Borrell 2010

Exclusives

RSS

Special Reports

  • 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.
  • State of the Industry 2010: Everybody wants Local Online Advertising these days, but the leading analysts don't see eye to eye on how big the market is.
  • Local Mobile Ads 2010: Traditional media of all stripes call mobile a "must" for their future, and are trying a wide range of strategies to move there
  • Marketplaces 2010: Finding strategies for local mobile, search and deals.

Industry Calendar

February 2012
Mo
We
27-29
SNPA, Inland Press Association, Local Media Association, and Texas Press Association.
Key Executives Mega-Conference
San Antonio, TX
March 2012
Tu
Th
13-15
American Cable Association
ACA’s 19th Annual Summit
Washington, D.C., DC
April 2012
Fr
13
National Association of Broadcasters
NABShow
Las Vegas, NV

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

Classifieds

The Market

Symbol Last Change (%)
Nasdaq 2905.66 +45.98 (+1.61%)
NYSE 8060.43 +115.00 (+1.45%)
S&P 500 1344.90 +19.36 (+1.46%)
Updated 02/04 9:20p ET Quotes delayed at least 20 mins.
Source: Financial Content
Opinions
Features
Ideas
  • 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."

  • You Should Only Work This Hard If You Own The Business

    Howard Owens, digital media pioneer and author of HowardOwens.com, writes on Patch editors: "But here’s the thing about the work load for Patch editors: They’re not owners. They are expected to do all of the things they would have to do if they owned their own web sites, but merely in service of building wealth for AOL shareholders. Sure, work hard and keep your job is a nice benefit, and as a former corporate employee I think employees have an ethical obligation to help build shareholder value. That’s what they’re paid to do. ... However, if what we’re hearing is true about the Patch workload, I can only ask: Why are you doing it?"

  • 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."

  • Debate Over Naming Commenters Rages On

    Eric Pfanner on real-name commenting policies: "The complications are enormous. Even self-contained Internet services like Facebook have had difficulty enforcing 'real name' systems. To achieve this on the borderless Internet would be impossible."

  • Communities Lose Out When Papers Close

    Author Ken Doctor on MediaNews Group's decision to consolidate its Bay Area newspapers: "It isn’t simply the sad loss of middle-class journalism jobs, as lamentable as that is, just as so many other good jobs that have disappeared in recent years. It’s a community loss, and points to the wider impact of news cuts on the society in which we live. That’s often forgotten as we focus too narrow on industry loss."

  • Why AOL Should Double Down On Patch

    Maxwell Wessel, member of Harvard Business School think tank Forum for Growth, on AOL's Patch: "Patch is AOL's last, best chance to build a growth engine. Investors shouldn't be calling for AOL to back off the business. They should be calling for AOL to double down ... by increasing commitment."

  • News Orgs Should Use Innovation As A Tool

    Frédéric Filloux: "News organizations ... should view innovation as their main weapon against direct competitors and emerging players such as tech startups."

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