Untraditional Media

One of the local business directories here in our area is perpetuating the myth of “hits” and using it as a metric to validate charging money for advertising. Verbatim: “receiving 400,000 hits per month hits per month with some 120,000 unique users.” And here’s why that’s funny.

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There is a great piece on Clickz.com this morning reiterating one of our core values, to wit: Niche and local content is the path to success. “However, new local search sites that take a regional or vertical approach are finding success in competing with their larger counterparts. Increasingly, these smaller local sites are competing with the same techniques a local consumer-electronics store deploys to compete with Best Buy.”

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One of the premises we started with on NYFS years ago and we’ve stuck with through all of our sites and web communities, is keeping the focus on quality content and quality links. That one factor is probably the single most important reason our sponsors reach the top slots in the search engines.

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Marketing is a misunderstood business expresssion. Many people use marketing as being a synonym for sales, which isn’t really what it is…or I guess they would call it sales, eh?

Marketing is the craft of creating a connection between the producers of a product or service and the consumers of those products and services.

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The way to reach a broad market via the Internet, is to create a community comprised of your target market, and develop your online resources to build a place users you want to reach will come to every day.

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The Internet provides everyone with the opportunity to be their own publisher. Self-publishing, whether via a web site or a blog, is the publishing of the future. Already, popular Blogs and Bloggers have surfaced as sources for the main stream media . The ability to conceive, develop, and publish ideas and do so in a matter of minutes, makes real time news inevitable, and pushes printed media and even production quality news media into the slow lane.

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We do what we do with a backpack containing a laptop, a digital camera, a digital recording stick, and a cell phone. We can sit down anywhere, any time, and publish anything and have it reach thousands of people in an instant, we carry that ability with us at all times. Everyone can have that ability for under $1,000.

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You have a great idea or great content or both, but what do you do with it? How do you reach people? You only need to construct an audience for it. The best way to do that is through building virtual communities.

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