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"Local online" is the increasingly popular strategy of buying online advertising on websites that feature trusted locally relevant content—including local lifestyle sites, local newspaper.com, local radio.com and local TV.com. If you’re not already harnessing the power of local online, consider these facts:
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Local online media has already risen to $13.9 billion per year, is expected to grow even during the economic downturn, and will nearly double by 2012.
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Newspaper websites ("newspaper.com") dominate the local advertising market, with ad revenues projected to reach $3.6 billion by year end.
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The audience for newspaper websites alone grew 12% in 2008, averaging more than 67 million unique visitors each month.
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Aggregate online visitors to broadcast.com and newspaper.com sites outnumber the No. 1 trafficked national site, Yahoo!, by 29% and average 44% penetration among online users in the top 25 markets.
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Sources
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"What Local Media Sites Earn -- Annual Report," Borrell Associates, May 2009
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Nielsen Custom Online Analysis for Newspaper Associations of America, Jan. 2009
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The U.S. TV stations' delivery is based on a custom roll-up of all reportable websites with duplications removed. ComscoreMedia Metrix, March 2008.
Portal sites are reported by primary site, not parent companies. Data for "newspaper websites" provided by Nielsen/NetRatings and the Newspaper Association of America. Data for Radio: Aritron/Comscore: The Infinite Dial 2008, Radio's Digital Platforms
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Scarborough Research, 2009 | |
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