Small businesses back in the local paper
The local newspaper used to be where the bakery, the florist and the hardware shop advertised. Over time, that relationship quietly broke down. Ad formats got more complex, minimum spends went up, and a boosted Facebook post was simply easier. Small local businesses drifted away — and media houses lost a natural part of their revenue base.
The challenge
Media houses were left with a gap that was frustrating in its simplicity: a loyal local readership on one side, and a community of small businesses that wanted to reach them on the other — but no product easy enough to actually work for either.
The solution
Local Offers is built around one observation: the simplest ad a local business can make is the post they're already putting on Instagram or Facebook. Local Offers captures that, shapes it into an ad unit, and puts it on the local newspaper's website automatically.
Businesses connect their social account once, add the newspaper's hashtag to their posts, and their content appears in a branded carousel on the site. No separate login. No ad creative to produce. No campaign to manage.
For the media house, it's subscription-based recurring revenue from businesses that would otherwise never buy a digital ad. For the reader, it's local content that's actually relevant — the coffee shop's daily special, the garden centre's seasonal offer, the sports club's upcoming match.
The results
Local Offers is now live across more than 120 newspapers across Scandinavia and Europe. The average number of advertisers per newspaper continues to grow. More than 90% of ads are updated by the advertisers themselves — without any involvement from the newsroom.
"Local Offers is the ideal product for our launch of new media — we generate value for readers and advertisers and it is easy to sell and manage. It is an always-on solution for local advertisers and a really good complement to the rest of the advertising business.".
Local Offers is the ideal product for our launch of new media - we generate value for readers and advertisers and it is easy to sell and manage. It is an always on solution for the local advertisers and a really good complement to the rest of the advertising business.
