Comments on: What Cities You In? Some Better Than Others http://localonliner.com/2007/01/22/what-cities-you-in-some-better-than-others/ Peter Krasilovsky's Thu, 02 Feb 2012 19:44:34 +0000 hourly 1 http://wordpress.org/?v= By: Mark Metz http://localonliner.com/2007/01/22/what-cities-you-in-some-better-than-others/comment-page-1/#comment-36647 Mark Metz Tue, 23 Jan 2007 21:04:39 +0000 http://localonliner.com/?p=300#comment-36647 An understandable strategy, but it fails to recognize the long tail aspect of local search. The combined searches of all the second and third tier MSA's collectively outweigh what we call the "power metros (Miami, NYC, Boston)." In print, it's not possible to chase the long tail efficiently. Online, the rules are different, if not inverted. As Dick Larkin said above, "there are just as many opportunities in Peoria." Our experiences online bear this out as well. An understandable strategy, but it fails to recognize the long tail aspect of local search. The combined searches of all the second and third tier MSA’s collectively outweigh what we call the “power metros (Miami, NYC, Boston).” In print, it’s not possible to chase the long tail efficiently. Online, the rules are different, if not inverted. As Dick Larkin said above, “there are just as many opportunities in Peoria.” Our experiences online bear this out as well.

]]> By: Ken Doctor http://localonliner.com/2007/01/22/what-cities-you-in-some-better-than-others/comment-page-1/#comment-36438 Ken Doctor Tue, 23 Jan 2007 06:51:38 +0000 http://localonliner.com/?p=300#comment-36438 Up and down we go, but I think Lisa Monaco's ratings misplace the notions of best places for print publishers. In fact, as you point out McClatchy evacuated the Twin Cities because of its "slow" growth. Curiously, the Twin Cities has always been slow growth, well-known in newspaper circles for its slow but steady growth and ability to withstand recessions better than the rest of the country. That used to make it an enviable newspaper market. Now, I think the whole Northeastern/Midwestern tier looks problematic to newspaper companies. Why? They need high population growth markets in the South and West. There, the growth mitigates and masks to a degree the growing disfavor of print advertising. So they're countering structural downturn with some short-term local market growth. It's a good strategy in the short (2-3 year) term, buying some time until they can deal with the larger issues. Up and down we go, but I think Lisa Monaco’s ratings misplace the notions of best places for print publishers. In fact, as you point out McClatchy evacuated the Twin Cities because of its “slow” growth. Curiously, the Twin Cities has always been slow growth, well-known in newspaper circles for its slow but steady growth and ability to withstand recessions better than the rest of the country. That used to make it an enviable newspaper market. Now, I think the whole Northeastern/Midwestern tier looks problematic to newspaper companies. Why? They need high population growth markets in the South and West. There, the growth mitigates and masks to a degree the growing disfavor of print advertising. So they’re countering structural downturn with some short-term local market growth. It’s a good strategy in the short (2-3 year) term, buying some time until they can deal with the larger issues.

]]> By: Dick Larkin http://localonliner.com/2007/01/22/what-cities-you-in-some-better-than-others/comment-page-1/#comment-36220 Dick Larkin Mon, 22 Jan 2007 06:28:43 +0000 http://localonliner.com/?p=300#comment-36220 Major metro areas get the press, but don't forget the "Wal-Mart" effect of succeeding in smaller cities with less competition. My previous company published 390 directories, all but a handful were in suburban and semi-rural markets. I have no doubt that we would not have been able to compete in major metros. We didn't have the skill sets necessary to be compete at that level. But in our smaller markets, we were very successful. It's the same online. You have to be committed to a strategy. The Big Apple may have the bright lights, but there are just as many opportunities in Peoria. Major metro areas get the press, but don’t forget the “Wal-Mart” effect of succeeding in smaller cities with less competition.

My previous company published 390 directories, all but a handful were in suburban and semi-rural markets. I have no doubt that we would not have been able to compete in major metros. We didn’t have the skill sets necessary to be compete at that level.

But in our smaller markets, we were very successful. It’s the same online. You have to be committed to a strategy. The Big Apple may have the bright lights, but there are just as many opportunities in Peoria.

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