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maryalicecisneros.com
Are online news sites missing revenue opportunities from local political ads -- such as those for the upcoming San Antonio municipal elections? |
In the last few election cycles, U.S. newspapers have been disappointed by how little political advertising revenue they captured -- especially compared to radio and television. If they're looking at elections as a possible revenue stream for their online services, they're smart. But they may be disappointed again.
Consultant Peter Krasilovsky recently reported in the Local Onliner about a San Diego meeting about online advertising for candidates. (It was sponsored in part by SignOnSanDiego, the site affiliated with The San Diego Union-Tribune.)
Krasilovsky wrote: "They say all politics are local. But that doesn't seem to include local online political advertising. ...The problem is [that] local is too fragmented. The Internet itself is a political consultant's nightmare. 'It is all about experimentation and loss of control,' said one."
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Cyrus Kohn, chief of
Yahoo Elections (Yahoo has an elections chief? How many newspapers have someone on the sales side who's an elections chief?) noted that Yahoo doesn't expect to get especially local with its election efforts. However, it will probably draw election content from newspapers participating in the
Yahoo alliance -- usually, but mistakenly, referred to as the Yahoo "
consortium."
Editor's note: Yahoo does have a fairly advanced system for managing local advertising, Yahoo Local. Right now it's geared mainly toward local businesses. However, couldn't they expand this service to deal more effectively with advertising related to local elections? Seems to me that Yahoo -- and the newspapers in its alliance -- might be leaving a lot of ad money on the table.
