Interviews with Digital Media Thought Leaders
The Internet Takes Consumers Away From Local Media (Part 2 of 2)
Podcast Video | Posted by Phil Leigh on August 28, 2007
If you are a local media company like a newspaper, radio station, or network TV affiliate, and would like to learn what you can do to regain influence with local consumers who have been migrating to Google and other websites, this interview is for you. (Part 2 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 described how the Internet is tanking influence away from traditional media properties in the local market such as newspapers, radio stations, and the affiliates of TV networks. In Part 2 he explains what can be done about it.
His point is best illustrated by example. Consider the situation for a local newspaper. If a consumer in your market is looking for information on local restaurants, he might have traditionally thumbed through the newspaper. Today, he may find that there are websites created by other local citizens that are doing a good job of reviewing and recommending restaurants. In fact, when he does a Google search, such websites might well rank higher in the search results than the website of the local newspaper.
Jaan believes that the local newspaper can seek to invite such sites to affiliate with the website of the newspaper. They might be permitted to take content from the newspaper website and post in on their own web pages. Such content might include video and audio, as well as text. When a visitor to the affiliated website clicks on the content, the ads associated with it will generate revenue for both the affiliate and the newspaper.
Jaan’s company is set-up to help you organize a network of such affiliates and provides them an easy way to cross-post content.
Length: This video interview is about 15 minutes long.
Categories: Podcast Video
Tags: advertising, Google, Internet-Advertising, newspapers, online-advertising, Pulse-360, radio, Seevast, television, TV
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