Benchmarking Local Online             Media: 2011 Survey SummaryApril 2012   Full Survey Details Available at www.borrella...
Report Highlights                                 Big-Picture Trends                             Local media are in media...
Sizing the Local Advertising Sales Force                                                          How $16.4 Billion       ...
Top 10                            Sizing the Local Advertising Sales Force              Companies                         ...
Sizing the Local Advertising SalesAverage Per-Mkt.                                                               Force    ...
Sizing the Local Advertising Sales Forcewww.borrellassociates.com                                             CONTINUED ON...
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@borrell...
Complete ad-spending                     data for any U.S. countywww.adspsnding.com                     www.adspending.com
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Borrell 2012 benchmarking local digital media april 2012

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The following slides are samples of from Borrell’s
43-page annual benchmarking report, released April 3, 2012. The report details local media companies’ rush toward digital dollars via Borrell’s survey of online revenue from 5,756 local media properties in the U.S. and Canada.
For more information go to: www.borrellassociates.com

Published in: Business, News & Politics
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Borrell 2012 benchmarking local digital media april 2012

  1. 1. Benchmarking Local Online Media: 2011 Survey SummaryApril 2012 Full Survey Details Available at www.borrellassociates.com
  2. 2. 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”
  3. 3. 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.
  4. 4. 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.
  5. 5. 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.
  6. 6. Sizing the Local Advertising Sales Forcewww.borrellassociates.com CONTINUED ON NEXT PAGE
  7. 7. Sizing the Local Advertising Sales Forcewww.borrellassociates.com
  8. 8. 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.
  9. 9. Complete ad-spending data for any U.S. countywww.adspsnding.com www.adspending.com

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