SOURCE: Wilkin Guge Marketing

April 03, 2007 09:00 ET

Blogs and Social Networks Not High Priority for Regional Marketers

Fewer Than 10% Are Currently Blogging

CLAREMONT, CA -- (MARKET WIRE) -- April 3, 2007 -- New media is changing the way we communicate, yet Inland Empire marketers have not kept pace with new technologies when it comes to incorporating blogs and social networking into their marketing efforts, according to the 2007 Inland Empire Marketing Best Practices study conducted by Wilkin Guge Marketing with support from The Business Press and The Press-Enterprise.

Although widespread adoption of new media has not been integrated, respondents do recognize its future importance. Over 75% of the region's marketers view the Internet as a tactical or strategic tool to achieve marketing goals but rarely utilize social networks or find blogging to be an effective marketing tool.

"Integrating new media with traditional media can be challenging. It is no longer a one-way communication channel," said Greg Timpany, research director of Wilkin Guge Marketing. "I am anxious for next year's study to see if there is an increase in the percentage of local marketers that have integrated social media into their marketing plans."

Marketers also believe there is a strong need to increase the knowledge of the marketing measurement process and that the impact should be measured against top-line revenue, not necessarily bottom-line profitability. Despite the need to measure marketing performance, only one-third of respondents currently utilize a dashboard or scorecard, or have one in development.

Faced with the organizational challenges and competitive pressures of their national counterparts, Inland marketers often confront the primary issues of aligning marketing goals with their organization's overall goals and budget constraints.

The survey indicated the following additional information about the Inland Empire marketer:

--  36% of respondents were from the public sector, 29% were from the
    private sector and 22% were identified as non-profit organizations.
--  More than 50% spend up to $100,000 annually on marketing efforts.
--  55% utilize print media to promote themselves. 35% utilize the
    Internet. 23% use radio.
    More than 80% use direct marketing methods.
--  More than 50% view public relations as a strategic tool.
--  60% do not have a written crisis communications plan.
--  20% make use of a formal customer relationship management (CRM)
    system.
    
An overview of the 2007 Inland Empire Marketing Best Practices Study may be found on Wilkin Guge Marketing's Web site, www.wilkinguge.com, or The Business Press' Web site, www.thebizpress.com.

About Wilkin Guge Marketing

Wilkin Guge Marketing is an integrated strategic marketing and research firm that conducts vital business studies of interest to the Inland Southern California region including the Glencrest Inland Empire Wealth Study, The Inland Empire Freight Index, Inland Empire Consumer Index and the Inland Empire Business Leadership Survey. Based in Claremont, Calif., the award-winning agency, which is the largest in the Inland Empire, is owned by Gail Guge, nationally certified brand strategist and Andrew Wilkin, brand creative director.

About The Business Press

The Business Press, a San Bernardino, Calif.-based subsidiary of The Press-Enterprise Company, is the largest business journal covering Inland Southern California. Now in its 10th year, The Business Press chronicles new business developments, profiles newsmakers and keeps tabs on the booming Inland Southern California economy. For more information, visit http://www.thebizpress.com

About the Press-Enterprise Company

The Press-Enterprise Company, a Riverside-based subsidiary of Belo Corp., is a multimedia company serving Inland Southern California. The Company publishes news and information in print and online via The Press-Enterprise, the region's largest daily newspaper with 185,000 daily circulation; PE.com, the region's largest local online Web site, and more than 30 micro-local, community-based Web sites. Other print and online products include The Business Press, a weekly business journal, La Prensa and El D, weekly Spanish-language newspapers serving the region's diverse Hispanic community and the advertising publications Inland Empire HomeSeller, Inland Empire AutoSeller, Inland Empire Employment and Savings Express.

About Belo

Belo Corp. is one of the nation's largest media companies with a diversified group of market-leading television, newspaper, cable and interactive media assets. A Fortune 1000 company with 7,100 employees and $1.6 billion in annual revenue, Belo operates in some of America's most dynamic markets, including Texas, the Northwest, the Southwest, the Mid-Atlantic and Rhode Island. Belo owns 20 television stations, six of which are in the 15 largest U.S. broadcast markets. The Company also owns or operates seven cable news channels and manages one television station through a local marketing agreement. Belo's daily newspapers are The Dallas Morning News, The Providence Journal, The Press-Enterprise (Riverside, Calif.) and the Denton Record-Chronicle (Denton, Texas). The company also publishes specialty publications targeting young adults and the fast-growing Hispanic market, including Quick and Al Día in Dallas/Fort Worth, and El D and La Prensa in Riverside, Calif. Belo operates more than 30 Web sites associated with its operating companies. Additional information is available at www.belo.com or by contacting Carey Hendrickson, vice president/Investor Relations & Corporate Communications, at 214-977-6626.

Contact Information

  • Contact:
    Hillary Angel
    Phone: (909) 625-2225 x23
    E-mail: Email Contact