Replacing that billboard

Local media companies are in a fight to stay relevant to consumers and therefore advertisers. This is not new news. People get their news and information from lots of different places now. So what is a local media company to do? It's not a simple answer, but a couple of things are universally accepted. Local media companies must:
1) Create programming, articles, and personalities that are uniquely local so locals feel a connection
2) Show growth in audience so their ad space is seen as the must-have for scarce regional and national ad dollars
3) Find ways to do this without spending a lot money

Not fun or easy.

But the question is this: How can they do things differently?

Here's one example. You know that billboard on the highway? It probably looks something like this:
Not picking on ABC15. After all, in Boston, our highways are littered with similar signage. In major metros, costs for media like this is roughly $5000/month or $60,000/year. To see if this is helping the local media companies in Boston, we bugged a few cars on route 93. Here are some quotes from people who have seen the local media advertisement billboards in Boston:
"Hey honey, can you pass me my water."
"Jake, give that back to your sister."
"Are they ever going to complete this construction."

I'd be subtle, but I've found that doesn't work so good. I'm a strongly suggesting that you take your billboard dollars and use them to run the CityVoter program. Wow, that's a self-serving argument, huh? Yes, but for a fraction of the costs of this promotion, CityVoter can drive hundreds of thousands of people to your website where you can control the branding, the conversation, and establish deep connections with your audience. These are real quotes from consumers and advertisers we've helped our partners receive:

"I would like to thank you for creating the MyFoxLA HOT LIST. I think this an excellent way to promote businesses in Los Angeles. The exposure and recognition of small business is so important." Faces European Skin Care -- Los Angeles, CA

"Thank you CityVoter & Fox 8 for teaming up to create the HOT LIST. This was a wonderful opportunity to get our little store on the map in people's minds. The promotion has been fabulous."Logos Bookstore -- Cleveland, OH

We also have placards, business cards, t-shirts, email newsletters, and other fun ways to build your brand. This is about lasting relationships with the community. Growing a connection with potential advertisers and your audience. The metrics we have show engagement. Engagement is what media companies need to survive and dare I say grow. It's not just reach -- and it's certainly not the reach achieved on the side of a highway.