Borrell Associates, Inc

Every year Borrell Associates gathers data from over 3,100 local media Web sites. By combining the information with our WebAudit™ estimates of online ad spending for each market, we are able to get a market-by-market glimpse at how well these local sites are competing with the pure-play Internet companies for local ad dollars.

Newspaper sites have remained dependent on classified verticals.

In 2005, the average newspaper Web site generated half its Web revenues from help-wanted advertising.

In 2006 that figure slipped to 46 percent as many sites saw their recruitment revenues go flat or negative in response to competitive pressure. Print recruitment advertising has declined for two years. Nevertheless, newspapers remain heavily dependent on real estate, automotive and recruitment advertising.

Most traditional media outlets are not even targeting the highest local online ad spenders in their markets.

Are you uncovering all the new ad revenue opportunities in your community? Are you targeting the right businesses? Are you offering the right ad products?

Learn where to look for new business and how to develop a plan and Web site to capitalize on these opportunities.

Online promotions, including the revitalized and expanded practice of marketing public relations, were an $8 billion category in 2007. We expect it will nearly triple over the next five years to $22.8 billion, surpassing all other online advertising categories.

Many newspaper managers have embraced the idea of “convergence” as a way to deliver content and sales to both the print and online platform. However, there is no evidence to show that combined staffs can achieve a significant share in both media – and no evidence throughout time that this concept has ever worked in other cross-platform sales in broadcast, print, cable, or direct mail.

This webinar features data from Borrell's recent report, "Say Goodbye to Yellow Pages," and discussed what types of small businesses are spending the most -- and how much they're spending. Topics also include training and compensation for sales staffs, cross-media sales training, rates, and telemarketing sales opportunities.

How does your Web site present itself? Is it achieving your goals while adhering to accepted user interface and site architecture fundamentals? Make your Web site look great and achieve business and marketing goals with this Webinar.

The Internet is difficult enough for traditional media companies to understand. But think about the poor local advertiser. A major opportunity exists to demystify the Internet for local businesses and to educate them in a way that gains their trust – and eventually their advertising dollars.

Borrell Associates frontline and fact-grounded researchers have actively studied one of the hottest ad products on the Internet – local online video. If you seek unprecedented insight into one of the best sources of traffic and revenue for your Web site, this Webinar is it!