A new study by vcita, The SMB Advertiser Report for Media & Publishing Companies (2025), reveals a tension in the local advertising landscape: while small- and mid-sized businesses (SMBs) value credibility and community reach from publishers, many partnerships are surprisingly short-lived.
Surveying 500 U.S.-based SMB owners, the study found that 41% of advertisers churn within one to two years, with nearly half leaving in under 12 months. The main complaint? “High costs for limited results.”
Despite this challenge, the report highlights substantial opportunities for media companies willing to evolve. Key findings include:
- 74% of SMBs currently work with a media or publishing company.
- 46% purchase website services, 35% buy ad space, and 34% invest in paid social media ads.
- 48% want publishers to offer payment collection tools, 30% seek small business consulting, and 29.6% would buy AI business tools through their media partner.
“Local publishers have a powerful advantage: they’re trusted,” said Liat Zohar, Chief Marketing Officer at vcita. “But trust alone won’t sustain growth. SMBs are asking for faster ROI and tools that simplify operations. Publishers who integrate these into their offering will cement their place as essential growth partners, not just ad sellers.”
The report positions 2025 as a pivotal year for media and publishing companies. As AI-driven and self-serve ad platforms make digital marketing more accessible for SMBs, publishers are urged to diversify revenue streams and deliver technology-enabled solutions that provide measurable value.
For example, offering integrated tools such as online payment collection, AI-powered analytics, or automated advertising solutions can help publishers retain clients longer and deepen engagement. The research suggests that media companies unable or unwilling to evolve risk losing SMBs to more agile, tech-savvy competitors.
The findings underscore a broader trend in AdTech and media: credibility and reach are no longer enough. SMBs want efficiency, measurable outcomes, and support that goes beyond traditional ad placements. Publishers that deliver on these fronts stand to capture a growing share of the local business advertising market.
