To prop up local advertisers, newspapers help small businesses sell gift cards
Gannett has rolled out a product for its local newspapers to give readers an option to buy gift cards from local businesses.
Called Support Local, the product allows readers to browse businesses in a local market offering gift cards. The businesses are sorted in alphabetical order. Nearly 10,000 businesses across the U.S. have added themselves to Support Local since Gannett first launched the product last month, and it has drawn over 1 million pageviews.
The Dallas Morning News, The Boston Globe and Newsday, a newspaper based on Long Island, N.Y., have rolled out white-labeled versions of Support Local in the past month.
For now, Gannett isn’t charging publishers or businesses to use its platform. But just as coronavirus is accelerating different trends seen across media, including ranging from remote work to live video, Source Local could help nudge more local news publishers toward a marketplace model that takes advantage of the role they play in local communities.
As uncertainty and disruption have rolled through the global economy, publishers have done whatever they can to make themselves useful to advertisers. Some sales leaders have replaced lunch and learns with Seamless deliveries; others have overhauled their consumer research to help CMOs understand how consumer behavior is evolving.
But while national advertisers face the prospect of a rough few months or a meager couple of fiscal quarters, the coronavirus pandemic has many small businesses facing the prospect of bankruptcy. Local newspapers are no different, however. Gannett itself is in dire straits.At the beginning of the month, it announced it was planning to cut more than $100 million in expenses through salary reductions, elimination of travel and the pause of several projects. Gannett’s stock is down 90% for the year and trades under $1.
Some, such as Newsday, have launched message boards for small businesses designed to foster communication. Others have launched platforms that connect volunteers to one another.
“We’ve started some discussions about what are some of the ways we could be helping each other,” said Fran Wills, president of the Local Media Consortium.
‘Don’t freak out yet’: Publishers brace for iOS changes to their newsletter businesses
Apple's Mail Privacy Protection will scramble the plans many publishers had for their newsletters.
Cloud computing is the new frontier for companies looking to get ahead of Google
The fiercest battle being waged between Amazon, Google and Microsoft is over cloud computing — Google’s deprecation of the third party cookie will open media and advertising up as new fronts in that war.
‘The future of CTV is direct mail’: How Lockard & Wechsler Direct navigates clients through a tight TV marketplace
Lockard & Wechsler Direct, a 30-year-old performance marketing agency, is one of several shops trying to pick their way through a more complicated TV marketplace.
SponsoredHow advertisers can tell the difference between banner blindness and ad-aware consumers
Aditya Padhye, general manager, Trestle at eyeo Advertising is part and parcel of daily life –– from billboards in the street to smartphone apps, its presence is unavoidable. While some advertising strikes a chord with people, there are certain ads that have the opposite effect. Increasing internet usage among all demographics, higher demand for sales […]
Fewer stories, told better: News UK is changing how it commissions stories to grow subs
The Times (UK) and The Sunday Times are changing the way they commission stories to grow digital subscriptions.
‘We are the new type of competition’: How Stagwell Group’s CEO Mark Penn is going after the holding companies
Stagwell chairman and CEO, Is focused on growing its roster of SaaS products, and updating its media arm to fold in first-party data generation that’s not cookie-dependent.