As they watch the wave of change hitting the media business, chief executives of local media brands usually have been able to cling to one last resort: At least their strong position in the local market is fairly safe.
There is a global digital revolution entering local media markets.
It is called location. And positioning. It is the tool of global players like Google and Facebook as they try to attract local small advertisers.
Let us start with formulating two basic postulates:
- What can become digital, will become digital
- “Global equals local” in the digital world
Why do I mean by this?
The first postulate should be pretty obvious. We are in the middle of a major digital transformation. The changes are inevitable, the only point left arguing about is the speed. Everything that can become digital, will eventually become digital.
That includes all types of local ads.
- Google’s Hotpot Launches – But Will Anyone Use It? (gigaom.com)
- The Future of Advertising (fastcompany.com)
- Yahoo Local (and hyperlocal) debuts in beta (lostremote.com)