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LYM Participates in the Community & Ethnic Media Advertising Conference at the CCEM

by: Elizabeth Harrington, on May 3, 2016 in Frontliners, Hyperlocal Publishing, Publisher Tips & Tricks

It’s a really good day at work when you wrap up the day reminded why you do what you do – and love it.

Last Thursday I had the privilege to sit on a panel at the Community & Ethnic Media Advertising Conference held at the CCEM, CUNY Graduate School of Journalism.  The audience was made up of graduate students and community and ethnic newspaper publishers who report the news to their communities within communities in NYC and surrounding areas. Some of the publishers in attendance included CNY Latino, World Journal, Korea Daily, French Morning, Hello Africa, Our Times Press, and many more.

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The day was filled with interesting panels, Q&A’s, a Keynote and lively discussions. My panel, Rethinking Digital Advertising, explored what is happening today within the digital media and adtech landscape that impacts the revenue potential of local news publishers online. Fellow panelists included Kenny Katzgrau, Co-Founder Broadstreet Ads, Liena Zagare, Publisher of Corner Media Group, and moderator, Michele McLellan, Research Consultant Tow-Knight Center for Entrepreneurial Journalism. We each had the opportunity to share our story and discuss this subject as a panel. Some of the highlights are listed below.

Tips from the Rethinking Digital Advertising Panel;

  • Local Yokel Media, Elizabeth Harrington, SVP Publisher Services: “Develop your local news video content and on-board a large video player for ad serving asap. Your readers will love your video stories and advertisers will pay a premium to run their ads within your video content”.

  • Broadstreet Ads, Kenny Katzgrau, Founder:  “Small, local publishers have a major advantage in the ability to sell unique, high impact advertising products — do not be another 300×250 salesperson. Facebook and Google can’t offer value and customization like you can. Always deliver value and performance — it’s a rarity in digital advertising”.

  • Michele McLellan, Tow-Knight Center for Entrepreneurial Journalism: “Diversify your revenue sources as quickly as possible. Traditional display advertising may be your mainstay for now but look at other advertising products and formats and at non-advertising sources of revenue”.

Jeff Jarvis, Director of the Tow-Knight Center for Entrepreneurial Journalism, gave a great keynote speech focused on what community and ethnic publishers should be doing today to stay in sync with the rapidly changing digital media landscape. He recommends publishers stop treating the public as a “mass audience” and treat them as an individual in their community. Consider a conversation with the Colombian or Mexican resident versus a general Hispanic audience, by way of example. He pointed out that a community can be defined by a neighborhood, an interest, or a life stage. He also urged publishers to embrace digital and meet their audiences where they are, whether that be on Facebook, Google, Twitter, Instagram, and/or their site to engage and deepen the relationship with the reader and the community.

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The all-day event was informative and actionable for the publisher attendees. Jehangir Khattak, Co-Director of the Center for Community and Ethnic Media, did a great job organizing the event, featuring a strong group of experts ranging from trusted local sites, NYC government officials, adtech, ad agencies and news associations.

Local Yokel Media appreciates the opportunity to join this important conversation and looks forward to continuing the dialogue.

 

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