Online advertising that works
Yellow pages listings are down, so are newspaper revenues. Enter BizFinderNW.com, an online solution to the yellow pages, by the Spokesman Review.
The Spokane newspaper, which continues to win awards for the dead-tree and online divisions, added another trophy to the case with the first prize for innovation from the International Newspaper Marketing Association.
This couldn’t come at a better time (well, except a few years ago. That would’ve been a better time). Read Poynter’s writeup on the award and the S-R.com.
The twist at Spokane’s BizFinderNW.com, is to offer a listing with address, store hours, a map and a photo for free. Businesses can amplify on the listing or buy a display position if they wish. Like most local search ventures, there is room for user comments, though no news content per se.
This is a great way for newspapers to capitalize on community connections and remain afloat while offering advertising at competitive rates. I hope more news organizations take this approach.
Thursday, May 15th, 2008