• by Erik Sass , August 3, 2009

After a successful test phase at the Web site of The Houston Chronicle, Hearst Newspapers has struck a deal to introduce online "bulletin board"-style ads from PaperG at 15 of its online properties, including the San Francisco Chronicle, Albany Times Union and San Antonio Express-News. The adoption of the service promises to further democratize online display advertising on Web sites with a large amount of local traffic.

PaperG's Flyerboard service is designed to make online advertising easier and more attractive for local advertisers by allowing them to post small "flyer" ads on a virtual bulletin board alongside ads from other local businesses.

The Flyerboard -- which can resemble an actual bulletin board, complete with cork backing and "tacks" to hold up "flyers" -- usually appears as a vertical display "above the fold" on the right side of the screen. Although only a handful of ads are typically displayed at a time, users can click on a button to see all the ads posted at any particular time.

Bulletin boards devoted to specific ad categories can be paired with certain content areas on the Web site -- e.g., babysitting services next to editorial about dining and entertainment.

The advertiser interface is integrated into the virtual billboard, with a small note inviting users to post an ad. To post, users submit a simple graphic file, which is converted into an interactive ad with various kinds of online functionality, allowing viewers to share it via email and social networks, and locate businesses with online map services.

Ads can run across an array of Web sites aggregated by PaperG. Publishers set the prices for ads, which are sold on a time basis.

PaperG's Flyerboard service has also been introduced on Boston.com's Your Town site, along with about 50 other Web sites, including Parenthood.com and mtvU's College Media Network.