We talk a lot about the importance that publishers embrace solution selling rather than simply pushing ads at local businesses. But, we often find local print sales people aren’t comfortable with the concept and don’t necessarily know where to start. Here are the top-5 questions we ask any local business in order to understand their objectives and, as a result, build a campaign for them. Without understand your prospects point of view on these questions (and the follow up questions they elicit) it’s impossible to truly help them reach their goals. 1. What are you trying to accomplish with your [...]
5 Reasons Why Waiting to Embrace Digital is a Mistake
It’s interesting to talk with publishers all over the country and hear a common sentiment that they want to “do something with digital but now’s not a good time.” Oh, how this pains me. As someone who has dedicated the last 4 years of my life trying to figure out how local publishers can avoid being replaced irrelevant digital-only businesses it makes me cringe to here that the very publishers I’ve been working tirelessly to support and empower don’t want to help themselves. It’s never clear what exactly is the higher priority – or should I say, appears more urgent – but [...]
Top 5 Mistakes Magazine Publishers Make Online
Locable started as a research project out of the University of Washington back in January of 2009 and over the last three and a half years we’ve learned a great deal about local publishers, particularly local magazine publishers. In general, it’s been a great experience with each publisher bringing their own expertise, interests, passions and reasons for starting their publication. We’ve also seen some trends emerge, trends that demonstrate commonly held assumptions and misunderstandings as they apply to all things digital. Publishers view success online as an optional activity – Success online is not option, it’s urgent! Publishers approach the [...]
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