Technology platforms come and go, but local news publishers who have stakes in their own communities are here for the long haul. That staying power is baked in to the hyperlocal business model, and it is a foundational advantage for … Continue Reading
Direct sales play an integral role in the hyperlocal sales model for good reason — they work. Local salespeople who can meet in person and form direct relationships with prospects form the foundation for any successful hyperlocal and magazine sales … Continue Reading
Succeeding as a hyperlocal publisher is all about identifying strengths and minimizing weaknesses. Perhaps nowhere is the small publisher’s ability to capitalize on a strength more apparent than in the rise of section sponsorships. Section sponsorships give advertisers incredible prominence, … Continue Reading
Competing with major ad networks as an independent publisher means thinking about what services or features the big guys can’t provide and then filling in those gaps. As more advertisers grow frustrated with the murkiness of online ad exchanges—often not knowing … Continue Reading
If there’s one thing advertisers love, it’s reading about their companies. Sponsored content provides smaller publishers with a way to give local businesses what they love and get something in return, without creating distrust among readers. Over the past few … Continue Reading
Smart, flexible, understandable pricing. That’s the key to sustained business growth for most magazines and hyperlocal publishers. But what constitutes smart, flexible, understandable pricing varies depending on who you talk to. That’s why setting a strategy to price local advertising … Continue Reading
Email newsletters are a powerful tool for hyperlocal and magazine publishers. Not only do they serve as a way to drive website traffic and promote trending stories, but they’ve also become another venue for revenue. By monetizing newsletters, publishers are … Continue Reading
A small publisher’s greatest asset is the ability to deliver value. The definition of value may change from advertiser to advertiser, depending on the goals of individual campaigns, but the ability to deliver better performance than larger publishers is something … Continue Reading
Industry watchdogs have been calling for more openness and accountability in online advertising for years, but recent revelations about the influence of foreign advertising dollars on Facebook have made the lack of standards even more concerning. The lack of transparency … Continue Reading
When it comes to online ad sales, creativity wins the day. Flexibility, creativity, and autonomy are three of a local ad salesperson’s greatest assets. By offering different advertising formats, local publishers signal to clients that they’re both flexible and serious … Continue Reading