January, 2018 email newsletter
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One of the questions we've been asking recently is whether the Amazonification of advertising is now hand - and what it will mean for news-based media companies. Specifically, what is the opportunity to regain marketshare of small business advertisers, and how large is it?
This month LocalMediaInsider has been working on case studies with a variety of newspapers which are adding self-serve options to additional verticals and product mixes.
iPublish, which supplies the leading single source self-serve platform, reported recently that nearly $200 million in self-serve transactions passed through its portal in 2017 alone.
One of the major newspaper initiatives to sell advertising via e-commmerce in 2017 took place at Gatehouse, where a partnership with iPublish and its single source platform led to $1.25 million in increased business and saving of 3 FTE's for the 70 or so small newspapers participating in the first year of the roll-out.
See the full Case study: Estimated millions in new revenues will from self-serve platforms at Gatehouse newspapers in 2018 here. This case study looks at:
• Transitioning stages
• Adding self-serve to Obituaries in small markets
• How call-centers used self-serve platform to place orders more easily
• Private party ads
• Selling print special sections via an online portal
• Results and lessons learned
Read the whole case study here.
Our list of great ideas for selling local programmatic campaigns in 2018 includes adding programmatic to self-serve packages.
Stay-tuned more coverage of this topic in 2018.
Have a successful initiative at your company? A campaign to nominate for a Top Ad? Let us know by reply email! We are currently planning our 2018 editorial calendar.
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