|This Month's Features:
Verified Would Like to Welcome...
Local Ads Expected to Hit $146B in 2016, Digital is Largest Slice
B2B Sellers are "Just Not There Yet"
Tips & Techniques: Using Digital Vendors Reports
& Narrow Web
Resource Mission Critical Communications
U.S. local advertising will see modest growth next year – about the same pace as the overall economy.
Total local advertising revenues in the U.S. will climb 3.75% to $146.6 billion in 2016 – up from $141.3 billion this year, according to BIA/Kelsey, an advisory company focused on local media.
The company says this will follow the overall economic growth of the U.S. economy, which is also projected to rise by low single-digit increases.
The fastest-growing area include all local online/digital revenues – with a 12.1% rise to $42.6 billion from $38 billion in 2015.
of share and dollar amount:
© 2015 MediaPost Communications
Publishing Innovation Summit
Biennial Research Symposium 2015
and Regional Magazine Association's Winter Publisher's
you have an event that you would like to announce,
According to new research from Forrester Consulting, commissioned by Accenture Interactive and SAP hybris, B2B buyer demands have changed the game for B2B sellers. Buyers expect a consistent and personalized experience in every stage of their purchasing journey.
Though business buyers are incorporating digital channels into their buying journey, they aren't the only channels a B2B buyer touches, so sellers must find ways to integrate data from all channels. Seller respondents say that 38% of their customers are using online channels exclusively, while another 32% use a combination of on- and offline channels.
Sellers aren't prepared to deliver a seamless omnichannel experience, and despite knowing exactly what buyers want, they have a hard time meeting their expectations across the customer journey, says the report. B2B sellers just aren't there yet, according to the research.
However, although many B2B sellers have made strides in developing discrete digital touchpoints, most struggle with weaving them all together with their existing channels to create a seamless omnichannel customer experience.
B2B buyers not only report higher total spend online but also higher percentages of work purchases made online and a larger average purchase size for online work purchases.
B2B buyers have high expectations for engagement across the customer journey, says the report. Today's B2B buyers are looking for the convenience and intimacy they've come to expect from a B2C experience. They're even willing to reward sellers who provide such experiences.
B2B sellers say they're investing disproportionately in meeting customer expectations across multiple channels. 74% of North American and European respondents chose "meeting customer expectations" as their top driver for investment in omnichannel initiatives. Closely trailing, 68% of sellers had providing a "consistent customer experience regardless of channel" as a priority.
More than anything else, B2B buyers want to know the price they're going to pay for something. They don't expect to jump through multiple hoops or wade through several conditions to learn their actual price for a product or service, says the report. The research shows that "price transparency" is even more important to buyers than knowing if a supplier has the lowest price.
B2B sellers must take control of their omnichannel experience, concludes the report. Sellers are on the right track by trying to implement omnichannel touchpoints but must amp up the integration of technology platforms with people and processes to support a real-time operating environment.
Creating personalized omnichannel engagement requires:
© 2015 MediaPost Communications
Using vendor reports for reporting digital circulation can be time consuming and frustrating for publishers. Reports from vendors (Apple, Amazon, Barnes & Noble and Next Issue Media) and other digital vendors (Zinio) are maintained outside of the publishers' fulfillment systems and may be difficult to navigate to get the type of information needed for reporting to Verified.
Unfortunately, vendor reports provide different information. Barnes & Noble reports provide issue-by-issue information, but the Amazon and Apple reports do not. For all digital vendors, please provide the summary reports to Verified for the audit. If you have to calculate the total sales, provide the daily reports as well.
It may be helpful to create a summary spreadsheet that lists each vendor with the total sales for single copy and subscriptions.
If your vendor does not provide issue summary reports, you can calculate copies or subscriptions sold during the on-sale period on the report instead. For example, if the December issue available has an on-sale date of November 23rd and the next issue has and on-sale date of December 23rd, only the issues sold within November 23 – December 22 should be reported as that issue's sales.
If you have question about your digital vendor reports, please call Verified at 415-461-6006.
Please send comments and story ideas to
|© 2015 Verified Audit Circulation|