Local Media: The Digital Land Grab

WE ARE SPARTANS! So goes the battle cry from one of the biggest movies of the year - "300." They are a proud people protecting their land and way of life from the incoming Persians. Do I smell an historical analogy coming on?

The Spartans: Local TV, radio and newspaper properties. They've had a very nice run for the past 50 to 100 years or so, with profit margins hovering around 50%, huge barriers to entry, powerful lobbying arms, virtual ownership of all local advertising revenues, etc. They would like to protect this way of life. It is has been good ... real good.

The Persians: Recently created outsiders like Google, online ad networks like Centro and Advertising.com, behavioral-targeting firms like Tacoda and Blue Lithium, as well as pure-play niche sites like Monster.com, MySpace and iTunes. They have their eye on the next massive pot of Internet gold; the local marketplace. They want to infiltrate, take share, and potentially take over a substantial portion of local ad expenditures. They are willing to initially cooperate, share the growing riches, and work with the local properties -- until they have their hooks in real deep. Then watch out.

King Leonidas, the bearded Spartan general, desperately tries to warn his Greek countrymen that the crafty and bejeweled Persian King Xerxes doesn't just want to "partner" with them, but ultimately wants to make them their slaves. In the short term the offer seems genuine and generous. Yet Leonidas knows that it would likely be the beginning of the end for their local state, culture and freedom.

And so the "300" fight ... to no avail. They are crushed by the insurmountable forces from afar. The Spartans did not get full support and buy-in from their own country's leaders. They were held back by the politician's legacy thinking, fear and lack of vision.

If you've seen the movie, or know about this piece of ancient history, it may provide some insight as to what local media is starting to face right now. Broadcast and newspaper need to develop and execute an aggressive war plan NOW, in order to defeat (or at least keep in check) the forces looking to invade their local media turf.

Today's lesson? Those who ignore history are doomed to repeat it.

What can radio do to win the local online battle?

Dragging your feet is not an option. That newspaper or TV station across the street is taking online share from you right now. They are using their websites to accomplish that via podcasts, niche content, streaming radio channels, video, etc. In addition, Google and their ilk are using their powerful technology to steal advertising customers from you. It might seem counter-intuitive to focus on a part of your business that has smaller returns right now, but the longer radio waits, the tougher it will be to carve out a space online amongst these fierce competitors. Here are some steps to help guide you in the right direction:

Understand that your Web assets are, first and foremost, business assets. While it may not have the same revenue generation as your terrestrial signal, your web IS the fastest growing segment of the marketing/entertainment/news world, and you need to start getting your unfair share of users and revenue. Having your webmaster or marketing person "handle" the web is not enough. Hire web pros, develop a pla, and train your current staff ... now.

Learn from the online success and failures of TV, newspapers, and other pure-play Internet companies. These competitors currently have more experience under their belts. Apply lessons learned from them and save A LOT of time and money.

Clean up and invest in your websites. Most radio sites are cluttered, difficult to navigate, shallow and often act as a "dumping ground" for programming/marketing/sales initiatives. Check your stats and remove anything that gets insignificant/useless traffic. Then develop a plan that caters to your web-savvy listeners, or fills an untapped niche in your market. Use your station to drive awareness and traffic to that site/idea.

Leverage your close relationships with media buyers/planners; Broadcast reps will always have a shot to pitch interactive or cross-platform programs; they already have a built-in trust and familiarity with the buyer. Then leverage your broadcast transmitter and signal. Realize the value to promote a client's online destination, or a promotion housed within your station site. Radio has its very own megaphone on steroids; the transmitter. The dot.com pure-plays don't have this luxury.

Catch up on Internet marketing and Web 2.0 trends. Hire a trainer/specialist, or poach a Web professional from print, TV or a dot.com. You'll have a much better chance of getting on the Web buy, or snagging some nice, incremental revenue. Ex: If you are primarily a spot seller, you can no longer just rely on bringing the "Web guy" to the meeting. If you're in programming/marketing, you'll build deeper relationships with your listeners, and will drive much more 'engaged' traffic to your site.