Build Your Own Local Media Assets

Hey, it’s Mike here with a quick but important message for all of my local agency folks. I have been very focused on building a local media asset here in San Diego and there are two big philosophies behind it.

One is that if you don’t own the media, if you don’t create that asset, somebody else is going to and you’re always going to have to pay them for attention.

I want to build that asset. I want to own the asset.

The other major thing is that I believe that the PR agency model in local markets, in particular, is dead or dying quickly and they just don’t know it. There are a lot of PR agencies out here in San Diego that are charging restaurants thousands of dollars a month, and their entire job is to try to get stories run on media sites like mine.

So when you think about that, those PR firms don’t own any assets. They’re just trying to get articles on the sites like ours.

Again, building the asset.

But I don’t think those PR firms will exist in the media very quickly just like what we’re doing.

From an expert’s view

I’ve been ranting about this and a lot of people think that maybe I’m a little bit crazy, that maybe I don’t know what I’m talking about.

The thing is I was listening to Gary V.’s podcast on the way here and on the way to the office. That is where I get these ideas.

On the first podcast, he says that the PR agency model of the local business for restaurants is dead and they just don’t know it yet.  

Then on the second podcast, he says that he thinks that building a local media asset is like becoming the mirror of your town by owning that local media. It is also the biggest white space online today.

I am going to share the link to the podcasts below. If in case you don’t believe me just listen to Gary V.

Either way, take action because I think that you’re going to regret it if you don’t.

Click here for Gary Vaynerchuk podcast.

Avatar photo
Mike Cooch

ServicesThatScale CEO, Mike Cooch has worked with small businesses his entire career and has a passion for helping them grow and thrive.

He has founded successful, seven-figure businesses in technology services, agency services, publishing, and ecommerce.

His businesses have been leaders in creating, selling, and delivering 'productized services' that scale, landing them on the INC 5000 list of fastest growing companies three years in a row, and enabling him to sell his business for a successful exit.

He has three children, is an avid skier, hiker and traveler, and is loving life in his new hometown of San Diego.