Summary
Events and entertainment are a strategic business for local media properties online. Local entertainment is under threat from national providers that can spread the necessary software development costs across a national audience and that have strong relationships with users in local markets. However, incumbent local media have the brands, audience, and advertiser relationships to compete successfully in this business. To succeed, incumbent local media properties must choose which parts of the business to outsource, build community among their audiences, and execute well on editorial and advertising services. Relationships with local entertainment advertisers can lead to new kinds of advertising, sponsorships, promotions, and marketing services.
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