Community papers look to online ad sales

Share this content:

Three community newspaper associations have signed on to Kaesu Inc.'sá CoolerAds service. is a network that allows national advertisers to buy ads in local papers, as well as post ads for free on a nationally aggregated site. Advertisers can place multiple ads with a single buy. The CoolerAds site also has a search option where consumers can look up individual ads.

"It's the answer to Craigslist for the local market," said Joe Nicastro, VP of Kaesu. "National advertisers want to get through to the mom and pop market, and the best way is through these local newspapers. It gives the papers an online presence, and it locks the national ads into the newspapers."

The three groups who have signed up for the service û the Mid-Atlantic Community Newspaper Association, the Free Community Papers of New England and the Independent Free Papers of America û represent more than 500 free weekly papers.

While the CoolerAds service focuses primarily on local papers, Nicastro insists that the system can handle a newspaper of any size, paid or free. The company already has 95 clients signed up and hopes to collect at least 100 more within the next 12 months.

The company has a patent pending on its display archive and is also working on a business tools package that will include audio and texting capabilities. Social networking for CoolerAds customers is also in the works.

Nicastro said that CoolerAds' edge over competitors lies in both its technology and its background.

"I worked as a publisher for over twenty years, so we understand them," he said. "Our system was built by publishers for publishers."

"We want newspapers to succeed in print as well as online," Nicastro continued. "CoolerAds is helping them get more classified revenue in print because advertisers are going to the site to put up free ads online, but it's then very easy for them to buy a print ad while they're there."


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above