NAA has been cranking out the reports this summer -- here's the latest one:
Local Search: Strategies for Audience and Revenue Growth
www.naa.org/localsearch
Newspapers are finding new and varied ways of tapping into the search space. Some are blending news and targeted advertising content with more sophisticated search tools, at times supplemented by human hands to differentiate them from the competition. Others are partnering with such potential "frenemies" as Google and Yahoo! to sell pay-per-click contextual advertising.
The case studies in “Local Search: Strategies for Audience and Revenue Growth” examine several strategies, including:
- Boston.com’s creation of integrated search and its use of “search as platform.”
- Freedom Interactive’s companywide priority on search sales, integrating search optimization with traditional advertising in its markets.
- Ottaway’s metadata-sharing partnership with Google to bolster its regional directory sites.
- GateHouse Media’s product search strategy.
- NH.com’s consolidation of disparate verticals into a statewide directory to drive critical mass.
- Savannahnow.com’s use of SEO as a sales tactic to sell a blended array of services.
Go to www.naa.org/localsearch.
Note: When you click on the link above, you will have to log in to NAA.org to view the report. Please use your business e-mail address to log in. You can change your password through NAA’s Member Center. Please let me know if you have any questions about this.
Related Report
For even more on local search and local shopping, see last year’s "Newspaper Online Shopping Report: Online Relationships with Retailers," by Peter Krasilovsky.