Targeted Media Partner - developing the small & medium business market

Local Market - Newspaper Partnership Creates Perfect Fit

Newspapers and local community advertisers have been moving in the opposite direction for years. As advertisers were moving towards targeting their message closer to home, newspapers have remained more regional and less local business friendly.

Direct mail has been whittling away at the newspapers local advertisers for 40+ years and aggressively for the past 15 years. Direct mail companies have tailored their business model to somewhat mirror the needs of their clients and still remain profitable and competitive.

Targeted Media Partner has developed a newspaper partnership that will allow newspapers to be the perfect partner for local advertisers with their Weekly Zoned Shopper and still remain the strong product for National and Regional advertisers. This joint venture will create a highly competitive model that will be an unstoppable.

Product Requirement

SMB’s require a product that can bring-in customers, generate interest and ring-up sales.

"Progress in developing ways to open the vast “low end” of the business market – small and medium-sized enterprises – is agonizingly slow. Although this segment represents the largest growth opportunity in local markets, newspaper companies continue to use traditional ad offerings and sales structures in their attempts to reach them, with only moderate success. Better answers are needed" Quoted: Newspaper Next – Making the Leap

Evolution

The internet changed the way the world did business but did not abolish the neighborhood. The internet originated as a search utility and then grew into an information utility. But it still did not change the fact that most consumers purchase 85% of their consumable goods within 5 miles of their home address. This is why local is touted as the “last frontier of the internet”

Opportunity

With the void in the SMB space left by the inefficiencies of a city wide circulated newspaper and the continually declining use of the Yellow Pages the opportunity to consolidate and serve this SMB space is compelling

Specialists

Since most SMB’s have no desire to become web marketing specialists nor do they have the desire and resources to buy advertising in daily newspapers – an opportunity exists for Targeted Media Partner to become the “SMB marketing specialists” that will manage their local advertising efforts and optimize their spend

New Markets

While newspapers have traditionally circulated throughout a city – their distribution was far too wide for most local neighborhood advertisers to utilize. This created a wide open opportunity for the direct mail and community advertising products. The Targeted Media Partner solution creates a channel to reconnect with these valuable advertiser’s and an excellent opportunity to brand the newspapers products and win back market share.

New Revenues

New revenues developed with a zoned shopper product will not cannibalize a newspaper’s existing business. In fact, it will allow the newspaper to sell existing advertisers more advertising. The new product will open up a new market for the newspaper that has never been effectively developed. It will allow all departments of the newspaper to sell additional and new advertising to advertisers that need and already purchase the results obtained through zoned targeting. Importantly, it will allow the newspaper to put pressure on any and all local direct mail advertisers and take back the local market.