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Selling Ads in a Local Media Outlet: From Outreach to Retargeting Add-Ons
- Jenny Lee
- Jun 13
- 3 min read
Summary:
This step-by-step article shows local publishers (print, radio, or online news) how to approach small businesses, package their inventory, and upsell digital add-ons like retargeting, geofencing, and lead-gen landing pages.
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Running a local media business today—whether you're a small-town newspaper, a regional blog, or a niche magazine—is less about circulation and more about strategic monetization. And while pageviews still matter, the real opportunity is in selling compelling ad packages to small businesses in your area—then upselling them on digital features like retargeting, geo-targeting, and custom landing pages.
This article walks you through a full-funnel approach to local ad sales: from the first cold outreach to closing the deal—and everything in between.
Step 1. Build a List of Viable Local Advertisers
Start by identifying small businesses that serve your community and would benefit from direct exposure to your readers. These may include restaurants, salons, HVAC companies, financial planners, private schools, and real estate agents.
Use free data sources like your local chamber of commerce or Google Maps, or sales platforms like Salesfully to build your prospecting list. Segment these by type, size, and proximity.
Pro Tip: Local advertisers prefer audience relevance over reach. As explained by media strategist Douglas Karr, “Local business owners don't want 10,000 random impressions—they want 500 eyeballs that might actually walk into their store.”
Step 2. Create a Simple Yet Strategic Media Kit
Your media kit should be more than just rate cards. Include data on your audience’s demographics, past successful campaigns, newsletter open rates, social reach, and options for print + digital bundling.
Make sure to explain the ROI clearly. Use small numbers:
“For $400/month, your ad will appear in our newsletter seen by 2,100 local readers, plus 5,000 monthly website visitors.”
Step 3. Pitch With Packages, Not One-Off Ads
Don’t just sell a 1-week sidebar ad. Offer 3-tiered ad packages (e.g., Silver, Gold, Platinum) with increasing benefits:
Silver: One newsletter mention + 1 sidebar ad
Gold: Same as Silver + sponsored post + social media mention
Platinum: All of the above + retargeting ads across the web
Packaging simplifies the decision and lets you upsell without pressure.
Step 4. Upsell With Retargeting and Geo-Based Add Ons
Many local publishers now offer white-labeled digital ad tools—partnering with platforms like Broadstreet, Meta Business Manager, or the Google Display Network.
Offer these as “digital reach upgrades”:
Retargeting: Show banner ads to readers who’ve visited your site
Geofencing: Serve ads to users within a 3-mile radius of a business
Lead-Gen Landing Page: Create a simple, mobile-friendly page that tracks clicks, calls, or coupon downloads
Step 5. Offer Metrics They Actually Understand
Skip the vanity metrics like impressions. Instead, report:
Number of people who clicked
Number of coupon downloads
Total phone calls (trackable with a call-forwarding number)
Estimated walk-ins (ask the client to count new visitors)
Step 6. Stay in Touch with Education
Many small businesses are interested but hesitant. Follow up with educational emails explaining what “retargeting” means or how “native content” works. A quick screencast showing their own ad appearing on Facebook or across the web builds massive trust.
Bonus Tip: Offer a “free audit” of their current online presence—pointing out what’s missing (like no Google Reviews or bad mobile design) and how you can help with sponsored features.
Local media is still one of the most powerful trust-building platforms in any town or city. If you focus less on selling ad space and more on delivering business outcomes, you’ll win long-term clients—and better revenue margins.
Whether you’re a one-person newsletter or a small-town paper, this approach can help you monetize smarter.
Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?
Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.
Don't stop there! Create your free Salesfully account today and gain instant access to premium sales data and essential resources to fuel your startup journey.
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