How One Tool is Helping Small Publishers Go Digital OwnLocal is helping traditional newspapers rewrite the future.
By Jason Ankeny Edited by Frances Dodds
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It's not breaking news that newspapers are in serious trouble. Their circulation across North America has fallen 17 percent over the last five years, and while some of the largest daily publications have offset declining print sales with digital gains, the majority of smaller, independently owned local outlets have struggled to make the transition from printed page to web page.
That's where OwnLocal comes in. The Austin, Texas-based software developer and service provider delivers white-label solutions such as the print-to-digital advertising conversion tool AdForge, which enables small-town publishers to seamlessly translate their efforts to computer screens and mobile devices. AdForge automatically indexes every word of the ad copy to boost search engine optimization (SEO), introduces interactive content like maps and directions, integrates social media sharing and delivers comprehensive analytics data. It even adds old-school flavor: AdForge makes it easy for consumers to print out ads and coupons for real-world redemption.
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