How much is your publication worth? If you’re setting value for your ad inventory based on outdated metrics, you could be selling yourself short.

When we talk about ad inventory, what we’re really talking about is the number of ads or the amount of ad space that your publication has available to sell. Most digital publishers calculate ad inventory by the month, but there’s quite a bit of flexibility in how you define it.

Since the goal is always to maximize revenue, you want to set a value for your ad inventory that’s realistic, but also optimistic. According to BIA…


Posted by: Stephanie

The business side of news isn’t discussed very often, but it plays a big role in how digital publications operate. Growing a successful advertising program means finding ways for reporters and editors to actively work alongside their colleagues in the marketing and sales departments, without crossing any journalistic boundaries.

This isn’t about reducing editorial independence or inserting paid promotions into a publication’s news coverage. It’s about finding ethically responsible and financially lucrative ways for reporters to support the advertising programs at their own publications.

The days when journalists could simply ignore the business side of news have…


The number of print newspapers in publication is dwindling, while the number of digital news outlets is on the rise. The hyperlocal publisher landscape is clearly growing but still in flux, with new challenges that publishers are finding innovative ways to overcome.

Although it’s clear that local news is playing an important role during the COVID-19 outbreak, only 14% of U.S. adults say they have paid for local news in the past year, either through subscriptions, donations, or becoming a member of a hyperlocal publication. …


How should ad sales departments operate now? Where is there work to be done? Digital publishers are seeing challenges in the year ahead, but at the same time, there have never been more opportunities for innovative publishers to thrive.

Where there’s need, publishers can fill the void. Right now, businesses need all the help they can get in promoting their goods and services. Depending on the industry, some are just looking for a way to let customers know they are open for business. …


Discover how to price your online advertising products so you can drive revenue and profit in 2020.

It’s all about balance. Local publishers who are looking to set pricing for their online advertising products can find themselves in a tough spot as they weigh the pros and cons of available pricing models. Prices that are either too low or too high can scare off potential advertisers and cost sales.

So what is the best pricing model for online advertising right now?

Rather than taking a shot in the dark, local publishers are using real life data to understand which pricing…


Like many other digital tools, customer relationship management software is constantly evolving. It’s up to local publishers, and their in-house sales teams, to stay on top of the latest developments as they navigate the marketplace in search of the very best CRMs for local digital ad sales.

Fortunately or unfortunately, depending on how you look at it, the CRM marketplace has blown up in the past few years. Digital publishers today have hundreds of CRMs to choose from, each with its own unique features, capabilities, and price points. According to analysts at Forrester Research, artificial intelligence and automation are improving…


Even if native advertising isn’t your publication’s biggest advertising product, it can still be a real revenue generator — especially for digital publishers who aren’t afraid to get creative. Publishers who seamlessly integrate sponsored content into editorial content are charging clients a premium. According to estimates by eMarketer, native advertising is expected to account for 64% of total U.S. display ad spending by the end of 2020.

Unlike calculating costs with CPM advertising, making a decision about how to price native advertising and sponsored content is much less straightforward. You don’t want to scare off potential advertisers by setting a…


One size doesn’t fit all. This essential rule in digital advertising has led to the development of the CMP, or creative management platform. With the right CMP, it’s possible to quickly pre-build multiple ads for specific audience segments.

Ad targeting requires careful and thoughtful planning, so local publishers and brand advertisers can match specific audience segments with varying ad formats. Studies show that Americans are exposed to an average of 4,000 to 10,000 ads each day.

With so much content passing through our stream of consciousness, what makes certain ads more memorable than others? Targeting is the answer. By creating…


HTML5 ads are helping online publishers increase click-through rates when compared to static banner ads. With attractive designs that can move and live within webpages, publishers are finding that HTML5 ads are more subtle and effective than traditional banner ads.

In the early days of display advertising, designers frequently built Flash-based ads when they wanted to include animations in their designs. Sure, Flash ads gave designers the opportunity to be creative. But they were also clunky, and they weren’t always 100% secure. Those issues led some publishers to look beyond Flash and standard static ads. …

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