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This article appeared first on inma.org While in print, SMB advertisers are a very relevant source of revenue but also relevant content for readers who actively demand local print ads online; most of those advertisers don’t happen online. Comparing the structure of “digital advertisers” versus… Read More »What makes successful offers for SMBs

This article appeared first on inma.org Probably the last decade was a massive blow to the acceptance of digital advertising. This one red shoe you once looked at a month ago was following you around the internet without mercy. No wonder users were installing ad… Read More »How only direct sales can save advertising in a cookie-less, ad-free, subscription – first world

This article appeared first on inma.org In many countries, local newspapers have been in sharp decline. Too often a drop in local relevance or interest, or the global behemoths like Google and Facebook are blamed. But looking at the types of advertisers local newspapers managed… Read More »Why the decline in local newspapers is about print and not about local advertising. And what publishers have to do now!

This article appeared first on inma.org   With frightening regularity, I hear newspaper executives talking about the shortcomings of regional news publishers in digital advertising versus global giants like Google & Facebook. If it is about data, technology, sheer size or their user adoption of… Read More »Why publishers should be confident about their USPs in digital advertising for SMEs compared to Meta & Google

This article appeared first on inma.org Falling budgets Budgets that big national advertisers and especially e-commerce giants are spending in digital and programmatic are falling as the end of the “Corona bonus” has stalled the growth of many rising stars. Stock market valuations have plummeted… Read More »Boost your CPMs in times of falling CPMs from programmatic campaigns

This article appeared first on inma.org Local SMB print advertisers are still a relevant revenue share for regional publishers. But in many publishing houses the key to turn those print revenues into sustainable digital revenues is missing as those customers are usually too small or… Read More »How to scale digital direct sales in the long tail of local print advertisers