Newspapers – Own Your Own Backyard

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We have been working for the past two years with several major newspaper groups in applying our marketing technology that has worked so well for brands to help newspaper reinvent themselves.  You can see the full strategy outlined at OwnYourOwnBackyard.com and it is all powered by our technology suite LivePlatform (name could be better).

It boils down to a few key concepts:

Newspapers have been successful because they help to connect buyers (subscribers) and sellers (advertisers).  Newspapers acquire and create interesting content to put around ads, and these ads  help drive business to their advertisers, which keeps them investing money in their media.

Localized product and service search is an opportunity in every market. This is not dominated by Google, but rather by niche players in every market. When you are buying a car, you go to AutoTrader.com (not Google), when you are buying a house you go to Realtor.com (not Google), etc. And no one owns the market of true localized search for retail or services.

A local newspaper should OWN this in their market – what we call Own Your Own Backyard, and at the same time service the businesses in that market around their suite of marketing services.

Newspapers are uniquely positioned to execute this based on the power of their brand and their sales force – two vital components to making this a success.

The full strategy and we are doing it today is detailed at the sites referenced above.

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