» Editorial priorities » Think Philly in » Useful online marketing PG 3 Hear from guest the Fall PG 4 tools PG 11 columnist David Arkin

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JULY 2014 ●●●●●● WWW.LOCALMEDIA.ORG ●●●●●● INNOVATEToday | EDUCATE | INSPIRE Social+Mobile Agenda to Feature SoMoConference: A ‘don’t miss’ event Execs from Facebook, LinkedIn, is next month! The agenda and speaker line-up is on fi re for next month’s Social+Mobile: Show Me The Money and Instagram, Pinterest & Google now includes a virtual ‘who’s who’ of players in this xecutives from most of the world's largest ■ How Targeting Local vital space. Check out some of the top names on social media companies will be speaking at Session line-up Mobile Drives ROI & the program: E the upcoming Social+Mobile event, a collab- Engagement includes: Joseph Naylor, Cox Media orative e ort between LMA, Borrell Associates and the Group; John Silverman, xAd Local Search Association. "We are thrilled to have  ve ■ Why Big Data Matters & ■ Using SoMo to Drive of the heaviest hitters in the social media industry on How to Use the New Tools from LinkedIn Healthcare Revenue our agenda," said Nancy Lane, president, Local Media Lutz Finger, ‘Big Data Guy’ Locally Association, "It is especially rare to see Instagram or and Director/LinkedIn Matt Baldwin, Borrell Pinterest at a media conference so this is a huge deal. Associates  ese executives are going to share information that ■ Working With Major ■ Mobile Delivers Strong will help attendees monetize and use social in more Social Sites ROI for Advertisers PJ MacGregor, Instagram; Jason Peaslee, rive Ted Zagat Lutz Finger meaningful ways." Joel Meek, Pinterest; Ted Analytics; Hynek Stehno, Facebook ‘Big Data Guy’ Zagat, Facebook; Shannon SMG Local Spectrum SMB ads Director/LinkedIn  e conference focuses heavily on the revenue side Kinney, DreamLocal Digital and the organizers have identi ed many great case ■ Driving Innovation Across ■ Keynote: Mobile Matters. YP's Social, Search & Mo- studies from broadcast, directories, newspapers and A Lot. pure plays to share with So+Mo attendees. bile Platforms. Greg Stuart, Mobile Luke Edson, VP for YP’s Marketing Association National Markets Group ■ How Regional Retailers ■ Using Social to Build & Use SoMo to Build Monetize Audience Business Beth Lawton, Author & Moderated by Doug Social Consultant; Shannon omas, Centro Kinney, DreamLocal Digital PAID

98204 ■ Show Me e Money ■ R&D Partners Show Us

PRSTR STD US Postage Moderated by Nancy Lane, Greg Stuart e Money Joel Meek

Sound Publishing LMA. Panelists include Rick Mobile Marketing Pinterest Gordon Borrell, Borrell Bastian, DexMedia; Stephen Association Head of Partner Online Associates, keeps the ball Global CEO Sales & Operations Gibbons, Entercom; Jason rolling in this working lunch Holmes, Advocate Digital session Media

When it comes to marketing, mobile devices are becoming a heavy infl uencer. In-store beacons can ping your smartphone as you stand in the allergy aisle and give you a coupon for tissues,“ or a clever restaurateur can ping people as they pull into a mall parking lot around “lunchtime. This new wave of media mixes personal marketing and social etiquette to set a hook in potential customers. This conference rides that wave and is designed to showcase the most powerful money- making programs for local media intrapreneurs.

— Gordon Borrell, Borrell Associates PJ MacGregor Luke Edson Instagram YP.com Brand Development Lead Vice President

BONUS OFFERING! ADDRESS SERVICE REQUESTED ADDRESS SERVICE Google AdWords Training Two full days immediately prior to So-Mo Confer- ence, begins Monday August 18 at 9AM sharp, same THE Social+Mobile –Show Me The Money location as conference. AUGUST 20-21 Additional fees apply. Students will be fully trained DETAILS Sheraton Chicago O'Hare, (847) 699-6300 and ready to take the Google-administered certifi cation exams. Hotel rate is just $145 /night if booked by July 28th! www.localmedia.org/Events Contact [email protected] for info Local Media Association 116 Cass Street MI 49684 City, Traverse LMA HQ can help with travel planning. 888-486-2466 and to sign up! 2 | LOCAL MEDIA TODAY | July 2014

AN OFFICIAL PUBLICATION OF Q& A with...

Local Media Today is published in print and digitally by the Local Media Association, the only non-profi t trade association in North America that specifi cally represents the needs and interests of local newspaper and media companies, their multi-media A Top-notch Google AdWords Trainer publishing entities and other community based affi liations. With a tagline of Innovate. Educate. Inspire "There is a lot of competition in this space. There are a lot of LMA provides leadership for its members and support for their endeavors including their resellers who take short cuts. Certifi cation not only gives you a pursuits of journalistic excellence, sales and marketing expertise, audience development, distinguishable competitive advantage, it arms sales reps and community-centric initiatives and leadership values through the ongoing development leaders with the confi dence to walk in a door and sell search." and dissemination of powerful, innovative and valuable resources. LMA Headquarters: 116 Cass Street Traverse City, MI 49684 888-486-2466; Joined the LMA team last year in the brand new position of Fax: 231-932-2985 TrainingAmie & Development Stein Director and literally hit the ground running. In her short time, email: [email protected] she’s trained over 400 media reps, attended and spoken at numerous conferences and www.localmedia.org state press association gatherings, recruited recent college grads for the media LMA OFFICERS & DIRECTORS industry and is currently seeking a second trainer for this growing division. Chairwoman of the Board / SNI Vice- Chairwoman / LMAF Treasurer Gloria Fletcher | Sound Publishing, Inc.

First Vice Chair / SNI Treasurer Clifford Richner | Richner Communication, Inc. manage their search, why not you? It’s just one more tool for customer Second Vice Chairman Gordon Borrell | Borrell Associates retention. I could go on, but, yes, there are tangible bene ts.

Treasurer Suzanne Schlicht | The World Company Going Well Tell me about how becoming certi ed can lead to increased Secretary Q sales? What is the potential? Matt Coen | Second Street, Inc. Immediate Past LMA Chairman/ Beyond Google Current SNI Chairman So, that tripling of sales I mentioned above, 90% of it was John Humenik | Wisconsin State Journal A incremental revenue. Search allows you to gain share in areas Directors: where dollars are shifting, search allows you to walk in ANY door-we are Roy Biondi | This Week Community Newspapers AdWords Henry Bird | Community Newspaper Holdings, Inc. no longer bound by traditional categories of business. Nor are we Robert Brown | Swift Communications bound to any geography. Brandon Erlacher | The Elkhart Truth One of the best success stories I witnesses was a sales rep who Kevin Kampman | Winston-Salem Journal Terry Kukle | Metroland Media Group Ltd. I want to dig in to the numerous initiatives you are managed a senior facility in the market we sold and suddenly had the Chris Lee | Deseret Digital Media Q involved with as LMA’s Training & Development Director Peter Newton | Gatehouse Media business of 13 additional markets in non-contiguous areas.  at would Mark Poss | Red Wing Publishing but  rst, can you give us a thumbnail of your career path to date? never have happened with almost any other product line. Ben Shaw | Shaw Media Kim Wilson | The South Bend Tribune Sure. I started working in the newspaper immediately Once certi ed, does a rep remain certi ed forevermore or are LMA STAFF A out of college and worked for Journal Register Company Q there periodic re-certi cations? President in St. Louis. Up until joining LMA just over a year ago, I contin- Nancy Lane 843-390-1531 | [email protected] ued to work for various media companies including Pulitzer Inc, Currently, and this could always change, there are two exams Vice President of Operations Lee Enterprises and E.W. Scripps. After a few years working as an Al Cupo account executive, the last 15 were spent in either Advertising A required for the certi cation. One of the two (Fundamentals) is 215-256-6801 | [email protected] Director or a Senior Associate Publisher roles. I believe I have good for two years, the other (Advanced) is good for one year. Sales & Marketing Director Pete Conti overseen just about every vertical of advertising business during 888-486-2466 | [email protected] this time. You have also pioneered other training initiatives within LMA. Classifi ed Avenue Director of Sales Tell us about some of these and what media companies can Deanna Lewis Q 888-486-2466 | [email protected] Within LMA you are probably best known (so far at least) expect as a result of undergoing the various o erings. Q as a top-notch Google AdWords trainer. Why is becoming Sales & Marketing Manager Lindsey Leisher Estes certi ed in this so valuable for local media reps? Most recently I have been taking another program on the road 410-838-3018 | [email protected] A - the 14-Week Sales Process Training which was originally Training & Development Director  ere is a lot of competition in this space.  ere are a lot Amie Stein developed as a "turn-key" program for ad managers to execute. I am A of resellers who take short cuts. Certi cation not only Local Media Today Editor doing full day sessions with teams of both account executives and Deb Shaw gives you a distinguishable competitive advantage, it arms sales 888-486-2466 | [email protected] reps and leaders with the con dence to walk in a door and sell managers.  e day is highly interactive and covers the essentials of the sales process "Mastering Sales Fundamentals". HQ STAFF search. 888-486-2466 | e-mail to [email protected] In addition, and probably most importantly, it enables a Additionally, I conduct training on the use of social platforms for Operations Manager seller to be more strategic when they know how it works. More "Social Selling", this is an ever-evolving discipline of sales and is proving Bonnie Pitozzi strategy should yield better results, results lead to retention. And to impact the overall performance of individuals or companies who Accounting & Finance Director Janice Norman customer retention is good. adopt. Membership Manager I am also doing some leadership and organizational training with Valerie Donn Is there a tangible ROI that media companies can expect various companies.  is tends to be more customized to their needs. Database & IT Director Q from training their reps or is this largely a ‘street cred’ I'm hopeful that with the addition of a second trainer we can get in Clara Cherry certi cation that helps in the competitive landscape? front of more sales reps and as close to the "streets" as possible. I think Local Media Today is printed courtesy I think both are true.  e most tangible reason I can there's a real need and desire for modeling in the  eld as well as the of Sound Publishing, Inc., the largest classroom. community news organization in the state A share (as I do with all my class participants) is my own of Washington. experience with a sales sta who had sold search for several The digital edition of Local Media Today is years, revenue was stagnant, they certi ed and revenue tripled in Career Connect is another LMA initiative with which you are published courtesy of Realview, a leading 90-days. It was about con dence and having a few wins. I’ve Q involved. I believe this is a beta program backed by a handful of provider of stunning online and mobile heard that repeated again and again by other media companies publishing solutions. More about them at realviewdigital.com. in the same position. And look, some are apprehensive about margins, but if your advertiser is going to pay someone to CONTINUED ON PAGE 14 » July 2014 | LOCAL MEDIA TODAY | 3 Content priorities are critical for today’s newsrooms

David Arkin, guest columnist R&D Partner Opportunity Vice President of Content at GateHouse Media New Technology often hear editors talk about what they can't readers really wanted from “things to do” and national do anymore.  ey used to have so many coverage we were providing. One of the goals was to Showcase at Inno- I people that provided a great resource to read- help newspapers determine the most important areas ers that has either been cut or massively scaled back. It to focus on. Today, it’s impossible to be everything to vation Conference has hurt our product, they say. And I totally agree. everyone, but if newsrooms understand the top  ve You can't argue that cutting sta , pages or days, has areas that mean most to readers, they can use that he Local Media Innovation Conference & been good for your newsroom or your readers. It's been information to create meaningful content that impacts Technology Showcase, beginning September painful and continues to be. more readers than trying to cover a topic that is the 20th T 30, will feature a dazzling new opportunity for Today, it's all about priority and focus. What are the most relevant in their market.  e survey results are get- the R&D arm of the media industry to showcase and pockets of your readership area that show promise for ting speci c. For example, we just  nished a survey on demonstrate their many inventive and desired services growth? What are the topics that you believe have the things-to-do content and now know that readers expect geared to the crowd of cross-industry media profession- most interest, and what could you do around those to to see a daily calendar in print, and many are interested als who will gather in Philadelphia this fall. sustain and build new readership? What can you do to in weekly restaurant reviews, as well as info about day With modern banks of monitors, stand up booths, make your product feel special every day, even though trips.  at’s actionable and speci c and helps news- quick-bite segments and live demos of the latest the good ol' days of bureaus are long gone? rooms set priorities. technology gadgets, the Technology Showcase o ers At the company I work for we are thinking about ■ Setting priorities also comes in the form of what an excellent venue for exhibitors and sponsors. Tra c those things and really trying to do something about an organization decides is most important from a will be driven to the Showcase hall with special events, them. A few examples: structure perspective. Today, GateHouse Media breaks and speci cally designated times to interact with ■ In our most competitive market — believes that putting newsrooms in position to exhibitors. Boston focus directly on original content, the kind Hundreds of key decision makers and revenue- — our largest newspaper,  e Patriot of stories that move and change com- responsible managers will be in attendance at this Ledger, re-launched its product last munities, is far more important than gathering, formerly called the LMA Fall Conference. month with a focus on a small number newsrooms spending time managing For more information on exhibitor and sponsorship of communities that the Ledger production and process-oriented opportunities, go to www.localmedia.org under the believes are the future of their content. While we recognize Events tab or contact Al Cupo at al.cupo@localmedia. market.  ey are utilizing that’s a di cult culture transi- org. 215-256-6801. weekly newspapers in their tion to make, we believe footprint to get news in the for our future, it’s the right paper from communities that direction. We are more than don't fall into their priority towns two years into the transformation and Techno-knowledge any longer.  is approach not only the build-out of our Center for News & Design in is helping  e Ledger, it’s bene t- ing their Austin, Texas. In 2012, we launched two design centers, AVAILABLE! weeklies, particularly online by ensuring that content one in Illinois and another in Massachusetts. By the gets posted quickly and reporters write tighter, better end of the summer we will have consolidated those two Conference attendees can organized stories.  is e ort has helped the weeklies as centers into a single one in Texas. We made the move so expect to absorb a bucket much as the dailies.  e model admits that  e Ledger we could provide high-quality design, editing, con- full of new knowledge from can't cover everything like they used to but recognizes tent development and next-level resources in content the trusted associates who that certain towns are key and other towns can still get marketing and custom publishing all under one roof, a will be exhibiting at the coverage through other resources. Another part of the move we believe is more e ective than being spread out Local Media Innovation plan is to make the print product more newsy. What I across the country. Our vision is that the center is the love about this project is that it uses resources in smart content brain of our company.  e end result will be a Conference & Technology ways but recognizes that you can't focus on everyone central service organization that supports our news- Showcase. Strategy-minded and everything. You have to pick your important com- rooms in producing great print and digital products, media leaders defi nitely munities and topics that are most likely to drive audi- and helps develop new solutions for readers that tap want to interact with all ence. Today, that may mean that a community 20 miles into categories and user experiences that move read- the showcase will offer. Full from your key towns just isn’t a priority any longer. ers on all platforms. We expect that the services at the conference details at ■ GateHouse Media is wrapping up a massive read- center — editing, design, training, content marketing, ership research project with Frank Magid & Associates content development and the management of process www.localmedia.org. that we conducted for many of our larger newspapers content (briefs, education news and calendar, etc.), will and some smaller newspapers.  e takeaways will be be a long-term bene t that we can provide to newspa- used for all of our newspapers.  e research project, pers outside of our company. which started in 2013, attempted to gain insight into Change is hard. Really hard. Especially in our busi- content topics and designs that most resonated with ness. To adapt, you have to develop priorities. At the readers. We  rst gained an understanding of what read- highest level in an organization, executives have to set BONUS ers thought about our newspapers and their coverage a roadmap that helps free newsrooms to allow them to OPPORTUNITY! (a baseline survey), then transitioned to a few design focus on what matters most to our readers and that’s surveys that looked at presentation and content mix on high-quality, relevant, local content. We can get there, the front page. We then moved on to speci c surveys and the results will be huge, but we simply can't hold R&D Sessions – 20-Minute Quick Bites that delved into some of the big takeaways, such as what onto everything we used to be. This session is part of the conference agenda for Tuesday, September 30, and is available to R&D partners on a fi rst come, fi rst served basis. If you are interested in presenting a Contact David at [email protected], follow him on Twitter at @david_arkin ‘quick bite’ session, contact Al Cupo at al.cupo@localme- and read his blog at http://www.ghnewsroom.com/section/blogs01?taxid=998 dia.org or 215 256-6801. These will fi ll up quickly! 4 | LOCAL MEDIA TODAY | July 2014

Local Media Association R&D Members Dynamite Speakers

Local media leaders to gather Marsha Lawrence Ben Shaw Chris Lee in Philly Expect the most current and forward looking lessons at the upcoming Local Media Innova- Terry Kukle Tom Rosenstiel tion Conference & Technology Showcase

eading edge topics. Top THE AGENDA Mike Jameson notch speakers. Impres- Complimenting the revenue- L sive set of VIP media centric program is a two track buyers. Novel ideas-yielding approach throughout much of the hackathon. Inventive technology program – one focusing on the showcase.  e upcoming LMA transformation that media compa- Kerry Oslund Matt Walsh gathering, beginning September nies are undertaking (called the 30, is something like you’ve never ‘Reinvention’ track) and the other experienced before and LMA focusing on the imperative core Doug Phares members can expect the latest and print & digital products and how greatest (really!) in what’s hot for to maximize this vital revenue local media in Philly this fall. stream (called the ‘Growth’ track). From September 30th to Octo- "Attendees can pick and choose Compelling ber 2nd in Philadelphia  e Local the sessions that appeal most Media Innovation Conference and to them. 'Reinvention' looks at Sessions Technology Showcase, formerly new and emerging trends and Building a successful native known as the LMA Fall Confer- business models while 'Growth' ence, will bring it all together. advertising strategy concentrates on existing business Chris Lee, president, Deseret Digital  is gathering has not just been units for both the traditional and renamed but rather completely re- digital sides of the business,” says Innovation Mission Key Takeaways – crafted in sync with the dynamic Terry Kukle, conference co-chair IM attendees share their action plans nature and positive momentum and VP/Business Development Mark Poss, CEO, Red Wing Publishing; Edwin Ruis, Integrated Revenue Director, Swift Communications, underlying today’s local media for Metroland Media.” I am lead- Inc; Shannon Kinney, Founder and Client Success landscape. ing two exciting sessions, a local O cer, Dream Local Digital; Moderated by Nancy  is premier industry confer- media hackathon and a session on Lane, President, LMA ence features a forward lean- crowdfunding. I promise this will ing agenda designed to provide be unlike any other conference Crowdfunding: a hot new opportunity attendees with the most current that you have ever attended." Terry Kukle, vice president business development, and actionable ideas for captur- Check out all the details of the Metroland Media ing maximum local revenue from compelling agenda at www.lo- print, digital and o shoot prod- calmedia.org under the Events tab. Digital video: Two suburban dailies ucts and for operating a modern selling $500K Mike Jameson, president & general manager, day media company.  ink big, Calkins Media Philadelphia Region (invited) imaginative and, most of all, CONTINUED ON PAGE 12 extremely useful for operations, » Big data & local media: utilizing advertising and digital leaders. internal and external data to grow audi- ence Ben Shaw, Chief Technology O cer, Shaw Suburban Media Get in the The new journalism and audience development Tom Rosenstiel, Executive Director, American Press Institute TheKNOW! 2014 Innovation Mission To learn more about the report now available! Pragmatic innovation bene ts of R & D Panelists include Doug Phares, CEO, Sandusky News- ONE REPORT paper Group; Matt Walsh, CEO, e Observer Group 11 Key Takeaways Membership Contact: and Kerry Oslund, senior vp/publishing and emerg- $ Al Cupo ing media, Schurz Communications. Moderated by Only 299 Gareth Charter, LM Foundation board member. [email protected] Order at www.localmedia.org. [See page 6 for more details.] July 2014 | LOCAL MEDIA TODAY | 5 Digital facelift is more LOCAL MEDIA than a pretty face pdated styling, intuitive usability, ROCKS and a real depth of helpful re- LMA President Nancy Lane U sources are part and parcel of LMA’s @localmediarocks • [email protected] newly redesigned website which launched last month in another of the strategic moves to update and enhance value for members. Long a ‘go to’ for community media information, localmedia.org now boasts a more immersive experience with a clean and On a Mission appealing graphics. New features include fast links to pertinent blogs and a drop down menu of the training o ered by the popular for Innovation… new training division led by Amie Stein. Read y favorite week of the year is the more about Stein’s initiatives in the Q&A Local Media Innovation Mission. beginning on page 2 of this issue. M My good friend Mark Poss calls it “better than Christmas, my birthday and 4th of July combined.” I agree. Members will also fi nd easy ■ Reports – the Local Media Innovation It’s a week to learn and be inspired. and fast access to many other Alliance (LMIA) publishes monthly white resources including: paper reports on a wide variety of emerg- Over the years we have visited with some of the world’s most innovative and disrup- ■ ing trends and practices. Check out the Member to member directory with full tive companies.  e 2014 trip was very search functionality – excellent for net- wealth of knowledge here when seeking special and possibly the best trip yet. working with peers! pertinent intelligence for new initiatives. When we arrived at LinkedIn, my ■ Access to more than 100 R&D providers contact hit us with a surprise: Allen Blue, and the many solutions they o er Check out these and the co-founder of the company, would ■ Webinars – register for upcoming events many other be meeting with us. He was not on the or access archived recordings enhancements at agenda or ever even discussed. For the ■ Events – easy links to all conferences with next hour we had an intimate and o -the- full agendas, hotel info, online registra- www.localmedia.org record conversation with this fascinating tions individual. It was a meeting that I will never forget for the rest of my life. I was also thrilled to have Gerold Riedmann, CEO, Russmedia Digital out of Austria,  y to New York City to kick o this year’s IM. Riedmann then stayed with us for the  rst few days and it was awesome to pick the brain of one of Europe’s great- Nancy Lane with Russmedia Digital CEO Gerold est disruptors on the media side. Riedmann, right, and Elkhart Truth Publisher Brandon Erlacher at the start of last  e visit to eBay/PayPal was inspiring. month’s Innovation Mission.  ey are  guring out ways to make the mobile device the wallet of the future. It’s a surprising mix of takeaways We were very impressed with what they that focus on culture, leadership, native, are doing. In addition, the meeting at content, SMB strategies and even getting Google and Google+ resulted in a special rid of inter-company e-mail. beta test for IM participants that could be  e Local Media Foundation is the game changing and drive serious revenue sponsor of the Innovation Mission and to our newspaper websites.  e visit to our goal is to make this information ac- BuzzFeed was incredibly inspiring and cessible. We are only charging $299 for the will result in many content changes from report. Participants paid $4,195 + travel the IM participants. to/from the starting and ending sites. So  e Innovation Mission is special for the price is a real bargain. I suggest that the 25 executives that attend (we sold all local media executives purchase the out this year and more than 50% of the report, share it with your sta and make participants had attended an IM before). some positive changes in your company. But our goal is to also share our takeaways Pay particular attention to the partici- with the entire industry. pants’ takeaway section. Publishers, CEOs So for 10 straight days (including the and owners share what they plan to do as long plane rides back home on the last a result of attending the IM. day of the IM), I labored over the top I’m available to discuss any of the takeaways and wrote a 44-page report. I takeaways in more detail. And I guarantee identi ed 11 but there could have been ROI or your money back. many more. I tried to identify the ones It was one of the most special weeks that would resonate the most with LMA of my career. If you never attended one, members. consider it for next year.  e ROI is huge.

Nancy Cawley Lane writes a blog about disruption in local media and her thoughts are de nitely worth the read. Check it out at http://nancycawleylane.tumblr.com. 6 | LOCAL MEDIA TODAY | July 2014

Innovation Mission 2014 Study Mission Perspectives Shared

group of 26 senior-level local media executives A banded together for last month’s Innovation Mis- sion, the signature event of the Local Media Foun- dation. This 5th annual six-day intensive study tour offers an educational and often game-changing experience to participants via close up visits with some of the world’s leading technology and media companies. Led and developed by LMA President Nancy Lane, the 2014 tour included visits to LinkedIn, eBay, PayPal, Google+, Automattic/ WordPress, BuzzFeed, The New York Times, CBS enue streams, understanding how to create a culture of innova- Local, The Wall Street Journal, Russmedia Digital (from Austria), tion, fi nding sustainable business models on the digital side, GateHouse Media, Simulmedia, San Francisco Examiner and exploring new content strategies, learning how to better work RegionalHelpWanted.com. with the “big guys” (Google+, LinkedIn, etc.) and identifying Top goals for the 2014 tour included: discovering new rev- top vendors/R&D partners to help fuel growth.

 e Innovation Mission trip was  e Innovation Mission Participation in the IM is an incredible experience.  e topics was the trip of my career! I a very personal experience. were super relevant and everyone gained so much by visiting What I mean by that is we all left with ideas that they could go some of the leading organi- see and hear the same things, back and implement. zations in print, broadcast but it means something dif- A few things that I left with: and digital, and couldn't ferent to each of us based on ■ Native is here: Numerous have asked for a better group where we are in our own digi- companies talked about their ap- of people to be doing it with proach with native advertising. All 25 or so media execs who tal and cultural evolution. were approaching it di erently but were just as eager to learn  is is my third IM and cul- all believe the opportunity is real. and grow as I was. It was ture has always been of keen It's time for all companies — big a unique opportunity to interest to me and I have been David Arkin and small — to start exploring in Chris Jones collaborate, share ideas and Mark Poss working hard on changing our this space.  e good new is that na- build relationships. culture ever since I started on Vice President of Director of Innovation CEO, Red Wing Content, GateHouse tive advertising is very much in our Wire and Publisher So- Some recurring themes Publishing these journeys. As a result, it Media, Inc. wheelhouse. lutions, Deseret Digital exempli ed in organizations is now a little easier for me to ■ Get on the data: Every Media like Buzzfeed, eBay/Paypal, take ideas about openness, company had become masters at getting data, analyzing it and LinkedIn and others were the collaboration, transparency and fun and more readily making it actionable. Maybe no one was doing it as e ective as need to focus on audience implement them.  ere is de nitely a cumulative bene t BuzzFeed.  ey really understand what their data is saying and needs and using data to discover and meet those needs. have found really great ways to use it to form their content ap- Also the importance of organizing for success and foster- to participating in these experiences. proach. It's one of the reasons they are so successful. ing an innovative, collaborative and inspiring culture. Native advertising was clearly a theme we heard at ■ Content has to be fun: While there is de nitely a seri-  e Mission was humbling to identify areas where my many visits. It’s still a di cult concept in that so many or- ousness to much of the content we produce — investigative, organization and I can improve, but rewarding to rec- ganizations de ne their native strategies so di erently. We watchdog — we do need to be open — maybe more open — to ognize some things that we're doing well that others are need to work on a plan that  ts our organization, resourc- producing content that is fun.  at was really apparent at CBS  nding success with also. es and market. And that may well include partnerships. Local, a company that has taken a very social view to news.  ey Above all, the Mission gave me a renewed sense of One of the most profound comments of the week are creating videos at tailgates, creating entertainment documen- hope for our industry. Organizations and people who are (and that’s saying a lot) came from Kirk Davis at Gate- taries and are producing list-type stories that are hugely popular willing to adapt, brave enough to disrupt themselves and house /NewMediaGroup. He talked about the di erence (think best burgers in town). And it seems to be engaging their willing to collaborate with others will  nd ways to con- between “selling digital stu ” and “building a digital audiences. tinue being relevant and making a di erence in the world business”.  at really got me thinking hard about the long  e trip was great and we're already talking at my company through the lives of their readers. about the learnings and how they can apply to our operations. view of our business. July 2014 | LOCAL MEDIA TODAY | 7

 e Innovation Mission is In terms of general impres- ings from the trip that stood a unique opportunity for those sions, I was seriously humbled to out the most to me: open minded media industry spend a week on a study tour with executives who recognize that hypersmart, dedicated, forward- Why Reinvent the change is critical in order to stay thinking, innovative media pro- Wheel? relevant.  is year, a well crafted fessionals.  e mix of newspaper, (from the Automatic meeting) program allowed us to take a digital and service providers on We spend too much time peek inside those cutting edge the tour, combined with industry trying to reinvent the wheel. We companies whose success has (Gatehouse, Wall Street Journal) spend lots of time and money try- been achieved by developing new and pure-play (eBay, Google+, ing to build everything - we’d be business models and the work LinkedIn) company professionals a lot farther down the road if we cultures that sustain them. we visited with, created a unique partnered/bought SaaS technolo- Eric Bright Beyond the weeklong feeding Edwin Ruis "think-tank" atmosphere that Suzanne Schlicht gies (i.e. Wordpress or Drupal for VP of E-commerce, of fresh and challenging ideas, we allowed for an exchange of ideas Deseret Digital Media Integrated Revenue Chief Operating CRM) than trying to build so we end with a network of like minded Director, Swift and impressions that have im- Offi cer, The World can have the “ exibility when we professionals providing support to Communications, Inc pacted my view and future plans Company and World- need it”.  e reality is the time and each other on how to implement for our company. I'd give up every West LLC. money spent building and maintaining likely turns the ROI of what has been learned, becoming conference experience for a year having  exibility upside down. a stronger agent of change in your own organization. to participate in the Innovation

Key takeaway: pull with native advertising, Mission.  ree of four years on this trip has turned me into an Reimagine Instead of Innovate IM evangelist! (from the eBay and LinkedIn meetings….and the Apple then push with smarter digital tools, for WWDC the week before) Local media companies must deliver solu- local businesses. Pure innovation is overkill. To win your market - build While native advertising is the buzzword in the industry, tions that connect consumers to retailers features/products that directly solve existing customer needs in order to produce sustainable revenue with this marketing effectively amidst a purchasing landscape and pain points. Evolution and reimagination are better words tool, we should consider it one piece of a bigger engine. In a that has become totally disrupted. to use to win in the market - talk to your customers often, local market stand alone dollars produced by native advertis- A key takeaway from the IM that I wrote in my notes on involve them in the ideation, build a useful solution, push to ing will not result in a sustainable business unless we are able scale.  en do it all over again. You have to be in touch with to prove ROI, therefore each organization should emphasize June 6: Monica from Google+ told us 56% of searches have local intent. 50% of search initiators visit a local store within your customers. Lutz Finger called it Build, Measure, Learn. I’d integration with other tools that would get the target audience suggestion messing with the order…Learn, Build, Measure. closer to a purchase decision. a day of a local mobile search. 18% of those who made a local search make a purchase. Businesses are frightened that they Other thoughts: will become irrelevant in the face of Amazon. Local media Do It to Improve Your World, Not Just People share: to build community and to build their own companies need to help local businesses be more relevant. for the Money brand. Our company is small, but we must identify platforms and (from the LinkedIn and Automattic meetings) Consumable content is not always shareable content. form partnerships and build brand to help deliver this assis- When you start focusing only on the money you do things Hit three individuals and trust their sharing power to tance to SMBs in our markets. your customers don’t want (i.e. more ads on sites, more increase audience. disruptive ads lead to lower ad recall, ad engagement, and ad It is becoming easier to  nd dollars for marketing than for "The smartphone is the remote appreciation and ultimately lower CTRs and lower CPMs). advertising. control for life." —Jody Ford from eBay Leave a legacy above and beyond the money. You can trick people to click but you can’t trick people to We use it to determine the time, consume news, commu- share.  ere is more value on shares than in clicks. nicate with our children, check email, check our schedules, Leadership make purchases, play games, check the weather forecast, (from the  ink & Drink and various conversations with the buy plane tickets, reserve tables at restaurants—the list could mission attendees) go on. Somehow, someway, local media companies must Leading an organization through change and disruption ◆ ◆ ◆ improve our mobile presence and functionality. We must be - whether you are disrupting or being disrupted - is di cult able to o er a localized experience for many of these func- and often lonely. Building a culture that can sustain and push tions. And the experience must answer questions or solve the continuous evolution and disruption is incredibly hard work. problems of our local consumers. Our mobile presence can Enduring successes and failures while keeping the culture  ings that we are looking to no longer be a smartphone-sized version of our newspapers. implement soon because of the intact and productive is much more challenging than actually And for advertisers, we should intelligently and e ectively de- building the products. Keys to success for the leader include IM: ploy Native Advertising across our mobile platforms. Display ■ motivating through our examples of resilience, transparency, Encourage usage of ads on mobile devices will not work and we need to become Google+, directly feeds the index. belief and trust in other members of the team to self organize more creative about connecting advertisers and consumers around the success of the culture. Use other Google tools to make on the mobile device. PayPal has some astounding, almost fu- sure SMBs are found (and us too!) turistic, solutions that are being deployed right now. Solutions ■ CONTINUED ON NEXT PAGE » Become 'thought-lead- that are almost frightening in terms of their ability to make the ers' utilizing tools on LinkedIn. lives of purchasers near completely painless. Gives our brand lift. ■ Partnering with other me- dia. Local can beat the big brands. ■ Brandon Erlacher Rename native marketing to content marketing. Our job is IM REPORT NOW AVAILABLE Publisher, The Elkhart to help market the SMBs. Liked A 44-page report, authored by IM leader and LMA President Nancy Lane, Truth and CIO, Federated Media BuzzFeed's notion of "being the identifi es 11 top takeaways from the week-long study tour and is now avail- newsroom for the brand (client)" able at the bargain price of $299. Some of the takeaways are immediately ■ Danger in just emulating actionable; others are disruptive and will require strategic planning with your Buzz Feed, we must keep quality. Be relevant but provide high team. The list touches on a wide variety of topics including content strategies, quality content. ■ Use #BigData to drive decisions on product, content emerging revenue trends, upcoming opportunity areas and even eliminating and helping SMBs. Looking at combining databases and inter-company email. email with our radio companies to help us in this goal. ■ Continue to evolve the culture in our building and To order, visit www.localmedia.org. businesses. 8 | LOCAL MEDIA TODAY | July 2014

For me, this trip is my most anticipated trip of the year for a few reasons. Firstly, we always learn a LOT during the sessions, with some of the most cutting edge companies and topics of our industry. But for me, one of the key bene ts is that I believe it is no longer a luxury to take time out to think bigger, and  nd things that inspire us to think bigger - in today's fast-moving landscape, it Shannon Kinney is a NECESSITY to  nd opportuni- Founder and Client ties to think bigger.  is trip is that  e IM is truly the trip of Success Offi cer, Dream a lifetime and will provide Local Digital for me. We learn so much in the meet- bene ts to the participants ings, but also from each other.  e for a lifetime.  e people you conversations we have in the evenings, in between meetings, connect with, the information are often many of the most inspiring of the trip as we learn from you learn, the experiences you each other and I consider it a privilege to be surrounded for a have, the takeaways you can week by some of the strongest thought leaders in our industry. implement, and the memories We are able to have meetings with cutting edge companies you create all make this the and the terri c and thought-provoking itinerary that LMA puts best business trip you'll ever together, and then discuss it with each other in ways that are take. deeply moving for me. Native advertising is work-  is is my second year, and both years I have implemented Liz White ing for many companies and changes in my company and/or our services within days of re- we need to try it to help our Executive Vice turning back from the trip. We are still bene ting from relation- President and Assistant advertisers and generate new ships made on last years' trip and I am already bene tting from Publisher, Record-Jour- revenue. Social shareability is connections made this year. For me it is where we devote a nal Publishing Co. a key metric that we need to large majority of our budget each year and worth every penny, start measuring and tracking. as it pays itself back exponentially, and very quickly. I am al- Eliminating email communication is a radical idea, but ready ready to sign up for next year, wouldn't be anywhere else!! de nitely one that's worth considering. Who can you call for accurate information?

When Forbes Magazine needed a media appraiser to judge the sale of The Boston Globe to entrepreneur John Henry, who did it call? Kevin Kamen of Kamen & Co. Group Services

“Still, the Globe didn’t lose all of its value at once. In 2010, when entrepreneur Aaron Kushner came calling only to be turned away by Times Co. management, a sale would likely have fetched $120 million in the view of media appraiser Kevin Kamen. By February of this year, he’d adjusted his estimate down to $63 million, just $7 million off the actual price Henry paid. (Kamen was similarly on target in guessing how much Tribune Co. would sell Newsday for; Cablevision CVC +5.2% paid $650 million for it in 2008.)” — Jeff Bercovici, Forbes Magazine, Aug. 3, 2013 Getting it right matters! Considering selling your publication? You should have your title  nancially valued correctly and listed for sale. Call or come visit Kamen & Co. at our New York of ce on Long Island and select the proven experts at Kamen Group to assist you.

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Hensley breaks long Halifax Media Group closes purchase tradition Halifax Media Group has purchased the Red Wing Publishing CEO Mark For the  rst time in more Telegram & Gazette in Worcester, Mass. Poss, left, welcomes the folks from than 35 years there will not " e T&G has a special connection with Local Media Lakeshore Weekly News to the Red be a Schurz at the top of the Worcester market and its readers and

Wing family of publications. the masthead at Advo- advertisers," said Michael Redding, CEO of

Membership cate Communications in Halifax Media Group. "We understand and Larry Hensley So proud“ to be associated with Danville, KY. Larry Hensley celebrate the importance of staying con- this team that serves more than 20,000 has taken over as presi- nected to the communities we serve and ews dent and publisher, replacing Scott Schurz Jr. have a strong commitment in continuing that N passionate readers around the Lake Minnetonka area. Local Media who has been promoted to a new role in the tradition in Worcester." “ Schurz corporate o ce in Indiana. Rocks!, says Poss. News Corp sells CNG In addition to serving as publisher of  e Advocate-Messenger, Hensley will serve as News Corp has sold its Community publisher for  e Winchester (Ky.) Sun,  e Newspaper Group (CNG) to Les and Jennifer Jessamine Journal and  e Interior Journal in Goodstein. Stanford, all members of Advocate Commu- CNG, headquartered in Brooklyn, is a nications. network of 11 community newspapers and web sites, including Bayside Times and  e Emanuel becomes Brooklyn Paper. senior group publisher  e Goodsteins also own NYC Communi- Rick Emanuel, pub- tyMedia, publisher of  e Villager, Down- lisher of  e Post-Star in town Express, Gay City News, East Villager Glens Falls, New York, has News and Chelsea Now. Les Goodstein is a been named senior group former News Corp executive who ran CNG publisher for GateHouse between 2006 and 2013. Rick Emmanuel Media properties in New Southwest Daily News takes top award York’s Southern Tier and Finger Lakes regions. Garnering 22 overall awards, the South- Emanuel will oversee the Messenger Post west Daily News was named Division 6 newspapers and digital platforms based in Newspaper of the Year here at the annual Canandaigua in addition to other operations Louisiana Press Association’s Better News- in nearby towns. paper Editorial and Advertising competition "I am extremely excited to have such a awards presentation last month. great talent join our team to help develop our “We have a fantastic team and each and products, people and processes to grow both every member of that team works extremely top and bottom revenue," said Brad Harmon, hard to provide a great publication for Sul- vice president of publishing for the Commu- phur,” said SDN Publisher Suzanne Nelson. “I nity East Group.” am so proud of our sta . It’s a very important designation for our newspaper.” Miller named publisher Steve Buttry joins LSU Kelly Miller has become publisher and advertising manager at the Times West Vir- Steve Butty has ginian in Fairmont, W.Va. Miller is a 20-year wrapped up his work at veteran of the newspaper industry who most Digital First Media and has recently was publisher of  e Courier-Times, become the Lamar Visit- a daily owned by the Paxton Media Group. ing Scholar at Louisiana DV She succeeds Chuck Jessup, who has State University’s Manship taken another position with CNHI. School of Communica- Steve Buttry &M "Kelly Miller has established an impres- tion. He will be teaching, sive track record as a publisher and market- working with students on BOSTON GLOBE MEDIA PARTNERS ing specialist," said Steve McPhaul, executive a social media project, working with other vice president and chief operating o cer for faculty and sta to improve digital journalism HAS SOLD CNHI. education at the school. New president of John Temple joins First Look Tennessee Press leadership team Association John Temple, who Jason Taylor, president most recently was a senior and publisher of the Chat- fellow with the John S. tanooga Times Free Press, Knight Journalism Fellow- is the new president of the Jason Taylor ships program at Stanford WORCESTER (MA) Tennessee Press Associa- University, has been tion. Many LMA members named president, audi- ence and products with TELEGRAM & GAZETTE know Taylor from his enthusiastic keynote Johyn Temple at LMA’s 2012 fall conference about his very First Look Media. 51,000 daily circulation e ective event marketing endeavors. 61,000 Sunday circulation AccountScout is the Brains of your Organization

Contact us to discuss how AccountScout TO can optimize your HALIFAX MEDIA GROUP workflows. We are pleased to have represented Boston Globe Media Partners in this transaction. 303-791-3301 [email protected] Dirks, Van Essen & Murray www.FakeBrains.com Santa Fe, NM t: 505.820.2700 www.dirksvanessen.com July 2014 | LOCAL MEDIA TODAY | 11 Identifying Marketing Problems – Online Tools Can Help

ast month we looked you should point out that companies with 51 to 100 Twit- at conversation start- ter followers generate 106% more tra c than those with L ers. So once you’ve 25 or fewer.  is great digital conversation starter identi- Armed with all this powerful informa-“ gotten your foot in the door,  es marketing problems. what do you next? You want to  e overall message for using this site is that you can tion you become seen as a well-informed be able to identify marketing look for challenges, problems and opportunities in terms problems for your prospect or of how well your prospects website is doing in terms of “and knowledgeable sales rep. client. generating leads. Armed with all this powerful informa- One place to start is tion you become seen as a well-informed and knowledge- hubspot’s marketing. grader. able sales rep. com.  is is a fantastic way to What’s also important is that you can also o er them business appears in. Some of the listing sites are Google, identify the online marketing advice and solutions on how to better generate leads Yelp, Foursquare and more. score for any local business. Peter Conti with their site. Some of these solutions are going to be And, this site will show the prospect all the listing sites Hubspot scoring is based on Sales & Marketing free – things where their business is unclaimed (not listed by them). total online presence and how Director, LMA that they can Sites where the business is “claimed” will show a green well the site is generating leads. do on their own checkmark and you can then drill down into the listings Submit the url of your client and – but it builds detail about the site including if the the results will show an overall score. You want at least a relationship business’ information is correct or 70 out of 100 for a site to be considered above average in with them so not. generating leads. they can keep From here, you could o er to help Next, compare that score to other local businesses of coming back to you for more ideas.  en them with their listings or even o er the same type in your market. What great intelligence to you can take the opportunity to upsell it as a digital service where for a few discuss with your prospects! Explain what .marketing. your digital marketing solutions and even hundred dollars a year you will go in grader.com is, their own scores and how they rank in traditional advertising solutions. and submit all their listings and check comparison to other similar businesses. Another great tool is getlisted.org. them all for quality and facts. Hubspot’s market.grader.com also looks at how Many businesses are often unaware that Again, this is another great conver- e ective a site is at blogging, social media, SEO, lead they have inconsistent or even wrong information on a sation starter. You have placed yourself as a credible sales generation and mobile. And it gives suggestions of how listing site. If your client’s phone number is listed incor- rep because of your ability to identify digital marketing to improve scores within each of these categories. As an rectly on a website directory, they are going to lose busi- problems and o er solutions. At the very least, the most example let’s say a site doesn’t have a blog. You would ness. Hardly anyone will take the time to track down the important place for a business for a business to claim want to mention to the merits of having a blog includ- correct phone number - they will just move on the next their listing is at Google. But Google would take up a ing building site content and the impact of helping push listing. whole column so I’ll save that for next month. search engine rankings. Get incorrect business listings  xed by using getlisted. In the meantime, put these websites to use and posi- If the company doesn’t rank well in the social ranking org. Just enter the url and ZIP code and in return you get tion yourself as the consultant who can help your pros- and you see that they have less than 50 Twitter followers a listing score based on how many major listing sites the pect  nd solutions to their digital marketing problems.

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MEDIA BUYERS Conference attendees have an added bonus at this — FROM PG 4 » gathering – the chance to participate in the one-on-one Leaders meetings with important media buyers representing millions of dollars in ad revenue. TECHNOLOGY SHOWCASE  e entire day of Tuesday, September 30th and the  e local media industry is a shining example of morning of Wednesday, October 1st are dedicated to HACKATHON what can be done when ‘vendors’ are replaced by R&D providing quick, back to back meeting slots with a slew Just prior to the start of the conference, local ‘hack- partners in which true a liations are formed to  ll the of folks representing many major accounts and media ers’, a.k.a. folks from the start up community, will be needs of many of the 3rd party aspects of the industry. budgets. invited to participate in a day long think-fest in which In another nod of the hat to the changing face of our  is opportunity is exclusively available to registered they will be charged with one very simple task: come up landscape, the Local Media Innovation Conference will conference attendees and is o ered as a bonus for early with a novel idea relevant to the local media industry. feature a dazzling technology showcase with modern conference registration. Meeting spots  ll up quickly No one can predict the result but one thing is for banks of monitors, stand-up booths, quick-bite seg- so for those who want in on this valuable opportunity sure…a group of smart people from outside of our ments and live demos on the latest technology gadgets (imagine the time and cost involved in meeting with industry will combine fresh eyes and a bias for action including tablets, phones, watches,  tness devices, these folks otherwise!), registering for the conference to produce innovative thinking to help push the needle Glass, etc. sooner versus later is de nitely advised. forward for local media companies.  e showcase will demonstrate how these and other  e resultant ideas will be unveiled at the conference emerging tools & services  t into culture, audience en- As of press time, the list of media buyers and LMA members will crown the winner of LMA’s  rst gagement and operational enhancements as we move who will be in Philadelphia includes: ever hackathon. Just another of the many great new into the next iteration of local media. ■ Dave Gusse, ACG nuances to what was formerly the LMA Fall Conference. ■ Daniel Briley, Family Dollar Great stu , eh? ■ Marsha Lawrence, Walmart (Novus) ■ Jennifer Grimm, Novus ■ Matt Spahn, PlanitRetail ■ Rick Baranski, USSPI The pace of technology and innova- ■ Tim Rodriguez, NSA Media THE PARTICULARS ■ John Hyland and Ryan Adams, Centro Local Media Innovation Conference tion is so swift and relentless that com- ■ Karin Levi, Walgreens (Novus) & Technology Showcase “ ■ Staples (Novus representative) panies who keep up with it inevitably ■ Stage Stores, Goody’s, Beall’s, Palais Royale , September 30-October 2 Peebles & Publix (Intersect Media Solutions repre- Hyatt Regency Penn's Landing sentatives) become winners. That's why I'm glad Philadelphia, PA

Full agenda, online registration and hotel details LMA has expanded its scope to offer at www.localmedia.org/events

HURRY! Early bird registration fees available now. this deeper dive, showcasing“ Plus, one-on-one meetings with media buyers are scheduled on a fi rst come, fi rst served basis as an R&D partners. I'm really looking incentive for early conference registration. forward to this event. SPECIAL PRE-CON TRAINING OPPORTUNITY! Google AdWords, two-day certifi cation training — , Gordon Borrell Monday & Tuesday, September 29-30 Borrell Associates [ additional charges apply ]

We set out to create a wow-factor with the rebranding of the fall conference, now the Local Media Innovation Conference. This event will be unlike any that you have ever experienced.

“The hackathon will bring a special feel to the conference and the two tracks ensure that we are addressing core growth as well as future business models. Our technology expert from a well- respected tech magazine will showcase“ the latest gadgets, wearables, phones, tablets, fi tness devices, games & more. And the technology showcase is going to be modern, hip and fun as our R&D partners are also transforming how they exhibit and demo. Hope you can join us in Philly to experience the innovation. -— Nancy Lane, Local Media Association, pictured here during the stop at LinkedIn during last month’s Innovation Mission study tour. July 2014 | LOCAL MEDIA TODAY | 13

The LMA staff is on the go speak- ing at various industry events and conducting training across North America and Europe.

with LMA... The upcoming schedule includes: LMA NATIVE ADVERTISING SUMMIT IN CALKINS MEDIA BOARD OF DIRECTORS MEETING PARTNERSHIP WITH BIA-KELSEY July 23, Philadelphia, Pennsylvania July 8-9, Washington, D.C. LMA President Nancy Lane will be making a presenta- LMA’s Amie Stein will be conducting a pre-summit tion at the Calkins Media board of directors meeting. Vibrant Creativity Results! bonus ‘Native Advertising Overview’ bonus session. At- She will cover top takeaways from the 2014 Innovation President Nancy “ e results were amazing,” says Lane. tendees will receive a toolkit to build a native advertising Mission among other things. Lane is just back “Every team has a project that is being business plan upon their return home, valued at $349. L M A from the world moved forward in the company. Many fo- GOOGLE PROSPECTIVE PARTNER SUMMIT stage at ppi Media’s Open Days in Ham- cused on improving products/services for ASSOCIATION OF ALTERNATIVE NEWSMEDIA, July 28-29, Miami, Florida burg, Germany. She joined internation- their customers. For example, there was ANNUAL CONFERENCE LMA’s Nancy Lane will attend this gathering in relation to LMA’s work over the past year on a plan to build ally acclaimed news media innovators a need for a 'lighter' version of a product July 10-12, Nashville, Tennessee scale among members that will result in preferred status as a presenter to this European-based that is now in development and will be LMA’s Amie Stein will attend AAN’s conference and and lower rates/higher margins for search. If you are audience of 200+ newspaper executives helpful to many of their clients.” conduct a workshop on ‘Mastering Sales Fundamentals’. and shared top takeaways from the just Want to Hack? interested in being part of the beta group, contact Lane concluded LMA Innovation Mission 2014. Inspired by ppi’s success, Lane is initi- at [email protected]. But, she also learned a lot. ating an LMA hosted one-day hackathon GOOGLE ADWORDS REGIONAL TRAINING July 7-8, Washington, DC, pre-Native Ad Summit “ ere were a lot of great presenta- for members that want to participate. “I'm OHIO BAR ASSOCIATION LAW AND August 18-19, Chicago, Illinois, pre-Social/Mobile tions but my favorite takeaway came from sure we can get 20-25 companies to give MEDIA CONFERENCE Norbert Ohl and Jan Kasten from ppi,” teams 24 hours to let the creative juices Conference September 29-30,Philadelphia, Pennsylvania, October 10, Columbus, Ohio posted Lane to her LinkedIn blog, live  ow,” says Lane. “We can then have a sub- LMA President Nancy Lane will join representatives from Hamburg. She then went on to share mission process and a judging panel to pre-Local Media Innovation Conference & Technology Showcase. from the FTC and Poynter to talk about how local media details of their team building and ideas choose the top  ve. If you are in, message companies are using native advertising. generating think-fest. or email me and I'll add you to the list.” LMA’s Amie Stein will be conducting local Google In May they hosted a company-wide AdWords two-day training workshops in these cities. To schedule training or to discuss conference 'Ship It Day' - an internal hackathon. Open to all, her intense training prepares attendees to speaking opportunities, contact Lindsey Estes at Teams were assembled with "no rules and Reach Lane at take the Google-administered certi cation exams. Reach [email protected]. no approvals."  ey had 24 hours to work [email protected] her [email protected]. on projects of their choice. 14 | LOCAL MEDIA TODAY | July 2014

Q& A Amie Stein CONTINUED FROM PAGE 2 » media companies in which you are endeavoring to recruit and pre-train media reps for speci c placements at waiting sales positions in various markets. Do I have that right? And, how is it going so far?

You have it correct! Until this point our program focused on connecting A soon-to-be college graduates from advertising, business and sales programs to our partners who had opportunities available. We are getting to the point where most graduations have happened and hopeful for a few more placements. Timing is crititical, we’ll be in an even better position next year as we have already started connecting with rising seniors.

Is there a limited lifespan for Career Connect or is this something that you Q think has some legs and will be able to rollout to a wider set of media compa- nies? If yes, when and what can members expect?

I can’t think of an individual in a leadership position in this industry I’ve A spoken with in my time with LMA who doesn’t have a general challenge  nding people.  is has legs, we just need to  gure out how to allocate resources and Amie during a training session for the Colorado Press Association earlier this year. continue to brand ourselves to the various pools of candidates.  is year was very fruitful in getting people to know who we are and what we’re doing.  e students we Additionally, I think the most successful sales people take a high degree of account- are trying to connect with our media companies are in high demand, getting them to ability for their own development and success, so “self-driven” to me is critical. recognize our name as viable connections to opportunity just takes a little time.  e college grads bring unique perspectives to our organizations. First, their consumerism of news and advertising  ts very well with our growing digital platforms. What do you believe are the key ingredients that a media company should be  ey have not lived without many of the things we’re selling, so there’s a lot of intu- Q looking for when hiring a sales rep? And, how are you  nding the crop of itiveness about how to creatively match that with advertisers needs. It’s somewhat college grads you have met with so far in the Career Connect undertaking? bothersome that the labeling of “millennial” has become so negative.  ey are high energy and have a strong desire to succeed. If they can see a career path or path to I think a sales rep needs to want to sell.  at sounds pretty simple, but some progression they are very willing to work hard for it. A people thrive on a sales environment and others are using it as a placeholder. It’s hard to tell this on the front end, but sales reps have to be so adaptable to change In your year and half tenure with LMA you’ve continuously  lled your plate these days, it’s just part of the culture, so a person who thrives on that is important. Q with more and new o erings. Tell me…how do you incubate new initiatives/ o erings? What’s on the Amie Stein ‘training & development’ horizon?

 e most exciting thing on the horizon is the ability to expand the training A division by the addition of a new trainer. We’re currently working on  nding the right person to  ll this role and will then have capacity to roll out additional training options.  ere will never be a lack of di erent o erings that we could make available. If anyone reading has speci c thoughts, we want to be reactive to the needs In living color. of our members, so send them my way!

Process color that brings your publication to life. Finally, put yourself in the shoes of a small market, limited resources Advertis- Q ing Sales Manager at a local media company. What is the single most vital training that you would invest in? And, what would you do to help keep your reps n State-Of-The-Art sharp, motivated and ready to face the increasingly competitive and complex world of Equipment multi-media ad sales? n Professional Customer Well, we clearly have to make sure our sales teams have solid product knowl- Service A edge, not only of our own platforms, but some basic knowledge of all the competition that’s now out there. But, honestly, I believe the single most vital training n Prepress Technical we need to do is consistent sales training. I read recently that SMBs are called on by an average of 39 media reps A MONTH. To cut through that competitive clutter, we Support have to be good at our profession.  e way we sell and the tactics we use are evolving, n Competitive the fundamentals are not. Continuing to develop strengths in all areas of the sales Pricing process, in my estimation, is most critical. Internet Ad Revenue Hits $42.8 Billion In 2013 Investments in U.S. interactive advertising reached $42.8 billion in Internet advertising last year -- up 17% from 2012, per the IAB Internet Advertising Revenue report.

More brands now depend on digital media like social media, search engine marketing and COMMERCIAL PRINTING DIVISION mobile media to augment print and broadcast campaigns. Social and mobile are set to explode yet most local media companies have not found meaningful ways to monetize these two areas Andrew Taylor of the business. The late summer LMA/Borrell Associates Social+Mobile conference will focus [email protected] entirely on the revenueside and all LMA members are urged to attend this important event. 206-504-1854 More about this gathering, set for August 20-21 in Chicago, at www.localmedia.org/Conferences. July 2014 | LOCAL MEDIA TODAY | 15

AAM and CAC: Joining Forces to Build the Most Comprehensive Source of Newspaper Data

Together, the Alliance for Audited Media and the Certified Audit of Circulations address the needs of the media industry by serving as a source of reliable media data. Here’s how:

Data Integration More Resources AAM and CAC are working on a multiphase CAC recently relaunched its website with project to incorporate CAC into the Media enhanced navigation, new resources and Intelligence Center, AAM’s database that’s more information. accessed by thousands of media buyers.

Greater Visibility Established Credibility When CAC data is fully integrated in 2014, AAM is celebrating its centennial in 2014. the Media Intelligence Center will house For 100 years, the organization has provided independently verified data for nearly 2,000 credible,transparent data that has helped daily and weekly papers that are members of newspapers and advertisers communicate. AAM or CAC.

Learn more at auditedmedia.com and certifiedaudit.com. 16 | LOCAL MEDIA TODAY | July 2014

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