Targeted Media Partner - Developing the small & medium business market

Local Market – Advertiser Market

For the past 40+ years, the local small and medium business advertising sector has continued to grow steadily. This market sector has operated under the radar of many newspapers, television, radio and most large, regional and national media enterprises.

During this time, few major newspapers, other than those with targeted niche ventures, operated within this area of business.

The primary advertising provider in this sector has been the Yellow Page directories. Their success required the development of enormous sales teams so they could reach out and touch every small and medium business operator to sign up and renew their ads.

On the newspaper side, companies like Cox Enterprises, Cox-Target Media (Valpak®), Gannett Newspapers (Clipper Magazine®) and Roark Capital (Money Mailer®) established a solid foothold in this sector of business. These operators employed a two fold strategy of expanding their network reach by developing company operated locations and utilizing independent franchise owners to partner in the development of their nationwide expansion. This plan has allowed them to organize a structure that collectively puts 1,000’s of marketing savvy local sellers on the street daily working within the neighborhoods and areas that they live.

Successfully developing the local small and medium businesses requires “sellers at their best”. These are the areas of selling that are fundamental to consultative selling and critical for success.

Business operators at the SMB level require a local seller that can develop one on one relationships and move the process along:

“Small Business Owners Do Not “Buy” Advertising Rather They Have to Be “Sold” by a Salesperson primarily in Their Place of Business”

This is the why the Yellow Pages directories have 1,000’s of Local Advertising Reps.

Timing is everything! Local sellers need to catch business when they are:

Ready or Need to Buy…