What we learned about the advertising needs of small publishers

In collaboration with Rebuild Local News, Tiny News Collective examined the practices indie news publishers use to build advertising revenue

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Small publishers can earn revenue from advertising sales in ways that reflect their community commitment and provide a premium audience connection to advertisers. The hardest part is getting started. 

That’s a major takeaway from Tiny News Collective and Rebuild Local News’ report, “Homegrown Advertising: How small publishers want to build revenue programs that reflect their communities.” The report examines attitudes toward advertising and practices independent publishers use to earn advertising revenue, based on surveys, focus groups and interviews with small news publishers, ad experts and academics. Although traditional newspaper publishers typically took a one-size-fits-all approach to advertising — sell X based on Y circulation — today’s community-based publishers want to create advertising revenue with the same intention and care with which they built other aspects of their organization. That involves everything from the look and feel of their advertisements to considering the type of advertiser they’ll sell to.

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