Hyperlocal; What works and what doesn’t – the big opportunity
Its all fairly self explanatory sound advice. My only comment (and I would like Justin’s view on this) is about taking a really radical step in advertising that involves asking local advertisers what they want, rather than just selling them spare (print) itinerary!!
I have felt for a long time that one of the really big hurdles for big print media is getting ad sales staff to think digital. To look at what all their platforms can do for a client and put together targeted interactive campaigns and activities that deliver what they ‘need’.
This looks simple when you write it down, but it is actually a massive cultural change. If you think getting journalists to think digital has been a challenge, wait till you have to deal with the commercial staff… but I think this is where the big opportunity lies.