What Local Media Web Sites Earn: 2008 Survey

Published by: Borrell Associates Inc.

Published: May. 1, 2009 - 36 Pages

Table of Contents

Introduction

Executive Summary

Key Statistics from this report

CHAPTER 1 - The Local Online Advertising Landscape

Fig.1.1: Local Online Advertising Continues to Grow, but Headed for Slowdown

Fig.1.2: How $12.7 Billion in Local Online Advertising Was Shared in 2008

Fig.1.3: Yellow Pages Dominate the Conversion to “Multimedia” Revenues

Fig.1.4: Legacy Local Media Outpaced Local Pure-Plays in Revenue Growth

CHAPTER 2 - Local Pure-Plays: Small but (Very) Aggressive

Fig.2.1: Legacy Local Media Outpaced Local Pure-Plays in Revenue Growth

Fig.2.2: AutoTrader.com: What Auto Advertising Downturn?

Fig.2.3: Local.com’s Offering

Fig.2.4: Local.com Revenue Growth

CHAPTER 3 - Bechmarking Newspaper Web Sites

Fig.3.1: Local Newspaper Web Revenues, 2002 Through 2009

Fig.3.2: SouthSound.com-Example of an Ad-Centric Local Site

Fig.3.3: Dependence on 3 “Classifed Advertising” Categories Remains High for Newspaper Web Sites

Fig.3.4: Online Revenue per Unit of Print Circulation for Newspaper Web Sites

Fig.3.5: Benchmarking: Newspaper Sites’ Share of Local Online Adv. by Market Size, 2008

Fig.3.6: Scattergram: Newspaper Sites’ Share of Local Online Advertising by Market Size, 2008

CHAPTER 4 - Bechmarking TV Web Sites

Fig.4.1: Local TV Web Revenues, 2002 Through 2009

Fig.4.2: Sources of Online Revenue for Broadcast TV Stations, by Format

Fig.4.3: A TV Site Beat the Major Daily Newspaper in “In-Market” Unique Visitors in 22 Markets

Fig.4.4: 2008 TV Web Revenue Per TV Household and Per Station, By Market Size

Fig.4.5: Benchmarking: TV Site Share of Local Online Adv. by Market Size, 2008

Fig.4.6: Scattergram: TV Sites’ Share Of Local Online Advertising by Market Size, 2008

CHAPTER 5 - Bechmarking Radio Web Sites

Fig.5.1: Local Radio Web Revenues, 2002 through 2009

Fig.5.2: Benchmarking: 2008 Radio Web Revenue Per Station, by Market Size

Fig.5.3: Scattergram: Radio Clusters‘ Total Online Advertising Revenue by Market Size, 2008

Fig.5.4: Benchmarking: Share of 2008 Local Online Adv. for Radio Clusters, by Market Size

Fig.5.5: Scattergram: Radio Clusters’ Share of Local Online Advertising, by Market Size, 2008

Fig.4.6: Scattergram: TV Sites’ Share Of Local Online Advertising by Market Size, 2008

CHAPTER 6 - Conclusions & Recommendations

Fig.6.1: 2008 Revenue vs. Number of Salespeople, Local Sites with Revenue $50k-$40m

Appendix A: Survey Methodology

Appendix B: 2008 Ad-Spending for 211 DMAs™

Appendix C: 2009 Ad-Spending Projections for 211 DMAs™

Appendix D: Borrell Ad-Spending Methodology .

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Abstract

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