Local Advertising, a Bargain

Katy Bachman at Mediaweek reported that local advertising markets are expected to shrink rather drastically, bringing even more bad news for traditional media. Adversely, interactive venues are expected to grow by as much as 18% by 2013. This is an upside for integration.

When I meet with clients, I always tell them that I still believe in traditional media as a means to feed online programs. No matter the growing popularity of online media, there are still more eyeballs reading papers and watching TV and lower costs means more opportunity to build an online constituency to interact with and nurture online. Not to mention bringing attention and participation to online campaigns in general, where there is already a lot of noise.

We have access to steeply discounted rates for print, radio and TV through our relationship with Google, which is now selling inventory for traditional media. This allows budgets to stretch further and accomplish more. If you can fit it into your budget, a strategic buy of traditional media is a good part of any program, online or off.