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Local Web Ads Are Sizzling For Newspapers

Newspaper-owned Web sites are taking the biggest slice of an online local ad pie that is rapidly getting bigger, says a new study by Borrell Associates. In 2007, newspaper online local ads for the first time topped more than $2 billion.

Overall, newspaper sites captured about 25% of the local online ad spend -- and in some markets, they got half the pie. It's a lot, say researchers, but not as much as a few years, when newspapers overall attracted 44% of the total spend.

Other media are not close. Broadcast TV got a 6.9% share of the overall ad spend in 2007, and local radio clusters garnered only 1% share overall, according to the study.

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