Small Businesses Have Money To Spend

According to Financial Times, small businesses in the U.S. continue to spend on advertising, but media companies are missing the boat by not catering to this growing market segment.

Spending on business to business media by companies employing more than 1,000 people will fall in total by 9.7 per cent this year, according to Outsell, the information industry research firm.
Firms with fewer than 100 staff, by contrast, expect just a 0.4 per cent contraction in their total B2B marketing spending, within which they expect their online budgets to increase by 8.2 per cent, compared with larger groups’ flat online spending.
Chuck Richard, Outsell’s vice-president and lead analyst, says publishers should offer to share their online marketing expertise with clients, helping maintain customers’ websites more efficiently than they can do alone, and by offering more online options such as e-mail marketing and vertical search.

For the record, the publisher of AdPulp will be happy to share his online marketing expertise with small business owners. And this site is an ideal B2B venue for photogs, editing houses, SEO specialists, freelancers, head hunters, publishers of business books, ad schools and marketing conferences. Our rates are low and we’re willing to work a deal for multi-month ad buys, but you need to speak up.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.