Doubling Down On Digital at Morris
Posted: 11/26/2012 | By: Steve Gray | MediaReset
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.