NBC Reorgs Local Media Into Single Div. November 26, 2007
Posted by Mark Blei in : Uncategorized , trackbackNBC Reorgs Local Media Into Single Div.
Katy Bachman
NOVEMBER 26, 2007 –
NBC Universal joined ABC, CBS and Fox in recognizing the growing importance of multiplatform campaigns on the local level by reorganizing its local media assets into a single division, the NBC Local Media Division.
“The local media markets are a fertile area to go multiplatform,” said John Wallace, president of NBC Local Media Division, which includes NBCU’s TV stations, local Web sites and place-based networks. “We know there will be a transition period, but it will be evolutionary in the days and months ahead.”
Ninety percent of consumer transactions are at the local level, said Rich Lobel, one of three chief marketing activists for CBS’ local division (RIOT), which launched with a campaign for Dodge trucks and has since run campaigns for 1-800-Flowers and Comcast. “It’s a model more clients are going to demand,” he said.
The networks may be ahead of the curve on this, since not all media-buying shops are organized to handle these new units. “More clients want their agencies to come up with a local plan, and that means agencies need to start breaking down those silos between local media,” said Kevin Gallagher, executive vp and local activation director for Starcom. “It’s not about the individual medium. It’s about moving product in the market.”
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