Was this article helpful?
Quality need not be sacrificed for Quantity
These are exiting times for web publishers and advertisers. Methods for online marketing are constantly expanding and companies large and small are realizing the benefits of the relatively untapped online market.
These are exiting times for web publishers and advertisers. Methods for online marketing are constantly expanding and companies large and small are realizing the benefits of the relatively untapped online market. Black Press has a solid group of major retailers communicating with customers through our digital channels and that group is also growing steadily.
There are a few reasons why Black Press has been so successful. Buying space with large aggregators certainly gives you a significant number of impressions but to achieve your goals you might want more than quantity alone. Consider how the content published alongside your advertisement is impossible to monitor or control. Using a system like Google, you can’t monitor where your ad is displayed and when. You have no idea who is looking at your advertisement; user demographics across their publishing network vary widely. The limited geo-targeting abilities they provide are unreliable and are increasingly impossible to use with the rise in privacy controls and spam blockers.
With Black Press, your advertisements are associated with local, award winning news content. Black Press has a “web first” policy – the latest news is put on our web sites as it happens. We provide double geo-targeting. Not only can we provide the latest in geo-targeting technology, we schedule your advertisement to display only on the Black Press properties you select. Using ComScore and our analytical software, Omniture, we can identify who the average user is that views your advertisement.
Users who view your advertisement are engaged in our content and therefore your offer. Newspapers and the Internet are the only two mediums where the user is focused while they read the page. Television and radio give the user the ability to multi-task and not focus their attention while listening or watching. What separates newspaper web sites from larger web publishers is that our users trust us. Newspapers are seen as trustworthy, reliable, and local. Studies have proven that users not only trust newspapers, but also their advertisers. If primary activity is centered geographically we can also provide that edge.
Larger automated advertising systems can prove problematic for many. If your advertisement isn’t working, you have no other option than to buy more impressions. With Black Press, our online team monitors your advertisements and makes adjustments to guarantee you get the impressions you paid for. We have the ability to increase the amount of times your advertisement is shown on any of our pages, and we can also work with you to utilize the right mix of web sites in our network. We also help you design your advertisements, maximizing their potential, and can combine your online ads with contests, promotions, press releases, product sampling and print campaigns.
If you are looking for a wide-flung approach to the Internet, those options are available. Be prepared to release your valuable brand to automated systems programmed to get impressions with little context. If you want a more directed plan and assurance that your advertisement is associated with quality content, consider the respected media options of Black Press. That way your marketing budget achieves its full potential and you get the attention and resources you deserve.
Learn more about the author, Scott Elliott.
Comment on this article
No one has posted a comment yet. Be the first!