Display advertising allows newsrooms to keep costs low (or free) for their communities. Here are some resources and tips for implementing and selling advertising effectively.
Free ad management platform and 1:1 support
LINA members have free access to Broadstreet, an ad manager built for publishers to help book and manage advertising campaigns. LINA can provide free 1:1 implementation support to assist in installing this on your digital platforms (e.g. website and newsletters). Book a meeting with LINA Tech Manager Adrian O’Hagan to get started.
Audience trust and editorial integrity
To maintain audience trust and editorial integrity, it’s important to clearly label any paid content—especially ‘advertorial’ style pieces that might not be obviously promotional. Use these editorial standards as a guide to keep your content transparent and credible.
Types of advertising
Here are some different forms of advertising you can try.
Advertising sales and media kits
“Businesses only want to advertise in print publications, not online” is something we hear a lot from LINA newsrooms. Sometimes it can take some work to convince advertising clients that digital advertising can be equally, if not far more effective than print. Here are some media kit templates and other resources to help you sell digital advertising.
Campaign strategy and design
For publishers that support advertising clients with campaign strategy and design, IAB Australia has some resources that may be helpful. This case study library has ideas around reporting and storytelling about campaign success (useful for selling to new clients), and you can find training programs and other resources and reports to guide your campaigns.