Borrell 2012 benchmarking local digital media april 2012

Benchmarking Local Online Media: 2011 Survey SummaryApril 2012 Full Survey Details Available at www.borrellassociates.com

Report Highlights Big-Picture Trends  Local media are in mediamorphosiswww.borrellassociates.com  Many still remain “medium” companies  Some are evolving into digital agencies  Yellow pages companies transitioning fastest  “Commerce” content drives more $ than “news”

Sizing the Local Advertising Sales Force How $16.4 Billion In Local Online Advertising Was Shared in 2011www.borrellassociates.com Every local media company is now offering some sort of digital product or service. Pureplay Internet companies got the majority share, but collectively “legacy” media companies controlled 54% of local digital advertising sales.Sources: SEC documents, company statements, Borrell Associates Inc., April 2012 © 2012 Borrell Associates Inc.

Top 10 Sizing the Local Advertising Sales Force Companies For Local Online Ad Revenue, 2011www.borrellassociates.com Of these companies, only one had “news & information” as its primary focus. Of the Top 20 companies, six produced mainly news & information sites.Sources: SEC documents, company statements, Borrell Associates Inc., April 2012 © 2012 Borrell Associates Inc.

Sizing the Local Advertising SalesAverage Per-Mkt. Force Ad Revenue for Local Pureplay Companieswww.borrellassociates.com Groupon dominated but gave away half of its revenue to participating businesses. Craigslist generated revenue from just 19 markets where it charged for listings. Angie’s List and Yelp, relative newcomers, were among the fastest-growing on the digital advertising scene.Sources: SEC documents, company statements, B. Riley & Co., Borrell Associates Inc., April 2012 © 2012 Borrell Associates Inc.

Sizing the Local Advertising Sales Forcewww.borrellassociates.com CONTINUED ON NEXT PAGE

Sizing the Local Advertising Sales Forcewww.borrellassociates.com

Looking for More?• Download the report at borrellassociates.com• Call us at 1-757-221-6641• Email us at info@borrellassociates.com• Follow Gordon Borrell on Twitter at @goborrell• Join LinkedIn Group: Local Advertising & Marketing Trends• Visit www.adspending.com to see how deep we can go.

Complete ad-spending data for any U.S. countywww.adspsnding.com www.adspending.com

Borrell 2012 benchmarking local digital media april 2012

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