New vcita Report Warns: 4 in 10 SMB Advertisers Leave Their Media Partners Within a Year

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Vcita Inc.

14 Oct, 2025, 16:30 IDT

ST. PETERSBURG, Fla., Oct. 14, 2025 /PRNewswire/ -- A new study by vcita, The SMB Advertiser Report for Media & Publishing Companies (2025), reveals that while small and mid-sized businesses (SMBs) continue to rely on local publishers for credibility and community reach, many partnerships are alarmingly short-lived.

The survey of 500 U.S.-based SMB owners found that 41% of advertisers churn within one to two years, with nearly half of those leaving in less than 12 months. The top reason? "High costs for limited results."

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Top goals for local advertisers when working with media/publishing companies, as per the survey results.
Top goals for local advertisers when working with media/publishing companies, as per the survey results.

Despite that challenge, the report highlights a major opportunity for growth:

  • 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 if offered 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 their 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 the industry, urging publishers to diversify revenue streams and deliver more measurable, technology-enabled value. As AI and self-serve ad platforms continue to lower the barrier to entry for SMB marketers, the report suggests that media companies must evolve or risk losing their foothold in local business advertising.

For a summary of the survey findings, read our blog.

About vcita

vcita is a technology company committed to helping small and medium-sized businesses thrive in today's digital world. The company provides AI-driven tools that empower SMBs to manage, market, and grow their businesses more efficiently.

vcita's technology is also available to enterprise organizations that serve the SMB market. InTandem by vcita is a customizable, white-label platform designed for SMB service providers such as publishers, agencies, telecom companies, and banks. It enables partners to deliver all the essential tools their SMB clients need under their own brand. With InTandem, partners can unlock new revenue streams, reduce churn, and expand their value proposition with AI.

For more information, visit intandem.vcita.com or follow us on LinkedIn.

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SOURCE Vcita Inc.