Introduction
Staying relevant with your advertisers doesn’t take a huge budget or complex campaign it just takes consistency. Local businesses are constantly pulled in different directions, and if you’re not in front of them, they’re likely to forget you exist. This doesn’t mean you need to send 20 emails a month. You just need to build a rhythm of small, thoughtful touchpoints that reinforce your value over time.
Here are five actionable ways to stay top-of-mind with your advertisers without coming across as salesy or spammy.
1. Send Automated, Branded Monthly Emails
Email is still one of the most effective ways to stay in touch with your advertisers. But most publishers don’t send them consistently. Why? Because it’s time-consuming to write, design, and schedule every single month.
That’s where automation comes in.
Use email automation to:
- Share upcoming issue dates
- Highlight successful advertiser stories
- Introduce seasonal specials or limited-time packages
- Celebrate local business milestones (e.g., anniversaries)
Tip: Make sure your emails are branded to your publication so they feel official, not outsourced.
2. Reach Out with Personal Text Messages
Texting isn’t just for friends anymore. Smart businesses use SMS to quickly grab attention and you should too. A well-timed message feels personal and effective.
Use SMS to:
- Let advertisers know about deadlines
- Check if they want to reserve a spot
- Follow up after a published ad
Sample text:
“Hey Mike! Just a heads up our July issue is nearly full. Want to hold your usual spot?”
Why it works: It’s casual, timely, and non-intrusive.
3. Highlight Advertisers on Social Media
Everyone loves a public shout-out. By tagging your advertisers in posts, resharing their content, or creating “Advertiser Spotlights,” you reinforce their decision to work with you and build deeper connections.
Try this:
- Weekly “Advertiser of the Week” feature
- Repost their promotions or events
- Tag them in photos from your latest issue
Bonus: This increases visibility for both of you and shows you’re engaged in the community.
4. Send Quarterly Check-Ins (Without Pitching)
Sometimes, staying top-of-mind just means being human. A quarterly check-in with no sales pitch can actually lead to more sales because it builds trust.
Message Example:
“Hi Sarah, hope everything’s going great at the shop! Just checking in to see how business is and if you’re planning any spring promotions.”
This invites conversation and shows you care without the pressure of a hard sell.
Tip: Use Working Napkin to schedule these ahead of time so they don’t fall through the cracks.
5. Make Them Look Good in Your Content
Go beyond the ad placement. Feature advertisers in editorial or promotional content:
- Add them to your “local favorites” list
- Interview them for a business spotlight
- Mention them in relevant articles
This adds value beyond the ad and makes their business feel genuinely supported.
Example:
“Need your AC tuned up before summer? We trust our friends at CoolPro Heating & Air, who’ve supported the magazine for 4 years.”
Result: They’ll associate your publication with community, loyalty, and results.
Final Thoughts: It’s About Frequency, Not Force
You don’t need to be everywhere, all the time. You just need to be somewhere, consistently. These strategies help you maintain visibility, deepen trust, and drive repeat ad sales without adding stress to your day.
By using automated tools, pre-built content, and a smart outreach strategy, you become a steady presence in your advertisers’ world just like they are in yours.
🔗 Want to make this even easier? Try Working Napkin today and automate your advertiser outreach.
