SHOP TALK by BRAD ROLLINS
I’ve been living this revolution for a while now within the news business. Our local business owners live it, too, as they increasingly confront the ways online retail is upending their world.
Between 2000 and 2009, total dollar spent online increased 496 percent, from $27 billion to $134 billion, according to the U.S. Commerce department. This year, Forrester Inc. says that number will be $252 billion. In 2016, it will be $327 billion.
These numbers strike fear in the hearts of every bricks-and-mortar retailer. But it doesn’t have to be that way. It can also be an opportunity that takes you places you can’t yet imagine.
The Mercury is excited to announce its new Amazon store. We’re even more excited about the ways this partnership helps us help our small business clients. Here’s what the Mercury+Amazon store means for you:
1. If you read the Mercury — if you like what we do and would like see us do it better — use our Amazon shop to buy things. The Mercury gets a percentage of everything you buy on Amazon – from instant videos to books to music to clothes to electronics.
You don’t even have to visit the Mercury page to take part in this. Just bookmark this link to the main Amazon page and use it when you go online to shop.
2. If you own a local business and want to tap into the enormous power of Amazon and other online retailers, we can help you. The Mercury is a full-service marketing company selling more than just display ads. If you want to know more about our “Shop local. Shop Mercury” program, send me an email and we’ll send you our Getting Started guide.
The Mercury+Amazon store is one part of a major revamping of Mercury Media San Marcos’ business model. It’s a process I’ve been calling the Texas Three-Step. Amazon is Step 1. You’ll be hearing more about the next two in coming weeks.
I said in a letter to advertisers in December that I expected 2013 to be an exciting and challenging time for the Mercury. I wasn’t wrong. But we’re committed to San Marcos and we’re committed to adapting — doing whatever it takes — to remain San Marcos’ No. 1 news source.