I’m sure our Luca’s sick and tired of people having a pop and I’m not about to re-visit that Ersnt & Young report; I’ll let these boys do that – http://adrianmonck.blogspot.com/2008/03/can-consultants-save-national.html and, whilst you’re there, http://virtualeconomics.typepad.com/virtualeconomics/2008/03/solets-demolish.html.
And I was thinking about this the other day as we started to wander our way around this whole local advertising thing.
Because the other model that appears to have slipped under the Ernst & Young radar is PPM. Has anyone actually done PPM yet? It’s pay-per-month.
It’s very simple. Me and/or Kev wander into a local advertiser and, say, ‘Here you are, fella, give us a 150 notes and you can be on our site for a month…’
What can then follow is a conversation that would make Jeff Jarvis’ head spin and our new best pal Luca reach for his triangles.
But it’s a conversation that again needs to be slipped into next autumn’s course-work because out there – where the metal meets the meat, so to speak – it’s a conversation that the next generation of local, self-financing journalists need to have.
Because not everyone they encounter will, actually, have a website. But they may still recognise a good, banner placement opportunity when they see one.
And for all those thousands and thousands of little local firms out there who have known nothing else but advertising in their little local paper, you have to hold them by the hand and lead them oh-so gently across the great divide and into this whole new world of digitally-based advertising.
These are busy people; with small ad budgets and even less time than most to worry about the latest CPM rates; PPC ratios, etc, etc… We’re back to Ady and the man from Google. Out there, down Sprowston Road and up Martineau Lane, you just make their lives as easy as possible.
And if they have grown up paying £250 for one night in an evening newspaper, then the next step is to say: ‘OK, how about £150 for 31 nights on a local website…’
Gently, gently catchee monkey… Let’s start with PPM. Let’s go from there.
Here, you go Luca. Take yourself up Aylsham Road – if memory serves it’s just before the Bingo – and there’s a pawn-brokers. Good lads. Not yet got round to getting a website.
Busy people. Times are hard; business is up.
But you bring an ad-make up function to the party – and this is what our Nick down Norton Road knocks me out…
Now, it is not about to win any awards at some swish London bash; this isn’t Saatchi & Saatchi – this is a pawn-brokers half-way up Aylsham Road in Norwich; and he’s got a second place out Lowestoft way.
But to my little, local mind – that ad looks good.
And what is more important, that simple PPM ad makes that pawnbroker feel good.
I bet, quietly, he’s quite proud of his new – if not, first – web presence. After 30 years running virtually the same ad in the local paper, now he’s got that to show his family and friends.
Whether it actually drives him new business, who knows? Depends, as ever, as to whether or not he asks every customer who walks through his door where they saw his ad.
But it’s interesting – and very telling as to what you can actually do out there on the front-line; what models you can actually get to work at a local level. Cos if he actually likes the way his ad looks on-line, then there’s a sneak of a chance that come the end of his four-month PPM, he’ll book again.
Just like he used to do when the lad from the local newspaper used to pop his head round the door. ‘Same again..?’ he’d ask.
‘Yeh, go on then…’ they’d reply.
That’s how they’ve given local newspapers a living for donkeys years; that’s how – in part – they might, just, give local news websites a living, too.
It’s still mights and maybes. Ifs and buts.
But PPM and pawn-brokers; we ignore them at our peril. For let’s face it, way things are in our line of work, we may all need cash quick…