The Struggle and Strength of Local Journalism Local newsrooms are under pressure. Print revenue is shrinking, subscribers are hard to win, and big platforms soak up most digital ad budgets. Yet despite this, many local publishers are not just surviving—they’re finding new ways to earn online. Thanks to smarter ad tools, even small-town news sites can tap into digital ad dollars, fund their operations, and stay independent. The secret? Understanding how to use ad servers and exchanges in a way that suits their mission. Why Local Matters to Advertisers Global brands love scale—but they also love relevance. And there’s nothing more relevant than local. From regional banks to national fast food chains targeting certain cities, local ad impressions have real value—especially when paired with trustworthy journalism. Local publishers offer community trust, brand-safe environments, and niche audiences. These are exactly the kinds of placements advertisers are hungry for. Ad exchanges...
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