Advertising Resources for Local Sites: PaperG

Posted on 12. Jan, 2011 by in Revenue

Interviewed by Jennifer McFadden

Describe your product/service.
Flyerboard is a virtual bulletin board for local publishers to show interactive local ads made from flyers, posters, or other print ads.

How can PaperG help local publishers?
The Flyerboard can enable publishers and their sales reps to easily display local ads made from existing print creatives. The simple interface makes ad serving, management, and selling extraordinarily easy.

How do you simplify the process of advertising online for local businesses?
Flyerboard requires minimal materials that you likely already have on hand — such as a flyer. It makes ad space available on a fixed price basis so local advertisers and sales reps understand the pricing and value easily. It also reduces the complexity of online ad serving.

Who is currently using your product?
Hearst, Gannett, McClatchy,,, New Haven Independent and many other local publishers use our product.

How can local publishers increase revenue on their sites?
They need to be proactive and go out and sell. Being aggressive in sales is critical.

Who are your primary competitors? What value do you provide that makes PaperG a better solution?
Legacy print-to-web systems providers like Travidia are the primary competitors to Flyerboard. Our system is designed to support premium ad units and not simply take print materials and bring them online. It’s built around delivering real value to the publisher and advertisers by powering premium ad units.

What is your revenue model?
We do a revenue share depending on volume with publishers getting 70-80% and PaperG receiving 20-30%.

How does a local site implement your products?
It’s very easy to implement once an account is set up. You just use the interface to specify what size ad unit you want, what pricing, and what type of ads – then you get code to copy and paste onto your site. It takes a couple of minutes to get started.

What is your outlook for the local advertising marketplace over the next 2-5 years?
It is going to get bigger and more competitive. Being able to reduce the complexity of local online advertising will be the key to success.

Do you have any new products in your pipeline that will serve the needs
of local publishers?

PlaceLocal is an ad technology that makes display ad creation as easy as typing a business name and address into the program.

What do you see as the biggest hurdle for local advertisers? How does PaperG address this issue?
When local advertisers don’t understand the pricing or don’t have a creative ready to go, then sales come to a stop. We built our system to be simple and easy to get started with existing print creative material.

What sites do you think are effectively targeting and reaching the local market?
New Haven Independent has done a great job. The site has a high penetration of local readership and its ability to attract advertisers and get them to respond is very strong.

Victor Wong — [email protected]
See more advertising resources for local sites.

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