GOODLINX: Why local and online doesn’t go; PRs don’t understand blogs; Ten’s equity debacle
Australia’s publishers haven’t sorted out their local online offerings, meaning that small clients don’t get much out using the digital world, warns James Drewe of Starcom Mediavest:
“Many local clients aren’t too eager to dip their toes in the online field, and after doing a number of campaigns for these sorts of clients, I’m beginning to see it from their point of view. The internet just isn’t a local medium. From day dot, the internet has always been about connecting people, networks. Many people look to the social aspect of the internet in recent years and think, there’s got to be a way to use that on a local level. The problem is, no matter how you dice the audience, that network (be it social or otherwise) can be global.”
Aussie PRs don’t get blogs, argues Duncan Riley:
“Got pitched last month to promote a new Australian banking product. They wanted to give me a $10 account in return for a post.
Duncan, that may be true of some PR agencies but don’t tar all with the same brush. PR firms that understand social media, and there are many, do follow a strict code of ethics to avoid precisely the scenario that you have shared.
Australian commercial media is a dinosaur. The advertising business model does not work at the local level – if you’re local enough your focus is too niche for advertising to work (not that it works any more at the national level). Citizen journalists and local content creators are very efficient bad competitors who are also fundamentally better at local online media. Supposedly local online media offerings are embarrasingly bad. In inner Melbourne local bloggers are setting up the future of online local newspapers by pooling their content about places like Fitzroy, Carlton, Collingwood and Brunswick.
Regarding the ‘Why local and online doesn’t go’ does not work, I would like to point out one of our client’s website that does it very well in Australia and helps local advertisers to get the most out of their online investment http://www.hotdockets.com.au. Ok it is a coupon website but it extremely powerful as it targets people at the postcode level (including their email database).
“Australia’s publishers haven’t sorted out their local online offerings”
was talking to someone about this very thing this morning. One group could do it tomorrow and it’d solve all their problems.
@Ben#1 – I was not trying to suggest that there isn’t any way for local advertisers to use online (although I realise the piece tends to slant that way), just that it can be a more frustrating experience for planners in putting together an effective campaign.
There are many more avenues that I did not cover, such as search and indeed, like you suggested – coupon and catalog sites which can work very well for these clients.
It is good to see some discussion around this topic though.