Local media companies are well positioned to grow revenue as "big data" — the ability to collect, analyze and act on a wide range of data in traditional and new ways due to new technologies and the emergence of social media — creates more opportunities to target and connect with potential buyers.
Marketers will strongly consider partnering with local media because of their unique ability to connect with their audiences both on- and off-line, and the ability to incent consumers to share email addresses and give permission to contact them. However, many media companies are letting this opportunity slip away by not focusing on owning and growing their email databases.
Source:
http://www.netnewscheck.com/article/30121/local-media-dont-neglect-email-databases
