Articles

Do you feel threatened by Google? Maybe you should
By: Justin Gerena
Article appeared in December/January 2006 FCPNY Newsletter & January 2006 T.I.P.

"Google" doesn’t sound very scary, but when the Internet giant starts putting classified ads from people in your market online for free, it is. The good news is you don’t have to roll over and let the Internet giant take your listings business over—you have more power than you think.

Google is unveiling "Google Base," a database into which people can add all types of content for free—everything from a description of their small business to listings of used items like cars, boats, and homes. Industry analysts are predicting that the websites Ebay and Craigslist have reason to be nervous. Why? Because Google Base will not only provide free listings, but they’ll be simple and easy to use, as Google has a reputation for being user-friendly. Also, it doesn’t help that Google is everywhere. According to WebSideStory Inc., a Web analytics firm, they have captured the lead in market share with 52% in June, up from 45% a year ago.

Ebay and Craigslist are not the only ones who need to prepare for this launch. The free paper industry is at risk of losing money in the classified business, and possibly even more in other areas. That’s right—the free paper industry, whose readers some publishers claim are “not very Internet savvy” or who are “behind the times” are spending more time online than you think.

Actually, according to the U.S. Department of State, 88% of Americans say the Internet plays a role in their daily routines. That means, assuming that your region has electricity, computers, and Americans, 88% of your readers make the Internet a part of their daily routines.

Think about it. If Google Base marches into your town and starts drawing users to its site to list their items for sale, they no longer have to pay you to list in your paper. And if you think your town is too small for Google’s reach, think again. No zip code will go overlooked.

What’s that good news I mentioned? Here it is: but I must warn you, I’m going to talk about your website. So, if you’re not proud of your website, or if the topic makes you cringe or makes your head hurt, then get two aspirin and continue reading—you can’t ignore the pink elephant in the room forever.

The word on Google Base isn’t really out yet, and no one knows for sure if it will be an immediate success with those who put out print classified ads. However, you need to start getting your defenses ready—or rather, your offense.

Every paper in this industry has incredible power that, in many cases, has gone unrealized. You currently put local businesses, articles, information, classifieds, and events in front of thousands of eyes in print. Guess what? You also have the ability to do the very same thing through the Internet!

You know that people in your area turn to your publication for your content (otherwise you wouldn’t put it in your paper). What about those people who are spending a lot of time online and are beginning to read a little less in print?

According to Research Firm The Kelsey Group, “70% of U.S. households turn to the Internet for local products and services…putting the Internet on par with newspapers and showing a trend line likely to overtake newspapers very shortly.” Are you going to let those readers who spend more time online find someone else who will provide them with the same content you could have, just because you don’t have an effective website? Well, if you don’t make a commitment to providing your content online soon, then Google will do it for you.

And don’t think it will stop there, either. They already have Google Local, a website that helps people find products, services, and businesses on a local level. According to Safa Rashtchy, an Internet analyst, Google Local will be “extremely useful for local merchants.” They could soon be knocking on your advertisers’ digital doors and adding local business display ads to their repertoire. Then, when your advertisers fall in love with Google’s service, they may reduce how much they spend with you—or drop you altogether.

Take the offensive. You can get a large percentage of your web-savvy readers to become loyal users of your site long before they have the chance to become loyal Base "Googlers." All you have to do is take the same content you already put in print, and get it online. That’s it! You’ve already done all the hard work, now you just have to put it on your website.

I know what you’re thinking: "We don’t really know how to efficiently and easily get our content on the Web, and we certainly don’t want to pay someone’s salary who DOES know how to do that." Well, it’s not a difficult task, really, and if it’s done right, it shouldn’t cost you anything; it should MAKE you money. If you have consistency from print to your website, and if one promotes and markets the other, these two medias can work wonderfully in sync.

You will no longer be considered just a publication, but an advertising and marketing company that offers solutions both in print and on the web.

Now think about the leverage you could have with your advertisers. You could show them your list of email addresses of visitors to your site, or your most recent web statistics. Or, simply ask them about the increase in business they’ve gotten with coupons that are now printed out as well as clipped, or the increase in traffic to their website from yours. You can get the admiration of your advertisers long before Google even steps foot into your area. You have the opportunity to be the first to market.

I told you there was good news. Make Google feel unwelcome in your zip code(s) by taking action. Google should be worried—not you.

Justin is President and Co-Director of JB Multimedia on Long Island, New York. He can be contacted by email: justin@jbmultimedia.net or by phone: 888-592-3212 x710.

Click here to see what your publication will look like online