Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the potential nail in the coffin for local newspapers is the
ease with which readers can access national and international content thanks
to the Internet. Conversely, I believe that the potential salvation for
local newspapers is to become resoundingly local.
Local Newspaper News Monopoly Disa... (more)
Even a micro business can use video effectively to communicate with its
But, as we amateur carpenters know, you can wind up with a mess instead of a
masterpiece unless you understand how to use a potentially powerful tool
well. In that spirit we’re happy to can share with you six terrific
tips for using video successfully from talented Southwest Florida
professional, Kathy Saenz.
We recently caught up with Kathy, who is Neighborhood America’s corporate
communications manager, for a brief interview on the best ways to communicate
with video. Kathy’s unique ba... (more)
Thanks to my co-author, Joe Pulizzi, and some helpful contributors for making
your search for the right implements a lot easier
If you are starting from scratch, it’s almost impossible to figure out what
social media and other related online tools will be genuinely useful for
marketing your business. Fortunately, Joe has taken the time to assemble
and comment on 42 of the most worthy in his blog.
You’ll find that a common thread among many of the 42 is that they involve
both inbound and/or outbound communication. In other words, they will help
you send a message to your target bu... (more)
Jump Start Your Online Public Relations for Free
They call it public relations for a reason. Although PR methodology has
focused primarily on getting the traditional media to write about your
company or your client’s company, the goal has always been to influence
‘the public’, that is those members of the population that you want to
Thanks to the infinite reach of the Internet, you have the capability to
extend that influence dramatically. But, you need to change your approach
and your toolkit as part of a 21st century PR strategy.
If your primary public rela... (more)
You Must Persuade Me to Act or Your Beautiful Promotional Piece Will Sleep
with the Fishes
I was perversely inspired to write this because of a recent gorgeous direct
mailing I received from local French restaurant.
They did a lot of things right. There was some beautiful photography that
captured the essence of this charming little bistro. They described how the
restaurant and its cuisine were uniquely appealing. They shared some
impressive awards and recognitions for their excellence. They included their
Web address. And, they even provided a little map that showed me exactly ho... (more)