Peter Smyth Teaches Some Lessons
August 4, 2008 at 7:47 AM (PT)
GREATER MEDIA Pres.CEO PETER SMYTH touches on the approaching fourth quarter and how "it's time for all of us to head back to school," in his monthly column on the company's website. He writes:
"It's time for each of us to hit the books and do something we don't often make time for: think about the very nature of our business. The force of events and economics is pushing us forward at a pace we have not seen before. As a result, we face a stark choice: redefine our business and how we do it, or have it done for us by others.
"The first new lesson to be learned is to redefine our business in contemporary terms. No longer are we one of the three or four "mass media;" we are rapidly evolving to the new definition that I favor: We are the provider of locally-based, interactive entertainment and marketing solutions.
As such, we have to educate the local advertising marketplace about the enhanced capabilities that we have built for ourselves over the past 10 years. We have to forcefully communicate that we are more than the tall tower on the hill outside town; that we have a robust online presence of websites, databases, audio and video, and the ability to combine them in new and compelling ways with broadcast audio, including our secondary HD channels. We can create custom solutions for marketing problems that are affordable, effective and measurable."
Read the full article here.