Key Strategies for Crafting Winning Offers for Small and Medium Businesses (SMBs)

Local advertising scale for publishers is influenced by four main drivers. While SMB advertisers are relevant in print and demand local print ads online, most of them do not transition to online advertising. Digital national advertising outperforms digital local ads in most news organizations. We examined over 100 offerings in Europe to uncover the secrets behind successful regional ad budget capture and the transfer of local print advertisers to digital.