Traditional media Archives


O2O: Time on Wine Site Leads to Direct Mail Piece in My Mailbox

Tweet I had a very interesting experience “online to offline” this week. One of the speakers for the upcoming Place Conference is Trace Johnson of wine retailer Total Wine & More. I was doing a prep call with him and spent some time poking around the Total Wine site in advance of the call. I […]

DexYP: What Should the Brand and Strategy Be Going Forward?

Tweet Months of rumors were answered yesterday when it was announced that Dex Media and YP would become DexYP. It’s not a merger; Dex bought YP for $600 million. YP had been owned by private equity firm Cerberus Capital, with a minority stake retained by AT&T, the original owner of YP (formerly the AT&T yellow […]

No Longer Any Separation between User Experience and Brand Perception

Tweet UX is the new branding. And just as marketing and media spending must now be addressed holistically, companies must consider customer experience and increasingly the digital experience as the core of their “brand strategy.” In the pre-internet heyday of traditional media, brands and their user experiences were largely separate. Corporations carefully controlled brand perception […]

Hyper-Local Classifieds Publisher PennySaver Abruptly Folds After 53 Years

Tweet Direct mail classifieds directory PennySaver — the original hyperlocal ad platform — has abruptly gone out of business, apparently because it couldn’t secure further financing. All of its roughly 700 employees were laid off and its doors shuttered. Distributed in California and Florida, it was founded in 1962 and later, for most of its […]

David Letterman’s 33 Years on Air and TV De–con–structed

Tweet As many people know tonight was the final episode of the 33 year run of the David Letterman show. It was on NBC as Late Night with David Letterman from 1982 to 1993 and then on CBS as The Late Show with David Letterman until tonight. As I was watching clips of the opening […]

LSA Insights: New Tool With Real Local-Media Campaign Data Across Channels

Tweet This morning The LSA formally announced a new media performance, benchmarking and planning tool: LSA Insights. This has been in development and beta testing for the past two years. It’s “mature” enough for launch but it will continue to add data and categories over time. When I joined LSA late last August I was surprised and […]

Tomorrow’s Webinar: The Future of SMB Digital Ad Sales

Tweet Late last year the LSA published a white paper I wrote with Neal Polachek on the future of local digital media sales. It doesn’t offer a definitive list of solutions but clearly lays out the challenges, questions and issues facing traditional media publishers and digital-only channels. Tomorrow at 2pm Eastern 11 Pacific, Neal Polachek, Kerry Baldwin […]

Death to the Click: Google ‘Store Visits’ Watershed Moment for Ad Measurement

Tweet Google isn’t the first company to start measuring offline store visits. Facebook has done it; so has xAd, NinthDecimal, PlaceIQ, Placed and others. Indeed, those in the mobile ad space have been doing it for some time. Yet Google’s introduction today of a new “Store Visits” metric is a watershed moment. As I say in […]

Survey: Print Circulars Dominate Other Media in Cyber-Weekend Deal Seeking

Tweet There were lots of media channels used by retailers to promote their Cyber-Weekend deals. And unless there were specific discount codes assigned to each channel, determining which of those “worked” is a challenge for the retailers and their agencies. Even with channel-specific codes, it wouldn’t capture the full multi-channel picture of consumer behavior. As were […]

Inside, Outside, In-Between: What’s the Future of Local Media Sales?

Tweet I’ve just completed a report with Neal Polachek on the future of local media sales: Local Media Sales 2020 — Platforms, Profits or People? Based on interviews with executives from Google, Yellowbook/Hibu, Dex Media, Web.com, Hearst, Buzzboard, ReachLocal, Yodle, newspaper sales executives and others, it looks a few years into the future and tries […]