Many tiny hyperlocal and community media organizations don't have ad sales employees, and their audiences aren't acceptable to regional or statewide marketers because of their size.
The Ad Lab was designed to develop an advertising network among independent media companies in New Jersey. Broadstreet forecasts that a full year of investment might yield as much as 10–15 percent profit for the network.
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MBA and Microsoft MVP for SharePoint Server, Symon Garfield, writes, “Social business has no value without purpose. If you know what you are trying to do (strategy) then that will give you the means to measure success (business case or value proposition), and that in turn will help you assess investments in social against other priorities. The starting point is strategy.”