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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