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Small Business Web Ad Dollars: Still Very Small

Hey, community newspaper publishers, daily and weekly. Listen up! You say you want to sell more ads to mom-and-pop shops? Try harder.


So says Boston Consulting Group, out with a new report that shows only 3 percent of small-business ad

dollars going online.


The numbers come from a survey conducted last fall of 550 small companies, and shouldn’t come as a

complete surprise to anyone who has watched the Web guys try to break into the market for many, many years.


With the notable exception of Groupon and other daily deal companies, most of the Internet guys like to

advertise their advertising on the Internet. And their platonic ideal for a transaction is the self-serve

model, where humans never have to talk to each other. Meanwhile, lots of traditional business still

gets done the old fashioned way, via traditional print ads, tv and radio, phone calls and feet on the street.


When small businesses do spend their money, Google still gets the most, says BCG, which ranks the

popularity of other outlets this way: “Other search engines, Yelp, Facebook, Yahoo! Local,

(formerly, Twitter, LinkedIn, and”



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