TV gets 10% of local online ad spends. Radio gets less than 2%. Newspaper shares are in decline. Compare these lowly numbers to online-only companies like Patch, Reach Local, and Google that are now getting over 50% of local ad budgets. Anybody in local media think that’s a problem that needs a little fixing? For sure, we bet the investment folks at Angelo Gordon and Oaktree Capital are getting a little un-easy about this issue.
All is not lost. 
Even though the local competition continues to grow stronger, Broadcasters (and Newspaper) can still get back in the game, and significantly grow their web revenue share.
The solution is simple and indisputable: address and remedy the common web sales errors committed by most local media properties. The list below captures and identifies what we refer to as: the 800 lb. gorilla in the room.
1. Management, owners & CEO’s lack specialized Web training
• How can you manage what you don’t fully understand?
• Expensive research and consultants are not enough.
• Delegating all sales strategy to content focused VP Interactive, is risky without knowledgeable oversight.
2. Dangerous thinking: ‘selling Web cannibalizes Broadcast sales’
• Your clients are moving more dollars online. They’ll buy from you, or someone else.
• Web revenue, though still relatively small, is the fastest growing, local revenue stream.
• It’s best to grow overall revenue share by smartly leveraging your traditional and digital assets.
3. Limited or in-effective Web training of sales reps
• How can they sell new products without seasoned direction & regular training?
• Is your staff taught by qualified trainers or by the station ‘web-geek’ ? Is your staff forced to endure tech-heavy theory & classroom lecture, or are they getting real world training ? Broadcasters need to look OUTSIDE of their industry for fresh and seasoned perspective on Web sales.
4. Management structure conflicts
• Web managers typically report to broadcast managers (who’s comp package favors spot sales).
• Programming/News departments are the primary operators of most websites, including where and how advertising is placed. Would you ever allow the PD or News Director determine your on-air spot load? Then why do we allow them to determine online units and placements on our websites?
• Like your station, your website must ultimately be run by those with ‘profit & revenue first’ goals.
5. Poor attention to fast changing, online environment
• Advertisers are learning how to go directly to consumers via digital.
• Newspaper, Cable & Directories are stepping up their game.
• New competitors like Patch and Reach Local are even more of a threat.
6. Setting Web budgets too low
• Allows sales reps to quickly hit web goals, then immediately stop selling web. Money is then left on the table, and gives the false impression of successful web selling. Making matters worse, this encourages local web spends to be redirected to online-only companies.
7. Poor inventory & yield management
• Over reliance on Google AD Sense and remnant networks.
• In-effective ad placement.
• Limited & non-use of premium, high value units.
• Inability to quickly price based on supply & demand
8. Confusing media kits, sales packages & pricing
• Local business owners prefer simple offers, delivered in Broadcast friendly vocabulary. They’re usually not sure of the value of 1 or even 10 million page-views. Excel spreadsheets with ad units, cpm’s and other confusing data only frustrates the advertiser. It also freaks out the sales rep who’s trying to clearly explain the features & benefits of a cross-platform marketing program.
9. Director of Interactive; tech & content background only?
• Lots of eyeballs and slick websites do not equal revenue & profit.
• Is Director of Interactive, or your web manager, qualified to implement a realistic revenue strategy?
10. Over-reliance on vendors & research for sales strategy
• Just because I just built you a kitchen & gave you a cookbook, doesn’t mean you’re now a chef.