The Future of Print

Study: Newspapers Halt Local Online Advertising Share Decline

Posted in Boom by futureofprint on May 1, 2009

NEW YORK Have newspaper Web sites turned the corner with local online ad spending?

A new report from Borrell Associations found that for the first time since the research firm started tracking local online ad revenue share in 2001, the big pure play companies lost ground. Furthermore, newspapers, which have been losing share since 2005, finally halted the decline in 2008.

Newspaper accounted for 26.4% of local online dollars in 2008, down slightly from 26.9% in 2007 while pure-play companies such as Yahoo and Google, lost 2.1% of its local online share to 47.6%.

Borrell suggests that the “feet-on-the-street” sales teams, an estimated 98,000, are giving newspapers an edge over Internet-only sites. The firm forecasts that the local sales teams of newspapers will grow 30% in 2009 compared to 2008.

Borrell analysts anticipate that newspapers will increase online revenue almost 6% in 2009.

via Study: Newspapers Halt Local Online Advertising Share Decline.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: