Interviews with Digital Media Thought Leaders
The Internet Takes Consumers Away From Local Media (Part 1 of 2)
Podcast Video | Posted by Phil Leigh on August 25, 2007
If you are a local media company such as a newspaper, radio station, or network TV affiliate, and would like to learn how to accelerate the ad revenue growth on your website, this interview is for you. (Part 1 of 2)
Our guest today is Jaan Janes who is a Senior Vide President at the Pulse 360 Division of Seevast Corporation. He recently made a presentation as a member of a panel I hosted at an industry conference for radio stations, metropolitan dailies, and network TV affiliates. The focus was on how to adapt to the challenges and opportunities of the Internet.
During the first half of the interview our guest explains how the Internet has changed the way consumers seek information relating to facilities, activities, and events in their local markets. In the “good old days” for traditional media, consumers relied upon Yellow Pages, TV, radio, and newspapers for such information.
For example, to find the location of a high school football stadium when your son’s team is a visitor, you may now rely upon Mapquest instead of a phone book and a paper-based city map. Similarly, to find the location for a movie you want to see you may use IMDB.com instead of the newspaper. Likewise, for recommendations of restaurants or night clubs you may use Cit Search instead of memory recall from TV or radio ads. Finally, there is always Google.
Importantly, none of the Internet sources noted above are owned by local media. Moreover, the search results from Google often list Internet sites that are also unaffiliated with the traditional media properties.
In short, during the first part of this interview, our guest makes a case that the Internet could marginalize traditional media s as sources of information to consumers in their home town markets.
Length: This video interview is about 10 minutes long.
Categories: Podcast Video
Tags: advertising, Google, Internet Advertising, Local Media, newspapers, online advertising, Pulse 360, radio, Seevast, TV
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