Big Idea: The Inevitable Return Of The Free Ad Initiative

Several months ago, after reading a blog post on TechCrunch about why internet advertising is failing, I decided to try an experiment. What if, instead of charging local businesses for ads, I just gave them away?

After all, the site wasn’t generating enough traffic at the time to justify charging anyone to advertise (it arguably gets enough now, but only just), and I really didn’t feel like setting up all the stuff I’d need to in order for the site to function like a real business. But local ads are important, and I really wanted something in those little banner spaces other than Google ads.

So, I gave it a shot. The result was an experiment called The Spartanburg Free Ad Initiative, which gave free ads to (almost) anyone who asked, provided they were based in Spartanburg County and provided the ad themselves.

The experiment lasted only a few months, just to see what would happen, and ended on Aug. 1. We had perhaps two-dozen participants in the initial batch — it surely would have been more if I’d promoted the idea beyond a few posts on the site itself — and I think it generally improved the feel and local character of the site.

But after it ended, I wasn’t sure what to do next. It worked as a proof-of-concept, but what would keeping it around do to help the site? And the participation wasn’t exactly overwhelming, which made me concerned about moving towards a model where the Spark actually tried to sell ads. If we couldn’t give these things away, would it be worth the effort to try and sell them? It was a cool idea, but I couldn’t see how to make it work.

That was my thinking until we started the donation-based Gold member program, which came into existence specifically to help offset the costs our domain-name renewals. A new variation of the Free Ad Initiative came into place.

What if the ads were still completely free, but we encouraged people who submitted the ads to donate what they thought the ad itself was worth? They wouldn’t have to — the ad runs either way — but it would be a nice gesture, and a good way of keeping the site running, and therefore allowing their ad to continue being seen. Would that change the dynamic?

I launched the information page earlier today, and I’ve already received several inquiries and one donation. The program has made more money for the Spark in the last six hours than the last month of Google ads. That’s pretty cool.

Which brings me to today’s Big Idea: The New Free Ad Initiative. Generally, the Big Idea posts are brainstorming sessions about big local topics, but in this case, I’d like to do something more site specific, as the overall goal of the Free Ad Initiative is to get local businesses thinking about using online advertising and marketing, specifically when they’re too small to really have an advertising budget.

What I’m thinking is something along the lines of a Frequently Asked Questions (FAQ), where I can clarify muddy points on the FAI’s page.

So, let’s hear some questions, as well as related ideas and concerns about the FAI.