Advertising

By John Kimball If you look, there are opportunities for newspapers to grow advertising revenue in some categories – not in spite of the COVID-19 health crisis, but because of it. Even as things begin to open up, financial planning, home decorating, landscaping, local home improvement and other types of …

By Peter W. Wagner Many publishers and their staffs are worried about jump-starting their local advertisers following the COVID-19 shutdown. Although they’ve faithfully published their paper, often at a loss the last three months, some former clients’ media confidence and buying habits have changed. We’ve had three long-established weekly newspapers …

By Peter Wagner Many of today’s print advertising salespeople aren’t selling. They’re not getting face-to-face with potential customers and they are not “telling their story.” Too many print advertising professionals are simply getting by, slowing losing their customer base, soliciting new and repeat advertising by email. You and I know …

By Peter Wagner Have you noticed that all the really successful online retailers offer free delivery? Amazon sets the bar high with Amazon Prime two-day delivery of everything from A to Z. Their product inventory includes everything from a difficult-to-find book to necessary groceries for dinner that night. Target has purchased …

By Peter Wagner Smaller ads sold mostly to locally-owned businesses are a part of a community paper’s DNA. There weren’t any supermarkets, department stores or automobile dealerships when the majority of midwestern newspapers began publishing at the turn of the last century.  I have a framed copy of the Jan. …

With the action last week by Attorney General Jeff Sessions, rescinding a memo from the Obama administration that had made federal prosecution of marijuana a low priority in states where recreational or medical use had become legal, the uncertainty of advertising again became an issue. We have described the situation …

Here’s a brief video showing how Nevada Press Association member newspapers can sell into the NPA ad networks and make money for their own publications.

by Peter Wagner I admit I get confused when the conversation turns to the loss of “classified” advertising. Are we talking about those small 30- to 50-word reader ads, or the more serious classified display? If the discussion is how to resurrect the small reader ads — advertising an apartment …

A Kansas publisher emailed me last month seeking information on how to respond to businesses who say they’ve “placed their sale or event on Facebook so they don’t need a newspaper ad.” The businesses think, the publisher said, that “the Facebook posting is essentially free and generates at least some …

By Peter W. Wagner It’s time to get real if newspapers want to dominate the local market. The really big dollars will be found in our community newspapers and not our one-of-many-in-the-community websites.

 Print advertising provides a gerater return. Anyone can create a website in your market. All they need is a computer and …