Hearst’s Rob Barrett on The Strategic Use of Big Data

The strategic use of Big Data surely hasn’t rescued the news industry, but its smart application has given some media companies a chance to grow. At Borrell’s Local Online Advertising Conference 2017 in New York this week, McClatchy SVP of Innovation Chris Hendricks said that the use of data allowed the company to squeeze more […]

6 ‘Local’ Truisms (+ Previews of Borrell LOAC, LSA Shows)

We’ve probably looked at local from every side: social, brands/location, data/analytics, mobile, search, marketplaces and community. Through it all, some truisms have developed about local: 1. Facebook should be part of every solution. And Google generally is. 2. Vertical beats horizontal for better search and content 3. Location-specific search drives the most transactions, especially for […]

Borrell LOACWest: NextDoor is Seen as ‘Hyperlocal Angie’s List’

NextDoor, the well-funded neighborhood discussion platform, is eying deeper relationships with local merchants and service providers (and monetization). VP of Business Development Craig Donato provided details and insights about the network this week at Borrell’s Local Online Advertising Conference West in San Francisco. Donato noted that NextDoor is up to almost 116,000 neighborhoods of 500-750 […]

Borrell’s Local Forecast: Digital Surpasses Traditional in 2017

Local ad sales will earn $143.6 Billion in 2017, with digital channels representing a larger chunk than traditional media for the first time, according to a new forecast by Borrell Associates. The forecast was developed from Borrell’s midyear survey of 7,500 SMBs and 250 media companies. Digital will jump 22.4% in 2017 to $80.7 Billion, […]

This Fall’s Local Events: What to Look For

There are lots of competing events taking place this Fall for the local community. Among them: LSA’s Place conference in Chicago (Sept. 21), The Street Fight Summit in New York (Oct. 25), Borrell’s Local Online Advertising Conference in San Francisco (Nov. 1-2), Yext’s Location World conference in New York (Nov.2-3), and BIA/Kelsey’s Next Conference in […]