Still, the local market is attractive for big and small media alike. Local advertisers continue to move their money to the Web, and online news will certainly be a prominent recipient of those dollars. By 2014, one-quarter of all local ad spending will go online, according to BIA Kelsey. Note that “local” in this context does not just mean mom-and-pop operations. It also refers to things like advertising from University football programs or graduate degrees, or regional advertising for national retailers, or local auto dealers which are part of manufacturers’ network.
Traditional media advertising, meanwhile, will remain relatively stagnant, growing just 1% this year. BIA Kelsey estimates local online advertising spending will grow 15.1% in 2010, reaching $17.5 billion. By 2014, the research firm expects local online ad spending will reach 36.7 billion.
Enter AOL, who will try to sidestep sinking local organizations by ordering an army of journalists to create and collect content for its own hyper-local sites, along with the many neighborhood-centric news sites it chooses to partner with
No comments:
Post a Comment