Comments on: NAA 2009: McKinsey Details Newspaper Opportunities With SMBs http://staging.blog.biakelsey.com/index.php/2009/04/07/naa-2009-mckinsey-details-newspaper-opportunities-with-smbs/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 By: Brian Prows http://staging.blog.biakelsey.com/index.php/2009/04/07/naa-2009-mckinsey-details-newspaper-opportunities-with-smbs/comment-page-1/#comment-346710 Wed, 08 Apr 2009 17:32:55 +0000 http://blog.kelseygroup.com/index.php/2009/04/07/naa-2009-mckinsey-details-newspaper-opportunities-with-smbs/#comment-346710 The study confirms why newspaper publishers, despite attempts to promote online advertising to SMB’s, remain stuck with steep revenue losses and shut-downs.

For years, newspapers dominated local SMB ad spend and ignored the move to online. Then larger newspaper chains, such as Knight-Ridder, developed digital divisions which cannibalized classified print advertising revenues through ill-conceived pricing strategies.

That so many newspaper publishers remain reactive rather than proactive–building print, online and especially mobile advertising reenues–is curious.

In my recent podcast interview with Michael Boland at Kelsey (http://tinyurl.com/catopz), Mike discusses projected mobile advertising spend (SMS, display and search) that complements traditional media revenues (radio, television and newspapers). SMS still dominates, but local mobile search advertising, according to Kelsey’s study, is growing quickly.

By communicating more proactively with local SMB advertisers and offering multi-channel advertising programs, newspaper ad spend will grow.

Brian Prows, MobileBeyond

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