Online Ad Platform Launches For Community Newspapers
The Mid-Atlantic Community Newspaper Association, the Free Community Papers of New England and the Independent Free Papers of America still need to get their individual members on board, but Kaesu cofounder Joe Nicastro said that more than 50 papers are already participating.
Nicastro said Kaesu will sell national ads in the network, with the papers using the platform as a turnkey solution for local and regional sales. In addition to newspapers' own branded Web sites, such as that of typical Kaesu client the Mt. Olive News, consumers nationwide can also access and search CoolerAds.com itself.
While CoolerAds.com focuses on weekly community papers, Nicastro noted that "we can handle any size paper."
"One feature of the platform is the ability for visitors to place classified ads online and in print, in multiple newspapers, with one buy," Nicastro said. "With the market for print and online classifieds easily surpassing $20 billion annually, we have the opportunity to build a strong business helping publishers retain and grow their portion of the local ad market."
Community papers are perhaps a sleeping giant on the online ad scene. Before launching CoolerAds.com, Kaesu's focus was predominantly on building Web sites for that industry. Nicastro estimates the total number of community papers nationwide at 10,000.