 PM EST
Jeff Jarvis, director of the City University of New York’s interactive media program, says that hyperlocal sites could raise the bar for the kind of news that people -- and advertisers -- care about. Full Story | Add comment

Today's Top Stories

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The Market

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Updated 05/17 8:35 ET Quotes delayed at least 20 mins.
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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