The local merchant’s view

Excellent post by Jeff Jarvis coming out of a roundtable that was held recently at CUNY with local ad sales people,  to gather insight on what local merchants need from local media. It’s called “What ad sales people hear.”

A few takeaways that resonated with me:

  • Selling a service, not just a product
  • Keeping costs low
  • The advertiser needs to see the ad in action– it’s not just data
  • Self-service doesn’t work for most local merchants. They expect service.

The whole “New Business Models for News” program, which Jarvis is heading,  seems like a great resource to keep an eye on.

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