What To Do With Now 3 Digital Bigfoots

Dramatically improving a newspaper’s Relevance might be the only way to defeat the tech giants soaking up more than six out of 10 digital ad dollars.

This just in: Amazon is beefing up its bid to make it a three-way race to the top of the estimated $200 billion digital advertising market.

And we thought outmaneuvering the two-headed monster of Google and Facebook was tough enough.

According to The Kiplinger Newsletter, which is one of my must-reads, Amazon last year raked in 12 percent of the U.S. digital ad spending. By 2023, the box-with-a-smile company is poised to take nearly 15 percent of the market, Kiplinger quotes eMarketer, a market research company.

“That year, Google is set to take 26%; Facebook…24%.”

Do the math: the Big 3 will account for 65%.

That leaves 35% for the rest of us.

It’s going to take more than attending another “How To Sell Digital” workshop for community newspapers to expand its share of digital ads.

At least the “digital advertising pie…continues to grow bigger fast.” It’s on track to top $300 billion in yearly spending by 2025.

Watch Amazon, sure. But community newspapers and their trade associations need to press harder on building up local Relevance. Be THE Community Forum, for starters.

Tom Silvestri, Executive Director, The Relevance Project

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