You don’t get a more energetic speaker than Shelly Palmer. Yeah, he’s president of Shelly Palmer Media. But he also does a ton of other stuff, including television, books, satellite radio, business development, Emmy Awards… I would list more, but it’s starting to depress me.
All of which means the man knows his stuff. And he’s a bomb thrower, too, something we like at Lost Remote. Here’s a good one:
“There is no such thing as hyperlocal; it should be hyperpersonal.”
Here’s another:
“Does local media have a right to exist in the 21st century?”
Palmer shared his insights Thursday morning at the Borrell Associates Local Online Advertising Conference in New York City. He did more than give the 50,000 foot view; Palmer gave the keys to the kingdom for those who want to listen. And it turns out the keys (well, one key) are all about innovation. Specifically, how local media should be dedicating its efforts like crazy to innovating.
Still, we all know this. So what’s the problem? Why aren’t local media companies innovating? Simple: money.
“I don’t know anybody in this room who is going to be governed on innovation. We’re governed by making our (sales) number. And nobody is going (to tell their bosses or shareholders) they are going to miss their number so they can focus on innovation.”
Palmer strongly believes in the innovate-or-die school of thought. And he says media companies should ask themselves one question: “Am I cued up for death or innovation?” If it’s the former, Palmer says, it’s time to sunset your business.
“Don’t try to solve a 21st century problem with a 20th century solution,” said Palmer.
