Our latest survey of local advertisers shows just what they’re thinking about upcoming budgets – and how much they’re focusing on all things digital. The highlights are from Borrell’s ongoing surveys of SMBs and offer fascinating insights into what’s about to happen in local marketing.
After years of decline, Real Estate is finally on the rebound. It’s shaping up to be a $27.3 billion category, up nearly 10% from 2012. Our annual review of advertising and marketing trends takes a deep dive into how this category has been reshaped over the past 15 years. The big headlines: Spending on newspapers is no longer declining, spending on homes magazines is up 30%, and online ad spending – while up nearly 17% this year – is likely to begin flat-lining soon.
Wrenching changes in automotive advertising are forging a new landscape for local media. Broadcast media and newspapers are losing more ground, while online and direct mail are on the rise. Our annual report examines the underpinnings of those changes. It tracks historical shifts in automotive spending across each media type and issues forecasts for up to five years.
Having digital-only sales rep on staff lifts attitudes, increases understanding of digital products and increases digital revenues for traditional media companies. But competition is stiff to hire digital reps: Pureplay companies are offering 50% more base pay than traditional media companies. That’s the conclusion of our latest survey of 220 sales executives at radio, TV, newspaper, yellow pages and pureplay companies. Hiring of digital-only reps is back on the upswing, with 62% of media companies reporting that they have at least one on staff – up from 48% in 2011.
Annual Analysis: Benchmarking Local Online Media Who's enjoying the biggest share of the $24 billion spent online by local businesses this year? This 50-page annual report includes 37 charts and graphs chronicling what's happening in local media's quest to conquer the digital frontier. It includes details not only revenues but also profitability for more than 6,000 Internet pureplay companies and traditional media digital ventures.