You’ve probably heard this before: If you want to have a shot at holding and gaining digital market share in your local market, you need a separate digital sales force.

Gordon Borrell, of Borrell Associates, the acknowledged experts on local digital media spending in the U.S., has preached this message for years to traditional media companies. And he’s supported his arguments with sales data showing that the highest-performing companies, without exception, have taken that path. Others, including the Newspaper Next project I led from 2005 to 2009, have echoed his message.

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