Local search will disrupt today’s ecommerce channels, as consumers increasingly find what they want in local stores, according to Piper Jaffray’s Safa Rashtchy, who addressed Kelsey’s Drilling Down conference. “Local search could consume as much as 50 percent of all purchases online, he told attendees. “The first phase is the addition of real time inventory,” […]
Verizon SuperPages will leapfrog the increasingly stagnant Internet Yellow Pages space by focusing on “co-opetition, personalization and risk-taking,” said Internet Division President Eric Chandler in a wide-ranging address at Kelsey’s Drilling Down on Local conference in San Jose.
It isn’t the first time that SuperPages has attempted to remake itself. Two years ago, SuperPages was hellbent on becoming the Web’s ultimate shopping portal. But going forward, Chandler acknowledged it would be folly to stick with an ecommerce strategy.
Chandler’s big news at the conference, in fact, was the announcement of a sales deal with Google – enabling SuperPages to join rivals such as Yellowpages.com and Dex as salespeople for the marketing behemoth. For the past couple of months, Chandler revealed that SuperPages tested a Google package on 400 advertisers, and saw an incremental spend of $173 per customer.
ShopLocal, the women-oriented sales service from Tribune, Knight Ridder and Gannett, is breaking through on local and will see revenue from smaller, local stores outpace revenue from larger, national stores such as Target by 2007 , CEO Brian Hand told The Local Onliner.
Hand notes that the site gets 25 million unique users a month, and has been ranked by ComScore as one of the fastest growing sites anywhere on the Web. The traffic boost is the result of free print- and- online advertising from its partners, as well as carefully-placed SEM and SEO efforts.
Currently, the site has about 20,000 local advertisers. It is pushing to boost the count via local services directories, powered by Planet Discover. It is also getting heavy sales efforts by its newspaper partners. The site also benefits from additional distribution from IYP/search sources such as Switchboard, SuperPages, Local.com and Froogle Local (and consequently, GoogleBase). In all, it has 400 distribution partners, including 150 private label sources. “I don’t care if they know ‘ShopLocal’ as a name,” said Hand.
Classified aggregators like Oodle and Edgeio have begun to transform how users look at classifieds. These players have put all the classifieds in one place, and levelled the playing field — a bit — among newspapers, alternative weeklies, business journals, TV stations and others.
A few years ago, newspapers would have rather died than participated. But the rise of Craig’s List as an alternative channel has made them take chances. The new feeling is that sites like Oodle, in particular, don’t hurt. Oodle relies almost entirely on passive Google revenues from the traffic, brings in new users, and link back to the newspaper site.
But now, WashingtonPost.com is going from passive to aggressive. In a few weeks, The Post will launch “Express,” a local classifieds product that will integrate Oodle’s API, according to Director of Local Product Development Henry Tam, who spoke at The Kelsey Group’s Drilling Down conference.
Online political advertising remains high on the agenda of newspapers, with separate seminars held this week by The Washington Post and The San Diego Union Tribune’s SignOn San Diego. The Washington Post seminar was coordinated with The Laredo Group as part of a sales training effort, while the San Diego event was put on by The E-Voter Institute (which I serve as an advisor).
At the San Diego event, Tacoda leader Dave Morgan touted the incredible addressability of online sites via issue-based targeting; life stage targeting; message segmentation; re-targeting and the ability to combine ad campaigns with demographic targeting, thanks to newspaper registration efforts. Through New York Times Direct, he marveled, “The New York Times sold people who are particular to particular columnists,” such as Republican moderate David Brooks or Liberal Paul Krugman.
But the political consultants, ad agencies, and vendors gathered at the San Diego meeting didn’t seem convinced that tele-democracy has arrived – except for fundraising and communications. UCSD Professor Thad Kousser, for instance, joked that “you should raise all your money on the Internet, and spend it all on direct mail.”
Cox Enterprises and Landmark Communications have traded shares in their jointly-owned online and offline properties. The trade allows each of the media giants to focus on specific verticals: Cox with autos, under the “Cox AutoTrader” brand; and Landmark with real estate, recruitment, automotive services, boats and RVs.
The trade is a significant one, and will result in real changes in how the businesses are conducted. For instance, with sole control over its destiny, and a maturation of the marketplace, Cox will end its long-time policy of separating online and offline sales. Previously, the only bundled operations between Auto Trader.com and the offline publications have been residential For Sale By Owner listings in several markets.
Cox is also likely to fold in Manheim Auctions, the largest wholesale marketplace for used cars. It may also offer a package of all its online and offline auto services to local media partners, including newspapers, TV, radio and cable.
Yahoo has re-envisioned and enlarged its local news service. The new service, which has over 400 content sources in 82 markets, reflects the ease of RSS feeds, and Yahoo’s long-term desire to better engage local media companies. While still unbranded, it basically replaces a local tab that had hosted content from 32 markets, including Knight Ridder and Tribune properties.
In its current beta form, the new local news service grabs multiple headlines from each source via RSS; runs article summaries; and segregates content by media outlet. Many of the featured markets have eight or more media outlets. So far, these include newspapers, TV stations and radio stations.
Project director Elizabeth Osder, a 15 year veteran of interactive journalism, says she hopes the content offerings become even more granular, perhaps to the level of high school newspapers. At the same time, she says a key focus is to become a better partner of the major media outlets in every city. “We’re looking at ways to highlight local media. We need (outlets like) The Cleveland Plain Dealer to continue to be important in Cleveland.” The differentiator here, she emphasizes, is Yahoo’s ability to leverage RSS and personalization.