In conjunction with the ongoing weak economic environment, the Williamsburg, Va. research company says some individual Web destinations could expect little or no growth, or even a decline next year, in local advertising dollars.
Currently, Borrell is projecting only an 8% overall growth to $13.9 billion--this after many years or double-digit and even triple-digit percentage increases in local ad budgets in previous years.
It notes that traditional forms of interactive advertising, such as banner ads, are quickly falling out of favor with local marketers.
This is not good news for big media companies, such as News Corp. and CBS Corp., which have already seen sharp declines in revenue and profits in their most recent earning periods from traditional TV ad revenue for their respective local TV stations.
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