Publishers, this is the real reason why newspapers are losing to Facebook

Small and medium sized businesses prefer advertising on Facebook over local news publishers despite ads on local media receiving higher positive sentiment and trust than ads on Facebook.

Local newspapers failed to adapt to the digital world fast enough. Small and medium sized businesses still need to call a sales rep to negotiate an advertisement order. Local newspapers also do not offer performance reporting and campaign optimization the way Facebook does.

A news publisher’s commercial infrastructure is not setup to offer self-service. They employ sales reps. This increases advertising costs on local newspapers. While Zuckerberg offers small and medium sized businesses the opportunity to turn a Facebook post into an ad campaign from just $10. Additionally, programmatic advertising’s cost and complexity makes it inaccessible to small and medium sized businesses.

Local newspaper advertising is still stuck on the dated “buy my product” banner advertising while the world has moved onto a more content driven “join my brand” approach.

If you are or a small and medium sized businesses facing advertising challenges or a local newspaper looking for advertisers, we would love to hear your experiences!

We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.

Read more at: https://whatsnewinpublishing.com/publishers-this-is-the-real-reason-why-newspapers-are-losing-to-facebook/