I don’t think that I would get too much pushback for saying that I think that newspaper advertising is a bit of a waste of time for any small businesses today. To start, not many people actually still pick up a hardcopy newspaper and read through it the way they used to. With the advent of news broadcasting via TV, newspapers were already in serious trouble, but today 74% of Gen Z and 68% of millennials get their news on social media, threatening both print media outlets and even broadcast news agencies alike.
The point is that along with the death of newspaper readership there is an obvious correlation with the decline in newspaper advertising efficacy. In the same way that short form news stories can easily be digested in a more engaging way on social media, advertising also has none of the restrictions online that it has in print.
“Smart brands don’t just ride trend shifts. They start them.” – Ann Handley
Print advertising only has one dimension, it is boring, not to mention the fact that its overall efficacy just can’t be tracked in the same way that online advertising campaigns can be. Social media on the other hand really has no limitations, you can post webinars about your products and business, latch on to the latest short form video trends, run a miniseries on what it takes as a small business owner to build something meaningful and any number of other options to help promote your brand. Your only limitation is your imagination.
Viewing social media in this light, or rather online advertising in general, reminds us of just how dynamic and engaging it can be.
Emma Chamberlin is a perfect example of how powerful branding on social media can be. As of May 2025, Chamberlin Coffee is estimated to be worth 20 million dollars. This is a brand built entirely off of Emma’s personal image and fame online. I would like to say that Emma Chamberlin’s success as a result of her online presence is even somewhat unique, but it isn’t. Creators all over the world are leveraging digital media platforms to promote their brands on a scale we have never seen before.
“Content is fire, social media is gasoline.” – Jay Baer
The question then becomes, how is it that with all of this power at your fingertips do business owners today continue on down the path of newspaper advertising? I don’t actually mean newspaper advertising in a literal sense but the social media equivalent of it.
What does your business look like online? If I had to guess you would probably be posting once or twice a week and your schedule would have the following posts in rotation: high quality product photo, photo of the team, graphic advertising some kind of sale or event that you are vaguely a part of. Is this not just the equivalent of newspaper advertising?
I think that 90% of the content small business owners are putting out on social or digital media platforms could just as easily be displayed in a newspaper advert without anyone being shocked. How is it that we now have the easiest access to some of the greatest tools for video content production, short form content etc. and we still put out little graphics that could easily sit upon a page of your local newspaper?
The irony is palpable. We’ve abandoned traditional newspaper advertising only to recreate it in digital form. This approach completely misses the transformative potential of modern media platforms. The static, one-dimensional content that businesses continue to produce might as well be printed on newsprint and stuffed into mailboxes.
What’s even more frustrating is that the tools to create dynamic, engaging content have never been more accessible. Smartphones today have better video capabilities than professional equipment from just a decade ago. Editing apps are intuitive and powerful. The barriers to creating truly engaging content have all but disappeared.
Yet most businesses approach social media with the same mindset they approached newspaper advertising: create something visually appealing, include your logo, add a call to action, and hope for the best. This strategy ignores the interactive nature of social media platforms and the expectations of modern consumers.
“Social media is not about the exploitation of technology but service to community” – Janet Fouts
Today’s audiences don’t want to be talked at; they want to be engaged with. They don’t want polished, corporate messaging; they want authenticity and personality. They don’t want to be sold to; they want to be part of a community.
Small businesses have an incredible advantage in this new landscape. Unlike large corporations bound by rigid brand guidelines and approval processes, small businesses can be nimble, authentic, and personal. They can show the faces behind the brand, share the day-to-day realities of their work, and build genuine connections with their audience.
The businesses that understand this shift are thriving. They’re creating content that feels native to the platforms they’re using. They’re participating in trends and conversations. They’re showing personality and humanity. Most importantly, they’re thinking of social media not as a billboard or newspaper ad but as a two-way conversation.
So next time you’re planning your social media content, ask yourself: “Could this just as easily be a newspaper ad?” If the answer is yes, it might be time to rethink your approach. The power of digital platforms isn’t in recreating old media in new spaces; it’s in embracing new possibilities for connection, engagement, and community building.
The death of newspaper advertising should be celebrated as an opportunity, not mourned as a loss. We now have tools at our disposal that previous generations of business owners could only dream of. Let’s stop using them to recreate the past and start using them to build the future.
What am I reading?
Curious to see what I’m reading this week? That’s easy, I’ve attached a copy of the book’s details down below. If you’re looking at getting into reading yourself, that might not be as easy. If you want a hand, you can download our free Think Big Reading List right here
The Fall
Albert Camus
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~ Nick
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