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Taming the Web for Local Advertisers

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James Sep 26, 2009 8:28 PM GMT One day (soon) every small business will buy digital media from one of two or three providers who have a large multi-medium network, a local sales force and transparent reporting and optimization...
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JHM Jul 31, 2009 2:58 PM GMT Self-serve only works if you have an educated group of local advertisers. Google might be helping on that front with their new push to advertising push aimed at local businesses. In general, local business owners are less tech-savvy and less inclined to understand fully the benefits of advertising on the web. This is starting to change, but only slowly. GrowthSpur will help with this transition.
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Ted Jul 31, 2009 2:42 PM GMT Personally, I think the key to selling hyperlocal blogs and websites will be developing a good self-serve ad model. The NY Times has already done this on their "The Local" blogs by partnering with AdReady, and Patch.com built their own self-serve platform. The reason it's important is that, for the most part, sales reps don't have the time or inclination to go after lots of $200 sales in the small markets. We need to give those advertisers a simple way to get their message out on the hyperlocal sites, with minimal overhead. We just launched a new series of hyperlocal sites tied to the Gannett New Jersey newspapers called Injersey.com. We're trying to set this very sort of platform up right now because, quite simply, it's going to be next to impossible to get the shrunken sales force excited about selling hyperlocal. Self-serve is the way to go.
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