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Publication
Easy2B - Easier and global sponsorship for local newspapers
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.2 MB | Adobe PDF |
Authors
Abstract(s)
Businesses in local communities find it difficult to expose their products and services online due to a lack of resources and knowledge. Local newspapers struggle to find effective competitive strategies to address the challenge that big companies like Facebook and Google pose on the advertising side of the market. Besides, they do not possess the required infrastructure or personnel to address these issues.
This document presents a digital platform created to help local businesses engaging their customers through local newspapers. Local businesses may create marketing campaigns and publish them on chosen local newspapers and finetune their advertising audience in an easy and simple manner. Newspapers can collect fees from these campaigns and provide readers with customized and directed campaigns from local businesses. Additionally, Região de Leiria, as the owner of the platform, can also benefit by allowing newspapers to register and use it to enable local businesses’ campaigns. Therefore, the platform allows generating revenue for these three main roles: platform owner (Região de Leiria), local businesses and local newspapers.
It was possible to achieve the prospected results, creating a platform that enables local businesses and helps them expand using advertising whilst local newspapers receive a platform to manage these businesses on a large scale and profit from their advertising on their newspapers’ websites.
In this document, I define the context, present the related work, specify the methodology used to manage this project, explain the platform's requirements, describe the implementation, and analyze the tests performed. Finally, conclusions are drawn, and future work is described.
Description
Keywords
Newspapers Local News Advertising Digital transformation Local businesses