Hasta La Creative!

Many small businesses are spending less on traditional advertising and favoring new, more efficient approaches. But in some categories, like furniture, business dynamics are forcing them to slash ad expenses in order to survive.

Mom-and-pop furniture storefronts and small chains were among the biggest, most-reliable local print and TV advertisers for decades. But in recent years, competition from large companies has crushed the category. Bureau of Labor Statistics data show employment among furniture retailers has plummeted 24%, representing 140,000 jobs, since 2006.

At the same time, the top 100 grew revenue almost 10% last year, according to Furniture Today magazine. The result: A growing number of going-out-of-business sales for long-established small local furniture stores, such as New England’s oldest, C.A. Hoitt, in Manchester, N.H., which is closing after more than 100 years.

Continue reading at AdAge.com