Why compete with the big boys?

Why compete on a national level when you don’t specialize in national services?
In an effort to attract national advertising to a local website, many media companies try to spike page views using national content unrelated to what makes them a valuable asset – the community they serve.
Media companies are trying to hit that magical page view number as if it will add to their bottom line. They may link to hot topics such as Brittany Spears’ or Paris Hilton’s latest exploits, but the revenue from partnerships with national advertisers is so low that it hardly pays to put in this kind of effort.
The key value of your web content is what you provide to the local viewer and what that viewer can bring to a potential advertiser.
While there is some value in securing impressive page view numbers by adding national sites as a quick link, these numbers are not indicative of your outlet’s greatest asset -- the local reader.
As media companies are lured by the frenzy to develop enormous page view counts, we’ve forgotten the real value of the local reader. No one can capture that local reader like the local media company.
By building community relationships, covering local events, and providing a social media discussion or buy-in, it is relatively easy to attract online viewers with a passion on any given topic. These are the same people who can help build a local discussion and will support content on topics vital to their family, their neighborhood and their community.
For example, a bait and tackle shop would pay a premium to reach readers seeking information about local fishing. A pet store would be willing to pay a premium for an audience of pet lovers.
It goes to the same answer I gave to a carpet store owner, who jokingly asked, “How many people do you deliver your paper to -- 1,000?”
I answered, “No, it’s only delivered to seven people, but it’s the seven people who want to buy carpet this week.”
By pinpointing your audience, you will gather loyal readers, a sure market for a merchant seeking to target his product, yet save money by not having to buy into a larger market that suits his need. This method provides a tremendously higher profit margin for the media company.
Five interested buyers are worth more than 10,000 viewers interested in Brittany Spears’ latest scandal.
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