Neal Polachek
Neal Polachek
access adjust backdrop becomes business buying consumers content data degrees entertainment gaining imperative increasing information less local models national observing power powerful providers relationship relevant remain serves shows time
For some time now we have been observing data which shows that consumers are gaining increasing degrees of power in the buying relationship with local and national merchants. As access to information and entertainment becomes less device-dependent, information and content providers will have to adjust their business models to remain relevant to the on-demand and increasingly powerful consumer. This imperative serves as the backdrop for our 'Drilling Down on Local' conference.
certain consumers evolving factor global local media online portion preference print strong strongly targeting yellow
This research, the U.S. portion of a global omnibus study, reinforces that this is a complicated and evolving marketplace. Consumers have a strong preference for print Yellow Pages. However, for local advertisers targeting certain demographic segments, online media should factor strongly in the promotional mix.