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Latest Paper to Mention in

Smart Speakers: The Next Big Revolution Webinar Recording

Borrell Associates teamed up with two of the foremost experts in the radio industry to offer a unique look at how new in-home technologies such as Amazon Echo and Google Home are affecting radio listening and opening up new opportunities. CEO, Gordon Borrell, is joined by radio industry executive Steve Goldstein of Amplifi Media and well-known industry researcher Fred Jacobs. You'll hear insights from Jacobs Media’s Techsurvey13 and other critical data about new listening patterns and new devices. The webinar covers explosive growth in podcasting, and how the mobile phone has begun displacing the old-standby clock radio.



At $37.4 billion this year, Automotive Advertising remains the largest ad segment in the nation. It's up 3.2% this year, but all the growth is coming from local dealers. Our annual report documents trends in ad spending across all tiers of the car-sales chain.



At $37.4 billion this year, Automotive Advertising remains the largest ad segment in the nation. It's up 3.2% this year, but all the growth is coming from local dealers. Our annual report documents trends in ad spending across all tiers of the car-sales chain.



At $37.4 billion this year, Automotive Advertising remains the largest ad segment in the nation. It's up 3.2% this year, but all the growth is coming from local dealers. Our annual report documents trends in ad spending across all tiers of the car-sales chain.


Free for Subscribers | Automotive

Local media’s digital efforts have evolved into a competitive $12 billion industry, representing an 18% share of all locally spent digital advertising. Newspaper, TV, cable, radio, and yellow page companies are driving tens to hundreds of millions of dollars via digital ad sales. For many, it’s one-fourth to one-third of total sales; for some, it’s more than half. This insightful 44-page report is our 15th annual assessment of how large these operations are getting, who’s gaining ground, and who’s losing.


Free for Subscribers

Local media’s digital efforts have evolved into a competitive $12 billion industry, representing an 18% share of all locally spent digital advertising. Newspaper, TV, cable, radio, and yellow page companies are driving tens to hundreds of millions of dollars via digital ad sales. For many, it’s one-fourth to one-third of total sales; for some, it’s more than half. This insightful 44-page report is our 15th annual assessment of how large these operations are getting, who’s gaining ground, and who’s losing.


Free for Subscribers

Local media’s digital efforts have evolved into a competitive $12 billion industry, representing an 18% share of all locally spent digital advertising. Newspaper, TV, cable, radio, and yellow page companies are driving tens to hundreds of millions of dollars via digital ad sales. For many, it’s one-fourth to one-third of total sales; for some, it’s more than half. This insightful 44-page report is our 15th annual assessment of how large these operations are getting, who’s gaining ground, and who’s losing.


Free for Subscribers

Local media’s digital efforts have evolved into a competitive $12 billion industry, representing an 18% share of all locally spent digital advertising. Newspaper, TV, cable, radio, and yellow page companies are driving tens to hundreds of millions of dollars via digital ad sales. For many, it’s one-fourth to one-third of total sales; for some, it’s more than half. This insightful 44-page report is our 15th annual assessment of how large these operations are getting, who’s gaining ground, and who’s losing.


Webinars

Local media’s digital efforts have evolved into a competitive $12 billion industry, representing an 18% share of all locally spent digital advertising. Newspaper, TV, cable, radio, and yellow page companies are driving tens to hundreds of millions of dollars via digital ad sales. For many, it’s one-fourth to one-third of total sales; for some, it’s more than half. This insightful 44-page report is our 15th annual assessment of how large these operations are getting, who’s gaining ground, and who’s losing.


Free for Subscribers

Local media’s digital efforts have evolved into a competitive $12 billion industry, representing an 18% share of all locally spent digital advertising. Newspaper, TV, cable, radio, and yellow page companies are driving tens to hundreds of millions of dollars via digital ad sales. For many, it’s one-fourth to one-third of total sales; for some, it’s more than half. This insightful 44-page report is our 15th annual assessment of how large these operations are getting, who’s gaining ground, and who’s losing.


Free Summaries

Local media’s digital efforts have evolved into a competitive $12 billion industry, representing an 18% share of all locally spent digital advertising. Newspaper, TV, cable, radio, and yellow page companies are driving tens to hundreds of millions of dollars via digital ad sales. For many, it’s one-fourth to one-third of total sales; for some, it’s more than half. This insightful 44-page report is our 15th annual assessment of how large these operations are getting, who’s gaining ground, and who’s losing.


Free for Subscribers

We’ve picked up on new trends at the local level as advertisers react to a new economy and to concerns about digital advertising. This 30-minute webinar previews responses from more than 1,000 local advertisers surveyed over the past four weeks.


Special Webinars | Webinars

Maybe you haven't heard of script bunnies, pixel stuffing, or domain spoofing, but they -- and dozens of other digital fraud -- are sapping big bucks from local publishers. How big is the problem? This 34-page, one-of-kind report buttons it down, gauging the impact of fraudulent digital advertising in each of more than 500 local U.S. markets.


Free for Subscribers

Maybe you haven't heard of script bunnies, pixel stuffing, or domain spoofing, but they -- and dozens of other digital fraud -- are sapping big bucks from local publishers. How big is the problem? This 34-page, one-of-kind report buttons it down, gauging the impact of fraudulent digital advertising in each of more than 500 local U.S. markets.


Digital Services

Maybe you haven't heard of script bunnies, pixel stuffing, or domain spoofing, but they -- and dozens of other digital fraud -- are sapping big bucks from local publishers. How big is the problem? This 34-page, one-of-kind report buttons it down, gauging the impact of fraudulent digital advertising in each of more than 500 local U.S. markets.


Free for Subscribers | Reports | Digital Services

Local franchise operations can be perplexing to media companies and ad agencies. Some spend millions on local advertising, while others ride along on national brand campaigns and don't spend a penny locally. This report, based on our survey of 500 franchises, examines what they're spending, where they're spending it, and how that's changing.


Free for Subscribers

Local franchise operations can be perplexing to media companies and ad agencies. Some spend millions on local advertising, while others ride along on national brand campaigns and don't spend a penny locally. This report, based on our survey of 500 franchises, examines what they're spending, where they're spending it, and how that's changing.


Reports | Free for Subscribers

Local franchise operations can be perplexing to media companies and ad agencies. Some spend millions on local advertising, while others ride along on national brand campaigns and don't spend a penny locally. This report, based on our survey of 500 franchises, examines what they're spending, where they're spending it, and how that's changing.


Free for Subscribers

Local franchise operations can be perplexing to media companies and ad agencies. Some spend millions on local advertising, while others ride along on national brand campaigns and don't spend a penny locally. This report, based on our survey of 500 franchises, examines what they're spending, where they're spending it, and how that's changing.


Free for Subscribers

Local franchise operations can be perplexing to media companies and ad agencies. Some spend millions on local advertising, while others ride along on national brand campaigns and don't spend a penny locally. This report, based on our survey of 500 franchises, examines what they're spending, where they're spending it, and how that's changing.


Free for Subscribers | Reports

This 23-page report examines who's advertising on Facebook and why. It offers insights from a survey of 4,697 local businesses that are buying Facebook ads, gauges the level of spending market-by-market, and identifies where all the money is coming from.



Day 2 Presentations for LOAC 2017 (please note some presentations are not available).


LOAC 2017 Presentations

Day 1 Presentations for LOAC 2017 (please note some presentations are not available).


LOAC 2017 Presentations

This 23-page report examines who's advertising on Facebook and why. It offers insights from a survey of 4,697 local businesses that are buying Facebook ads, gauges the level of spending market-by-market, and identifies where all the money is coming from.


Social Networking

This 23-page report examines who's advertising on Facebook and why. It offers insights from a survey of 4,697 local businesses that are buying Facebook ads, gauges the level of spending market-by-market, and identifies where all the money is coming from.


Social Networking

This 23-page report examines who's advertising on Facebook and why. It offers insights from a survey of 4,697 local businesses that are buying Facebook ads, gauges the level of spending market-by-market, and identifies where all the money is coming from.


Social Networking

This 23-page report examines who's advertising on Facebook and why. It offers insights from a survey of 4,697 local businesses that are buying Facebook ads, gauges the level of spending market-by-market, and identifies where all the money is coming from.


Social Networking | Free for Subscribers

While it wasn't the bounty many expected, 2016 was still a record year for political advertising. Our 14-page report takes a look at how last year's $9.8 billion was spent, and more importantly what changed. It also addresses the all-important question: Have things changed forever?


Free for Subscribers | 2016 | Political

Social Media is transitioning from a "mostly free" to "mostly purchased" marketing tool. Today, 85% of local advertisers have a presence, and the vast majority of them are now buying their way into the social stream with advertisements. This 26-page report profiles who's participating in social media, who's buying, who's suffering, and which platforms are most popular.


Free for Subscribers

Social Media is transitioning from a "mostly free" to "mostly purchased" marketing tool. Today, 85% of local advertisers have a presence, and the vast majority of them are now buying their way into the social stream with advertisements. This 26-page report profiles who's participating in social media, who's buying, who's suffering, and which platforms are most popular.


2016 | Free for Subscribers | Social Networking

TV advertisers are feeling pretty good about TV these days, but they're also feeling pretty good about digital media -- particular social media. What's about to change with these big spenders? This report lays it out -- from what they plan to cut, what they'll increase, how much they're spending, and how they feel about TV reps.


Free for Subscribers

TV advertisers are feeling pretty good about TV these days, but they're also feeling pretty good about digital media -- particular social media. What's about to change with these big spenders? This report lays it out -- from what they plan to cut, what they'll increase, how much they're spending, and how they feel about TV reps.


Free for Subscribers

TV advertisers are feeling pretty good about TV these days, but they're also feeling pretty good about digital media -- particular social media. What's about to change with these big spenders? This report lays it out -- from what they plan to cut, what they'll increase, how much they're spending, and how they feel about TV reps.


Free Summaries

TV advertisers are feeling pretty good about TV these days, but they're also feeling pretty good about digital media -- particular social media. What's about to change with these big spenders? This report lays it out -- from what they plan to cut, what they'll increase, how much they're spending, and how they feel about TV reps.


Free for Subscribers | 2016

LOAC West 2016 Day 2 Presentations (Note that not all presentations are made available).


LOAC West 2016 Presentations

Day 1 Presentations for LOAC West 2016 (please note some presentations are not available).


LOAC West 2016 Presentations

At $26.8 billion, Real Estate is one of the largest local advertising categories. And it's the first (and only category thus far) to see a scale-back of digital advertising. Our annual report details what's happening across all four categories - agents/brokers, rental managers, mortgage providers, and developers.


Free Summaries

At $26.8 billion, Real Estate is one of the largest local advertising categories. And it's the first (and only category thus far) to see a scale-back of digital advertising. Our annual report details what's happening across all four categories - agents/brokers, rental managers, mortgage providers, and developers.


Free for Subscribers

At $26.8 billion, Real Estate is one of the largest local advertising categories. And it's the first (and only category thus far) to see a scale-back of digital advertising. Our annual report details what's happening across all four categories - agents/brokers, rental managers, mortgage providers, and developers.


Free for Subscribers | 2016 | Real Estate

For our monthly panel of local business managers, we asked several questions about the Presidential candidates. Who would be best for small businesses? Will the election outcome have a bearing on small businesses? Will your advertising and marketing budgets be impacted? The results might surprise you... then again, they may not. This 5-page report is being made available exclusively to subscribers.


Free for Subscribers | 2016 | Political | SMB

New vehicle sales are slowing and the ad spending is changing. The auto industry is a leader in digital marketing and that trend will continue. And why not? 3 out of the 5 top sources for leads are digital in nature, according to local auto dealers. As the focus on digital continues, the auto industry is beginning cull the weakest media from their budgets and keeping those that complement their digital initiatives best. If a traditional media company chose to focus on digital, that bet could soon pay off.



New vehicle sales are slowing and the ad spending is changing. The auto industry is a leader in digital marketing and that trend will continue. And why not? 3 out of the 5 top sources for leads are digital in nature, according to local auto dealers. As the focus on digital continues, the auto industry is beginning cull the weakest media from their budgets and keeping those that complement their digital initiatives best. If a traditional media company chose to focus on digital, that bet could soon pay off.


Free Summaries

New vehicle sales are slowing and the ad spending is changing. The auto industry is a leader in digital marketing and that trend will continue. And why not? 3 out of the 5 top sources for leads are digital in nature, according to local auto dealers. As the focus on digital continues, the auto industry is beginning cull the weakest media from their budgets and keeping those that complement their digital initiatives best. If a traditional media company chose to focus on digital, that bet could soon pay off.


Free for Subscribers | 2016 | Automotive | Classifieds | 50% Off Papers

What a great time to be in the Outdoor Advertising industry. Unlike its legacy-media brethren, outdoor remains insulated from digital disruption -- in fact, it's been bolstered by it. Outdoor advertising has grown 77% over the past half-dozen years, with no end in sight to the good times. This comprehensive 25-page report examines a fascinating, growing $7.5 billion category that includes billboards, transit signs, and a plethora of ads in sports arenas, shopping malls, gas pumps, and even bathrooms.



What a great time to be in the Outdoor Advertising industry. Unlike its legacy-media brethren, outdoor remains insulated from digital disruption -- in fact, it's been bolstered by it. Outdoor advertising has grown 77% over the past half-dozen years, with no end in sight to the good times. This comprehensive 25-page report examines a fascinating, growing $7.5 billion category that includes billboards, transit signs, and a plethora of ads in sports arenas, shopping malls, gas pumps, and even bathrooms.


Free Summaries

What a great time to be in the Outdoor Advertising industry. Unlike its legacy-media brethren, outdoor remains insulated from digital disruption -- in fact, it's been bolstered by it. Outdoor advertising has grown 77% over the past half-dozen years, with no end in sight to the good times. This comprehensive 25-page report examines a fascinating, growing $7.5 billion category that includes billboards, transit signs, and a plethora of ads in sports arenas, shopping malls, gas pumps, and even bathrooms.


Free for Subscribers | 2016 | 50% Off Papers

Businesses have spent the past decade staking their digital claims and are now entering a new marketing phase: building the equivalent of SIMs villages. They're slowing down expenditures on things such as hosting, site design, and ad-management fees and have begun plowing billions into SEO, mobile media, and social media management. This 42-page report includes spending forecasts to 2020. It is the deepest dive you'll find anywhere on Digital Marketing Services (DMS) -- a category so big that it's spawned a cottage industry of 248,100 service businesses across the U.S.



Businesses have spent the past decade staking their digital claims and are now entering a new marketing phase: building the equivalent of SIMs villages. They're slowing down expenditures on things such as hosting, site design, and ad-management fees and have begun plowing billions into SEO, mobile media, and social media management. This 42-page report includes spending forecasts to 2020. It is the deepest dive you'll find anywhere on Digital Marketing Services (DMS) -- a category so big that it's spawned a cottage industry of 248,100 service businesses across the U.S.


Free Summaries

Businesses have spent the past decade staking their digital claims and are now entering a new marketing phase: building the equivalent of SIMs villages. They're slowing down expenditures on things such as hosting, site design, and ad-management fees and have begun plowing billions into SEO, mobile media, and social media management. This 42-page report includes spending forecasts to 2020. It is the deepest dive you'll find anywhere on Digital Marketing Services (DMS) -- a category so big that it's spawned a cottage industry of 248,100 service businesses across the U.S.


Free for Subscribers | 2016 | Digital Services | 50% Off Papers

Thanks in part to Donald Trump, media will enjoy an extra $357 million in political advertising this year beyond our initial estimates. Based on the first three months of 2016, we're adding 3.1% to our estimates, figuring that a record $11.7 billion will be spent on political advertising this year. This 21-page report recasts our 2016 Political Advertising estimates and shows which types of media -- and which states -- stand to benefit the most.



Thanks in part to Donald Trump, media will enjoy an extra $357 million in political advertising this year beyond our initial estimates. Based on the first three months of 2016, we're adding 3.1% to our estimates, figuring that a record $11.7 billion will be spent on political advertising this year. This 21-page report recasts our 2016 Political Advertising estimates and shows which types of media -- and which states -- stand to benefit the most.


Free Summaries

Thanks in part to Donald Trump, media will enjoy an extra $357 million in political advertising this year beyond our initial estimates. Based on the first three months of 2016, we're adding 3.1% to our estimates, figuring that a record $11.7 billion will be spent on political advertising this year. This 21-page report recasts our 2016 Political Advertising estimates and shows which types of media -- and which states -- stand to benefit the most.


Free for Subscribers | 2016 | Political | 50% Off Papers

This is a must-read report for anyone managing local digital sales operations. The 45-page report offers insights from revenue performance at 10,395 local media entities across the U.S. and Canada – something we’ve been doing for 14 years to help companies determine how well they’re doing in digital sales. The report includes 22 charts and tables that offer digital-revenue benchmarking for local operators by eight different types of parent company: daily newspapers, weekly newspapers, local radio stations and clusters, TV stations, yellow page directories, cable systems, and local Internet pureplay companies.



In every local market, dozens of companies are pressing SMBs to buy digital advertising. Some are making tens of thousands of dollars, some tens of millions. This 45-page report analyzes 2015 revenue performance from more than 10,000 local operations run by newspapers, radio, TV, yellow pages, cable systems and Internet pureplay companies.


Free for Subscribers | 2016 | Benchmarking | 50% Off Papers

How much are SMBs spending on digital marketing services? Why are so many media companies chasing this business? Is there any profit in it? Which categories are hot sellers? This report answers those questions and more


Free for Subscribers | 2016 | Digital Services | 50% Off Papers

This 24-page report details our forecast for changes in local advertising for 2016. We foresee a 16.4% increase in local advertising – something others aren’t predicting – based on significant budget increases coming for digital advertising and political advertising. Newspapers, direct mail, directories and radio are all in for declines this year, while local magazines, cable, TV and online are on the rise. Digital advertising is forecast to grow at another raging two-digit rate – 36.4%. For the first time, digital media will account for half of all locally spent advertising, forming an X as it heads toward what we believe will be a two-thirds share before it levels off in 2019. The report includes seven charts and graphs, plus an appendix of digital ad-spending estimates by format (banners, email, video, etc.) for each of the 513 U.S. Digital Marketing Regions (DMRs).


Free for Subscribers | 2016 | 50% Off Papers

This 24-page report details our forecast for changes in local advertising for 2016. We foresee a 16.4% increase in local advertising – something others aren’t predicting – based on significant budget increases coming for digital advertising and political advertising. Newspapers, direct mail, directories and radio are all in for declines this year, while local magazines, cable, TV and online are on the rise. Digital advertising is forecast to grow at another raging two-digit rate – 36.4%. For the first time, digital media will account for half of all locally spent advertising, forming an X as it heads toward what we believe will be a two-thirds share before it levels off in 2019. The report includes seven charts and graphs, plus an appendix of digital ad-spending estimates by format (banners, email, video, etc.) for each of the 513 U.S. Digital Marketing Regions (DMRs).



Will 7-day-a-week newspapers disappear? Are media-born digital ad agencies a fad? The panel issued its clearest predictions on these questions and eight more in 2015, and we highlight them – with predictions on when events might come to pass – in this insightful 18-page report.



Will 7-day-a-week newspapers disappear? Are media-born digital ad agencies a fad? The panel issued its clearest predictions on these questions and eight more in 2015, and we highlight them – with predictions on when events might come to pass – in this insightful 18-page report.


2016 | Free for Subscribers | 50% Off Papers

As the money-laden Presidential Election cycle begins its slow climb toward its peak − with all media on board for the ride − the upcoming twists, turns and inverted loops of 2016 are sure to thrill. Political advertising is forecast to hit a record $11.4 billion in 2016, 20% more than the last comparable Presidential Election year of 2012. But, that’s just part of the story. In reality, the games have already begun. Adding what will be spent on next year’s contests in 2015, political advertising still holds a whopping $16.5 billion. Our 27 page report includes 20 charts and graphics, plus an appendix of 2016 political ad spending forecasts by contest for each state and political ad spending by medium from 2013-2016.



As the money-laden Presidential Election cycle begins its slow climb toward its peak − with all media on board for the ride − the upcoming twists, turns and inverted loops of 2016 are sure to thrill. Political advertising is forecast to hit a record $11.4 billion in 2016, 20% more than the last comparable Presidential Election year of 2012. But, that’s just part of the story. In reality, the games have already begun. Adding what will be spent on next year’s contests in 2015, political advertising still holds a whopping $16.5 billion. Our 27 page report includes 20 charts and graphics, plus an appendix of 2016 political ad spending forecasts by contest for each state and political ad spending by medium from 2013-2016.


Free Summaries

As the money-laden Presidential Election cycle begins its slow climb toward its peak − with all media on board for the ride − the upcoming twists, turns and inverted loops of 2016 are sure to thrill. Political advertising is forecast to hit a record $11.4 billion in 2016, 20% more than the last comparable Presidential Election year of 2012. But, that’s just part of the story. In reality, the games have already begun. Adding what will be spent on next year’s contests in 2015, political advertising still holds a whopping $16.5 billion. Our 27 page report includes 20 charts and graphics, plus an appendix of 2016 political ad spending forecasts by contest for each state and political ad spending by medium from 2013-2016.


2015 | Political | Free for Subscribers | 50% Off Papers

We’re at a critical juncture in media history, one that is redefining the landscape so quickly that we’ve obviously reached a tipping point. We’ve surveyed 7,228 SMBs and it’s difficult to examine the marketing intentions of that many local businesses and not arrive at the conclusion that a tipping point has been reached. The pace of change is accelerating. Anything involving traditional media channels is now considered expensive, difficult and risky; anything involving digital is seen as inexpensive, easy and low-risk.



We’re at a critical juncture in media history, one that is redefining the landscape so quickly that we’ve obviously reached a tipping point. We’ve surveyed 7,228 SMBs and it’s difficult to examine the marketing intentions of that many local businesses and not arrive at the conclusion that a tipping point has been reached. The pace of change is accelerating. Anything involving traditional media channels is now considered expensive, difficult and risky; anything involving digital is seen as inexpensive, easy and low-risk.


Free Summaries

We’re at a critical juncture in media history, one that is redefining the landscape so quickly that we’ve obviously reached a tipping point. We’ve surveyed 7,228 SMBs and it’s difficult to examine the marketing intentions of that many local businesses and not arrive at the conclusion that a tipping point has been reached. The pace of change is accelerating. Anything involving traditional media channels is now considered expensive, difficult and risky; anything involving digital is seen as inexpensive, easy and low-risk.


Free for Subscribers | 2015 | SMB | 75% Off Papers

When it comes to automated buying and selling, the Internet reigns supreme. So it’s inevitable that advertising will also one day become automated. And while that day is not quite here, it’s coming rapidly. The programmatic-advertising iceberg showed its tip last year, as 4.7% of all locally placed digital advertising was done through these automated buying-and-selling networks. Although Publishers are skeptical it won’t halt the growth of programmatic advertising. This year the share will grow to 10%, which means that $5 billion of digital ad-buying at the local level will be handled by computerized bidding. This report details programmatic advertising and the flow of advertising dollars at the local level.



When it comes to automated buying and selling, the Internet reigns supreme. So it’s inevitable that advertising will also one day become automated. And while that day is not quite here, it’s coming rapidly. The programmatic-advertising iceberg showed its tip last year, as 4.7% of all locally placed digital advertising was done through these automated buying-and-selling networks. Although Publishers are skeptical it won’t halt the growth of programmatic advertising. This year the share will grow to 10%, which means that $5 billion of digital ad-buying at the local level will be handled by computerized bidding. This report details programmatic advertising and the flow of advertising dollars at the local level.


Free Summaries

When it comes to automated buying and selling, the Internet reigns supreme. So it’s inevitable that advertising will also one day become automated. And while that day is not quite here, it’s coming rapidly. The programmatic-advertising iceberg showed its tip last year, as 4.7% of all locally placed digital advertising was done through these automated buying-and-selling networks. Although Publishers are skeptical it won’t halt the growth of programmatic advertising. This year the share will grow to 10%, which means that $5 billion of digital ad-buying at the local level will be handled by computerized bidding. This report details programmatic advertising and the flow of advertising dollars at the local level.


Free for Subscribers | 2015 | Digital Services | 75% Off Papers

If you attended our conference in New York last month, you got a dose of what beacons may offer to local media. This memo expands on that topic. We’re issuing the memo because we think in-store beacons will eventually become ubiquitous and, combined with smart phones, are likely to thrust local marketing into yet another revolution. Hence, it’s a good time to read up on this topic.


Free for Subscribers | Research Memos | 75% Off Papers

Real estate agents and brokers, among the first to adapt to digital media 20 years ago, may have discovered the digital saturation point. In 2015, while other types of advertisers are increasing digital budgets, agents and brokers will be scaling back. Although a small amount (-2%) it indicates that they may have reached the optimal ratio of digital to non-digital expenditures. Our annual review of advertising and marketing trends takes a deep dive into how this category is changing over the next 5 years and how habits of millennials are creating a boom in real estate advertising.



Real estate agents and brokers, among the first to adapt to digital media 20 years ago, may have discovered the digital saturation point. In 2015, while other types of advertisers are increasing digital budgets, agents and brokers will be scaling back. Although a small amount (-2%) it indicates that they may have reached the optimal ratio of digital to non-digital expenditures. Our annual review of advertising and marketing trends takes a deep dive into how this category is changing over the next 5 years and how habits of millennials are creating a boom in real estate advertising.


Free Summaries

Real estate agents and brokers, among the first to adapt to digital media 20 years ago, may have discovered the digital saturation point. In 2015, while other types of advertisers are increasing digital budgets, agents and brokers will be scaling back. Although a small amount (-2%) it indicates that they may have reached the optimal ratio of digital to non-digital expenditures. Our annual review of advertising and marketing trends takes a deep dive into how this category is changing over the next 5 years and how habits of millennials are creating a boom in real estate advertising.


Free for Subscribers | 2015 | Classifieds | Real Estate | 75% Off Papers

If local advertising were a train, digital would be its locomotive, first-class passenger car and dining car. It continues to be responsible for nearly all growth in local advertising, barreling along at an accelerated rate of 40% last year and forecast rate of 42% this year. In this report, we’re examining digital advertising. We separate that into four basic formats: display, streaming, email and paid search. Display is further broken out into targeted and static display/ROS, and streaming is bro ken out between video and audio-only commercials.



If local advertising were a train, digital would be its locomotive, first-class passenger car and dining car. It continues to be responsible for nearly all growth in local advertising, barreling along at an accelerated rate of 40% last year and forecast rate of 42% this year. In this report, we’re examining digital advertising. We separate that into four basic formats: display, streaming, email and paid search. Display is further broken out into targeted and static display/ROS, and streaming is bro ken out between video and audio-only commercials.


Free Summaries

If local advertising were a train, digital would be its locomotive, first-class passenger car and dining car. It continues to be responsible for nearly all growth in local advertising, barreling along at an accelerated rate of 40% last year and forecast rate of 42% this year. In this report, we’re examining digital advertising. We separate that into four basic formats: display, streaming, email and paid search. Display is further broken out into targeted and static display/ROS, and streaming is bro ken out between video and audio-only commercials.


2015 | Free for Subscribers | Digital Services | 75% Off Papers

In our fourth (and largest) survey of local ad-sales manager the digital divide is clear – 51% of digital media companies have at least one digital only AE on staff. Companies that employ digital-only sales reps — even one or two — tend to have far more digital revenue than those who don’t. There’s overwhelming evidence that a rep who sells two competing products always winds up favoring one. And that could be bad news in both directions: For a media company focusing its traditional-media reps too much on digital sales ... or vice-versa.



In our fourth (and largest) survey of local ad-sales manager the digital divide is clear – 51% of digital media companies have at least one digital only AE on staff. Companies that employ digital-only sales reps — even one or two — tend to have far more digital revenue than those who don’t. There’s overwhelming evidence that a rep who sells two competing products always winds up favoring one. And that could be bad news in both directions: For a media company focusing its traditional-media reps too much on digital sales ... or vice-versa.


Free Summaries

In our fourth (and largest) survey of local ad-sales manager the digital divide is clear – 51% of digital media companies have at least one digital only AE on staff. Companies that employ digital-only sales reps — even one or two — tend to have far more digital revenue than those who don’t. There’s overwhelming evidence that a rep who sells two competing products always winds up favoring one. And that could be bad news in both directions: For a media company focusing its traditional-media reps too much on digital sales ... or vice-versa.


Free for Subscribers | Benchmarking | Interactive Advertising | Online | Sales | 2015 | 75% Off Papers

Automotive is the second-largest advertising category, behind general merchandise stores, at $35.5 Billion. It’s a landmark year for digital advertising. For the first time, more than half of all advertising dollars will be spent on digital media.



Automotive is the second-largest advertising category, behind general merchandise stores, at $35.5 Billion. It’s a landmark year for digital advertising. For the first time, more than half of all advertising dollars will be spent on digital media.


Free Summaries

Automotive is the second-largest advertising category, behind general merchandise stores, at $35.5 Billion. It’s a landmark year for digital advertising. For the first time, more than half of all advertising dollars will be spent on digital media.


Free for Subscribers | Automotive | Classifieds | 75% Off Papers

On the 20th anniversary of the appearance of the first banner ad, the forecasters at Borrell offer a unique glimpse of what the future holds. Is the Golden Age of Advertising coming to an end? What will the media company and ad agency of the future look like? Borrell’s prescience over the years has led to amazingly accurate forecasts regarding the explosion of digital advertising, the precise timing of various declines in traditional media, and the uncovering of a new trend that may be collapsing “advertising” altogether.



Companies at the local level have begun spending vast amounts of money on the basic underlying services needed to support their digital marketing. Companies will spend over five times as much on digital marketing services than they will on digital advertising - costing them $501 billion this year.



Companies at the local level have begun spending vast amounts of money on the basic underlying services needed to support their digital marketing. Companies will spend over five times as much on digital marketing services than they will on digital advertising - costing them $501 billion this year.


Free Summaries

Companies at the local level have begun spending vast amounts of money on the basic underlying services needed to support their digital marketing. Companies will spend over five times as much on digital marketing services than they will on digital advertising - costing them $501 billion this year.


Free for Subscribers | 2014 | SMB | Digital Services | 75% Off Papers

So you think the big category killers ruined your opportunity for online classifieds?  Think again.  A handful of media companies have figured out how to become online classified powerhouses, with a very different strategy.

This webinar will show you how some are maintaining the automotive, real estate and help-wanted classifieds business by one-upping the category killers by turning them into frenemies.  You’ll learn just how much Craigslist is pulling from local markets, and how companies like Backpage and others actually offer more opportunity than competition.



The future we all knew was coming has arrived. Total local ad growth will be up 12% in 2015, but traditional media will be down 3.6%. Where's the money going? The big winner is digital. In 2015, 44% of all advertising will be some form of digital advertising. Join us for a webinar to discuss the updated forecast and what it means for you.

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This is a Client Memo for subscribers only. If you’ve been waiting for the real estate boom and a commensurate comeback in advertising, plan to wait a bit longer. The latest data now shows that the residential real estate boom is still little more than a few distant thunderclaps with spotty showers. In fact, home sales are likely to be down this year, and we’ve just made a downward adjustment to our forecast growth in real estate advertising – 7% higher this year compared with 17% in 2013.


Free for Subscribers | Real Estate | Research Memos | 75% Off Papers

This is a Client Memo for subscribers only! We wanted to give you a head’s up on some abrupt shifts in automotive advertising we’ve begun to notice. The good news is that auto advertising is up. By our projection, it will end up at 6.8% more than 2013. The bad news is, the longtime beneficiaries of automotive advertising – broadcast and print media – will experience exactly the opposite.


Automotive | Research Memos | Free for Subscribers | Industry Paper Archive

This year’s outlook on political advertising finds that more than $8 billion will be spent to influence voters across an estimated 30,000 local, state and national elections. Political advertising continues its growth jag, and the online portion seems poised to skyrocket. Our 16-page annual review includes 9 charts and graphics, plus an appendix of political ad spending by medium from 2005-2013, and forecasts to 2016.



This year’s outlook on political advertising finds that more than $8 billion will be spent to influence voters across an estimated 30,000 local, state and national elections. Political advertising continues its growth jag, and the online portion seems poised to skyrocket. Our 16-page annual review includes 9 charts and graphics, plus an appendix of political ad spending by medium from 2005-2013, and forecasts to 2016.


Free Summaries

This year’s outlook on political advertising finds that more than $8 billion will be spent to influence voters across an estimated 30,000 local, state and national elections. Political advertising continues its growth jag, and the online portion seems poised to skyrocket. Our 16-page annual review includes 9 charts and graphics, plus an appendix of political ad spending by medium from 2005-2013, and forecasts to 2016.


2014 | Political | Free for Subscribers | Industry Paper Archive

Kristin Johnson, Sharif Ali, Samantha Gannaway, Alex Pumo, Bob Prather, John Dille


LOAC 2014 Presentations

The media ecosystem has changed radically, yet some media companies still operate under the same basic business models and marketing plans – and with the same people – they had in place a decade ago. Radical change calls for radical changes, and marketing guru and best-selling author Jeffrey Hayzlett believes that could mean firing some people and hiring change agents. He should know. He’s managed dozens of companies – including a stint as CMO of Kodak during its most difficult time – and has learned from both success and failure. Hayzlett sees a clear path for anyone trying to affect change within their organizations and to grow their share of the fast-growing digital advertising space. Fasten your seat belts for this one. Hayzlett’s presentations aren’t for the thin-skinned or faint of heart.


LOAC 2014 Videos

The jobs picture has shifted radically from the time when employers gladly spent money to advertise openings. Our 2014 Recruitment Advertising Outlook details that shift. It lays out a scenario in which companies, while still spending $22 billion on advertising jobs, have begun ramping up their spending on their own advertising channels – like social media pages and their own websites. Online advertising is up nearly 19%, but expenditures on services is doubling.


Industry Paper Webinars

The jobs picture has shifted radically from the time when employers gladly spent money to advertise openings. Our 2014 Recruitment Advertising Outlook details that shift. It lays out a scenario in which companies, while still spending $22 billion on advertising jobs, have begun ramping up their spending on their own advertising channels – like social media pages and their own websites. Online advertising is up nearly 19%, but expenditures on services is doubling.


Free Summaries

The jobs picture has shifted radically from the time when employers gladly spent money to advertise openings. Our 2014 Recruitment Advertising Outlook details that shift. It lays out a scenario in which companies, while still spending $22 billion on advertising jobs, have begun ramping up their spending on their own advertising channels – like social media pages and their own websites. Online advertising is up nearly 19%, but expenditures on services is doubling.


2014 | Recruitment | Free for Subscribers | Classifieds | Social Networking | Industry Paper Archive

Canada Compass

The Canadian version of the Compass is similar in format and function to the U.K. Compass, although the list of business categories is slightly different. It, too, can be defined at the postal code level.

UK Compass

Borrell Associates has developed an Excel-based version of the Compass Service for markets in the U.K. It provides current and forecast (+5 years) advertising and promotions spending for 100 business categories that are slightly different from those used in the US version. Digital advertising is broken out by four ad formats.


Local Ad Data

Our "numbers" come from a model of marketing spending that has been under development – and in use by media companies – since the 1990s. Kip Cassino started combining data sources to produce models of market spending activity when he worked at Knight Ridder. When he predicted the imminent collapse of the classified advertising franchise he was rewarded for his foresight with a pink slip. He founded Ad Audit Services and sold his estimates to a variety of media companies.

When Ad Audit Services added Internet advertising to its estimates, Borrell Associates became its client – and very soon its largest client. In 2005 Borrell Associates purchased Ad Audit Services, and Kip became our Senior Vice President of Research.


Local Ad Data

The recession of 2008 initiated a jolt of media disruption that has forced widespread layoffs and even shutdowns. Consumers have cut usage radio, newspapers and magazines and yellow pages by 25% or more while increasing use of digital media by 65%. What’s in store over the next five years? This 41-page report is chock full of trending analysis for each medium. Find out who’s likely to thrives, and who merely survives.


Webinars | Industry Paper Webinars

The recession of 2008 initiated a jolt of media disruption that has forced widespread layoffs and even shutdowns. Consumers have cut usage radio, newspapers and magazines and yellow pages by 25% or more while increasing use of digital media by 65%. What’s in store over the next five years? This 41-page report is chock full of trending analysis for each medium. Find out who’s likely to thrives, and who merely survives.


Free Summaries

The recession of 2008 initiated a jolt of media disruption that has forced widespread layoffs and even shutdowns. Consumers have cut usage radio, newspapers and magazines and yellow pages by 25% or more while increasing use of digital media by 65%. What’s in store over the next five years? This 41-page report is chock full of trending analysis for each medium. Find out who’s likely to thrives, and who merely survives.


2014 | Legacy Media | Industry Paper Archive

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.


Industry Paper Webinars | Webinars

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.


Free Summaries

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.


2013 | Real Estate | Free for Subscribers | Classifieds | Industry Paper Archive

We have released our outlook for local digital advertising in the U.S. and Puerto Rico for 2014. The market numbers are accompanied by a memo describing what we're seeing ad midyear 2013. This memo is available to clients only and is not to be distributed publicly.


Research Memos | Mobile | Industry Paper Archive

Join us as we dive into the most recent industry paper, 2013 Automotive Advertising Outlook: Watch the Road Signs. The car buying funnel is no more. Gain insights into the new era of how car buying occurs and what that means for media companies. Streaming Webinar Recording.


Industry Paper Webinars | Webinars

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.


Free Summaries

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.


2013 | Automotive | Free for Subscribers | Classifieds | Co-Op Advertising | 50% Off Papers | Industry Paper Archive

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.


Industry Paper Webinars | Webinars

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.


Free Summaries

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.


2013 | Online | Interactive Advertising | Free for Subscribers | Benchmarking | Sales | Industry Paper Archive

We’ve fielded numerous questions about automotive advertising in the past few weeks and felt compelled to give clients a head’s up regarding significant changes taking place. This memo on automotive advertising is being published in advance of our regular annual report, which we expect to publish around July 1. If you have questions or would like to discuss this by phone, please call 757-221-6641 or email us at info@borrellassociates.com. What we’re seeing is a radical shift in the way dealers, dealer associations, and manufacturers market themselves – the end result of how consumers have altered shopping habits. We believe these changes are notable not only because of the shifting dollars, but more importantly because the print and broadcast industries rely so heavily on the automotive category. The average print or broadcast outlet gets 15% to as much as 45% of its revenue from automotive. Big change in the wrong direction could be devastating.


2013

Who’s winning the race to snare the largest share of billions in locally spent online advertising? In some markets, Internet pureplay companies. In others, local newspapers. In a scattering of others, aggressive TV stations. In this one-hour webinar, we'll highlight key points from the industry paper.


Industry Paper Webinars | Webinars

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.


Free Summaries

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.


Online | 2013 | Free for Subscribers | Benchmarking | Industry Paper Archive

Wondering why so many companies are rushing to sell marketing services to SMBs? It’s because local advertisers have fallen deeply in love with promotions and “owned media.” Our latest report, “2013 Local Promotions Forecast,” details how advertisers are carving dollars from other budgets to invest in quick-reward marketing programs like discounts, coupons, contests, and loyalty programs. This year, local businesses are likely to spend a whopping 81% more on local promotions than they will on classic advertising – something that’s never happened before.


Industry Paper Webinars | Webinars

Wondering why so many companies are rushing to sell marketing services to SMBs? It’s because local advertisers have fallen deeply in love with promotions and “owned media.” Our latest report, “2013 Local Promotions Forecast,” details how advertisers are carving dollars from other budgets to invest in quick-reward marketing programs like discounts, coupons, contests, and loyalty programs. This year, local businesses are likely to spend a whopping 81% more on local promotions than they will on classic advertising – something that’s never happened before.


Free Summaries

Wondering why so many companies are rushing to sell marketing services to SMBs? It’s because local advertisers have fallen deeply in love with promotions and “owned media.” Our latest report, “2013 Local Promotions Forecast,” details how advertisers are carving dollars from other budgets to invest in quick-reward marketing programs like discounts, coupons, contests, and loyalty programs. This year, local businesses are likely to spend a whopping 81% more on local promotions than they will on classic advertising – something that’s never happened before.


2013 | Promotions | Free for Subscribers | Industry Paper Archive

Conference presentation files for LOAC2013 March 4-5, 2013 are available for download.


Special Presentations

Provides the total spending on 6 formats of online advertising for each of the 513 DMRs that cover the US.


Market Data by Definition | Online Marketing Forecasts by Market | Other Marketing Spending Products

Local advertising is expected to grow 7.5% this year, but online is stealing the headlines. Our survey of SMBs at year-end 2012 offers a glimpse of what will happen this year in this comprehensive report on local advertising and marketing expenditures. Radio advertising goes down, cinema advertising goes (way) up, and newspapers finally show an uptick.


Free Summaries

Local advertising is expected to grow 7.5% this year, but online is stealing the headlines. Our survey of SMBs at year-end 2012 offers a glimpse of what will happen this year in this comprehensive report on local advertising and marketing expenditures. Radio advertising goes down, cinema advertising goes (way) up, and newspapers finally show an uptick.


Interactive Advertising | Online | 2013 | Free for Subscribers

Banner ads and search engine advertising aren’t enough anymore. Small and medium-size businesses (SMBs) are snapping up a smorgasboard of services, from basic website hosting to SEO, social media and reputation management. This 17-page report takes a deep dive into the phenomenon of the Internet’s transformation from an advertising medium to an advertising utility.


Industry Paper Webinars | Webinars

Banner ads and search engine advertising aren’t enough anymore. Small and medium-size businesses (SMBs) are snapping up a smorgasboard of services, from basic website hosting to SEO, social media and reputation management. This 17-page report takes a deep dive into the phenomenon of the Internet’s transformation from an advertising medium to an advertising utility.


Free Summaries

Banner ads and search engine advertising aren’t enough anymore. Small and medium-size businesses (SMBs) are snapping up a smorgasboard of services, from basic website hosting to SEO, social media and reputation management. This 17-page report takes a deep dive into the phenomenon of the Internet’s transformation from an advertising medium to an advertising utility.


Online | 2012 | Free for Subscribers | Benchmarking | SMB | Industry Paper Archive

In this memo to subscribers and clients, Gordon Borrell outlines our local online advertising is forecast for 2013 and lists the fastest-growing (and slowest) in digital sales so far this year. The memo details YTD digital advertising growth rates for 43 local media companies, as well as our forecast for online ad spending in 2013 by formats (video, banners, email, etc.). It also offers detail on our new Digital Marketing Regions (DMRs), with benchmarks based on the results of more than 1,600 companies to help clients determine their market potential. Two appendices and an Excel download include the full list of DMRs and the counties included in each of the 513 regions, plus the ad-spending levels.


Industry Paper Webinars | Webinars

In this memo to subscribers and clients, Gordon Borrell outlines our local online advertising is forecast for 2013 and lists the fastest-growing (and slowest) in digital sales so far this year. The memo details YTD digital advertising growth rates for 43 local media companies, as well as our forecast for online ad spending in 2013 by formats (video, banners, email, etc.). It also offers detail on our new Digital Marketing Regions (DMRs), with benchmarks based on the results of more than 1,600 companies to help clients determine their market potential. Two appendices and an Excel download include the full list of DMRs and the counties included in each of the 513 regions, plus the ad-spending levels.


Free for Subscribers | Budgeting | Industry Paper Archive

Real Estate advertising will be a $23.7 billion category this year, down 16% from 2011. While virtually all media are suffering, expenditures on online media continue to grow, rising 15%. This year, 55% of all real estate advertising, or $13 billion, will be spent on online media. This 33-page report includes 24 charts and tables and is our annual outlook on the industry.


Industry Paper Webinars | Webinars

Real Estate advertising will be a $23.7 billion category this year, down 16% from 2011. While virtually all media are suffering, expenditures on online media continue to grow, rising 15%. This year, 55% of all real estate advertising, or $13 billion, will be spent on online media. This 33-page report includes 24 charts and tables and is our annual outlook on the industry.


Free Summaries

Real Estate advertising will be a $23.7 billion category this year, down 16% from 2011. While virtually all media are suffering, expenditures on online media continue to grow, rising 15%. This year, 55% of all real estate advertising, or $13 billion, will be spent on online media. This 33-page report includes 24 charts and tables and is our annual outlook on the industry.


Real Estate | 2012 | Free for Subscribers | Classifieds | Industry Paper Archive

Co-op advertising has finally filtered into the digital media space to the tune of $1.7 billion in available dollars. Brand managers are offering programs for local retailers, subsidizing everything from banner ads to website development that help promote the brand. If you’re wondering how to tap into that lucrative stream or what small and medium businesses (SMBs) are doing with digital co-op, this is the report to read.


Industry Paper Webinars | Webinars

Co-op advertising has finally filtered into the digital media space to the tune of $1.7 billion in available dollars. Brand managers are offering programs for local retailers, subsidizing everything from banner ads to website development that help promote the brand. If you’re wondering how to tap into that lucrative stream or what small and medium businesses (SMBs) are doing with digital co-op, this is the report to read.


Free Summaries

Co-op advertising has finally filtered into the digital media space to the tune of $1.7 billion in available dollars. Brand managers are offering programs for local retailers, subsidizing everything from banner ads to website development that help promote the brand. If you’re wondering how to tap into that lucrative stream or what small and medium businesses (SMBs) are doing with digital co-op, this is the report to read.


2012 | Free for Subscribers | Co-Op Advertising | Industry Paper Archive

In our annual outlook, we estimate automotive advertising to hit $31 billion this year, about 14 percent of an increase over 2011. The biggest gainer? You guessed it, digital media. In fact, digital media will account for almost 90 percent of all automotive advertising growth this year as dealers and manufacturers drive more spending toward streaming video commercials, targeted social media ads and mobile. This 37-page report is our annual review of trends in both new and used car sales and the latest fluctuations in spending by manufacturers, dealers, dealer groups and private-party sellers.


Industry Paper Webinars | Webinars

In our annual outlook, we estimate automotive advertising to hit $31 billion this year, about 14 percent of an increase over 2011. The biggest gainer? You guessed it, digital media. In fact, digital media will account for almost 90 percent of all automotive advertising growth this year as dealers and manufacturers drive more spending toward streaming video commercials, targeted social media ads and mobile. This 37-page report is our annual review of trends in both new and used car sales and the latest fluctuations in spending by manufacturers, dealers, dealer groups and private-party sellers.


Free Summaries

In our annual outlook, we estimate automotive advertising to hit $31 billion this year, about 14 percent of an increase over 2011. The biggest gainer? You guessed it, digital media. In fact, digital media will account for almost 90 percent of all automotive advertising growth this year as dealers and manufacturers drive more spending toward streaming video commercials, targeted social media ads and mobile. This 37-page report is our annual review of trends in both new and used car sales and the latest fluctuations in spending by manufacturers, dealers, dealer groups and private-party sellers.


2012 | Automotive | Free for Subscribers | Classifieds | Co-Op Advertising | Industry Paper Archive

Our 10th annual report documents offers benchmarking detail spanning more than 5,700 local media companies in the U.S. and Canada. Are yellow pages companies making the transition? How are Angie’s List, Groupon, Yelp and Craigslist and independent hyperlocal sites doing in the local online pureplay space? What should you be making in digital revenues if you’re a newspaper, cable system, TV station or radio station? Our 43-page report has it all – including two appendices listing 2011 and 2012 online ad spending for 210 markets.


Industry Paper Webinars | Webinars

Our 10th annual report documents offers benchmarking detail spanning more than 5,700 local media companies in the U.S. and Canada. Are yellow pages companies making the transition? How are Angie’s List, Groupon, Yelp and Craigslist and independent hyperlocal sites doing in the local online pureplay space? What should you be making in digital revenues if you’re a newspaper, cable system, TV station or radio station? Our 43-page report has it all – including two appendices listing 2011 and 2012 online ad spending for 210 markets.


Free Summaries

Our 10th annual report documents offers benchmarking detail spanning more than 5,700 local media companies in the U.S. and Canada. Are yellow pages companies making the transition? How are Angie’s List, Groupon, Yelp and Craigslist and independent hyperlocal sites doing in the local online pureplay space? What should you be making in digital revenues if you’re a newspaper, cable system, TV station or radio station? Our 43-page report has it all – including two appendices listing 2011 and 2012 online ad spending for 210 markets.


Interactive Advertising | Online | 2012 | Free for Subscribers | Benchmarking | Industry Paper Archive

This year will be the most expensive campaign year ever, at a whopping $9.8 billion, 40% higher than the last presidential campaign year. While other estimates are much lower, they fail to take into account , but about 13,000 state and local contests that will bring a bonanza of ad revenue for local media companies. Tallying the money spent on online media, direct mail, outdoor, radio and TV, 2012 political contests offer a big shot in the arm to media companies. The 20-page report shows “hotspot” markets across the U.S. and estimates market-by-market advertising levels for 210 localities and for each state.


Industry Paper Webinars | Webinars

This year will be the most expensive campaign year ever, at a whopping $9.8 billion, 40% higher than the last presidential campaign year. While other estimates are much lower, they fail to take into account , but about 13,000 state and local contests that will bring a bonanza of ad revenue for local media companies. Tallying the money spent on online media, direct mail, outdoor, radio and TV, 2012 political contests offer a big shot in the arm to media companies. The 20-page report shows “hotspot” markets across the U.S. and estimates market-by-market advertising levels for 210 localities and for each state.


Free Summaries

This year will be the most expensive campaign year ever, at a whopping $9.8 billion, 40% higher than the last presidential campaign year. While other estimates are much lower, they fail to take into account , but about 13,000 state and local contests that will bring a bonanza of ad revenue for local media companies. Tallying the money spent on online media, direct mail, outdoor, radio and TV, 2012 political contests offer a big shot in the arm to media companies. The 20-page report shows “hotspot” markets across the U.S. and estimates market-by-market advertising levels for 210 localities and for each state.


Online | 2012 | Free for Subscribers | Political | Industry Paper Archive

There’s big change in the air for online recruitment advertising – a category that saw consistent double-digit growth for the past 15 years. With the economy still struggling against a straightjacket, there just aren’t that many jobs to advertise. And with so many candidates out there, recruiters barely need to advertise anyway. Basic media spending on recruitment advertising flattened out last year at $9.4 billion. We’re expecting that to fall 5.3 percent, to $8.9 billion this year. This 42-page annual report examines the recruitment landscape and offers deep detail on jobs and ad spending.


Industry Paper Webinars | Webinars

There’s big change in the air for online recruitment advertising – a category that saw consistent double-digit growth for the past 15 years. With the economy still struggling against a straightjacket, there just aren’t that many jobs to advertise. And with so many candidates out there, recruiters barely need to advertise anyway. Basic media spending on recruitment advertising flattened out last year at $9.4 billion. We’re expecting that to fall 5.3 percent, to $8.9 billion this year. This 42-page annual report examines the recruitment landscape and offers deep detail on jobs and ad spending.


Free Summaries

There’s big change in the air for online recruitment advertising – a category that saw consistent double-digit growth for the past 15 years. With the economy still struggling against a straightjacket, there just aren’t that many jobs to advertise. And with so many candidates out there, recruiters barely need to advertise anyway. Basic media spending on recruitment advertising flattened out last year at $9.4 billion. We’re expecting that to fall 5.3 percent, to $8.9 billion this year. This 42-page annual report examines the recruitment landscape and offers deep detail on jobs and ad spending.


Recruitment | 2012 | Free for Subscribers | Classifieds | Industry Paper Archive

The rush is on to hire and train great AEs who can drive digital sales. But the big question is, how should they be paid, and how should multimedia sales staffs be organized? This 27-page report sheds light on what’s happening with the army of 81,000 local ad-sales reps in the U.S. as local media companies retool for the digital age. It includes 14 charts detailing the size of the various sales forces across traditional media and pureplay Internet companies, how many are “digital ready,” and their managers’ evaluations on their levels of effectiveness.


Industry Paper Webinars | Webinars

The rush is on to hire and train great AEs who can drive digital sales. But the big question is, how should they be paid, and how should multimedia sales staffs be organized? This 27-page report sheds light on what’s happening with the army of 81,000 local ad-sales reps in the U.S. as local media companies retool for the digital age. It includes 14 charts detailing the size of the various sales forces across traditional media and pureplay Internet companies, how many are “digital ready,” and their managers’ evaluations on their levels of effectiveness.


Free Summaries

The rush is on to hire and train great AEs who can drive digital sales. But the big question is, how should they be paid, and how should multimedia sales staffs be organized? This 27-page report sheds light on what’s happening with the army of 81,000 local ad-sales reps in the U.S. as local media companies retool for the digital age. It includes 14 charts detailing the size of the various sales forces across traditional media and pureplay Internet companies, how many are “digital ready,” and their managers’ evaluations on their levels of effectiveness.


Interactive Advertising | Online | 2012 | Free for Subscribers | Sales | Industry Paper Archive

Local businesses have arrived en masse at the Social Media cocktail party. The sluggish economy has constricted their ad budgets, and posting messages on Facebook, YouTube and Twitter not only feels good, but also feels free. But it’s not. This report takes a deep dive into the attraction of social media to small and medium-size businesses (SMBs) and gauges their current levels of spending, forecast to double in 2012 and again in 2013.


Industry Paper Webinars | Webinars

Local businesses have arrived en masse at the Social Media cocktail party. The sluggish economy has constricted their ad budgets, and posting messages on Facebook, YouTube and Twitter not only feels good, but also feels free. But it’s not. This report takes a deep dive into the attraction of social media to small and medium-size businesses (SMBs) and gauges their current levels of spending, forecast to double in 2012 and again in 2013.


Free Summaries

Local businesses have arrived en masse at the Social Media cocktail party. The sluggish economy has constricted their ad budgets, and posting messages on Facebook, YouTube and Twitter not only feels good, but also feels free. But it’s not. This report takes a deep dive into the attraction of social media to small and medium-size businesses (SMBs) and gauges their current levels of spending, forecast to double in 2012 and again in 2013.


Social Networking | Interactive Advertising | 2012 | Free for Subscribers | SMB | Industry Paper Archive

This memo is being made available to my fellow members of the Mobile Marketing and Advertising group on LinkedIn. It’s our Mobile Local Ad $pending Report (LA$R™), which we sell for $1,495. Don’t worry – it’s a freebie to my fellow MM&A lurkers. (You’re welcome.) The report details the numbers and growth forecasts for mobile devices (PDAs, tablets, smart phones, etc.) and provides a granular look at mobile advertising and marketing expenditures. We even track mobile spending by category (SMS, banners, streaming audio, etc.) and by delivery method. Disregard the columns that say “Index to Total U.S.” This is a national report; we also publish this for specific local markets, which is where the index comes in handy. Thought you might appreciate the –Gordon Borrell, CEO.


Free for Subscribers

This memo is being made available to my fellow members of the Social Media Marketing and Future Social Media groups on LinkedIn. It’s our Social Media Local Ad Spending Report (LA$R™), which we sell for $1,495. Don’t worry – it’s a freebie to my LinkedIn friends. (You’re welcome.) The report details the numbers and growth forecasts for social media by format (banners, targeted banners, paid search, etc.), the Top 5 spending categories, and a granular look at promotional (“non-advertising”) expenditures. Disregard the columns that say “Index.” They all say 100 because this is a national report; we also publish this for specific local markets, which is where the index comes in handy. Thought you might appreciate the detail. –Gordon Borrell, CEO.


Free for Subscribers

This memo is being made available to my fellow members of the Newspaper Professionals Network and the Local Newspapers group on LinkedIn. It is a memo authored at my request by Kip Cassino, our executive vice president of research at Borrell Associates and former president of the Newspaper Association of America’s Research Federation. I had just returned this week from a meeting with executives from a large newspaper company who had asked what our forecasts looked like for 2012. We’ve consistently been saying that we believe newspaper print advertising will experience a slight rebound (less than 2%), but have consistently been wrong in the timing of that occurrence. The rebound won’t be enjoyed by all, however. The memo describes the circumstances. –Gordon Borrell, CEO.


Free for Subscribers

Our latest report, “Budgeting for 2012: Local Online Advertising Forecasts and Key Growth Opportunities,” points to two amazing phenomenon. First, traditional media companies are gaining online share over pureplay Internet companies. And second, in a few short years, the vast majority of what we know as "online" will be served up on mobile devices. We are forecasting 18% growth next year as local online advertising goes from $15.7 billion to $18.5 billion in 2012. This report details the categories and formats pegged for growth, as well as individual market estimates.


Industry Paper Webinars | Webinars

Our latest report, “Budgeting for 2012: Local Online Advertising Forecasts and Key Growth Opportunities,” points to two amazing phenomenon. First, traditional media companies are gaining online share over pureplay Internet companies. And second, in a few short years, the vast majority of what we know as "online" will be served up on mobile devices. We are forecasting 18% growth next year as local online advertising goes from $15.7 billion to $18.5 billion in 2012. This report details the categories and formats pegged for growth, as well as individual market estimates.


Free Summaries

Our latest report, “Budgeting for 2012: Local Online Advertising Forecasts and Key Growth Opportunities,” points to two amazing phenomenon. First, traditional media companies are gaining online share over pureplay Internet companies. And second, in a few short years, the vast majority of what we know as "online" will be served up on mobile devices. We are forecasting 18% growth next year as local online advertising goes from $15.7 billion to $18.5 billion in 2012. This report details the categories and formats pegged for growth, as well as individual market estimates.


Interactive Advertising | Online | 2011 | Free for Subscribers | Budgeting | Industry Paper Archive

The following presentation was given by Gordon Borrell, CEO of Borrell Associates, at the Southern Newspaper Publishers Association News Industry Summit in Williamsburg, Va., on Oct. 11, 2011.


Free Summaries

The following presentation was given by Gordon Borrell, CEO of Borrell Associates, at the Southern Newspaper Publishers Association News Industry Summit in Williamsburg, Va., on Oct. 11, 2011.


Free for Subscribers

Gain an understanding of the national results of the consumer and advertiser study. Receive valuable insights into consumer and advertising spending. Compare figures to your market to see how you compare to what's occurring across the US.


2011 | Free for Subscribers | Promotions | Industry Paper Archive

Gain an understanding of the national results of the consumer and advertiser study. Receive valuable insights into consumer and advertising spending. Compare figures to your market to see how you compare to what's occurring across the US.


Industry Paper Webinars | Webinars

To make forecasting a little easier we have compiled a FREE "2011 Benchmarking Update: Local Online Media Revenue" mid-year update which includes local online-ad spending numbers for every local market in the U.S. The update also contains the Table of Contents and all Appendices from our April release, "Benchmarking Local Online Media, 2010 Revenue Survey" (this data was part of the $995 report).


2011

While Main Street tends to be cautious about change, local businesses are embracing mobile opportunities at remarkable rates. They watch people walk by their storefronts staring at small screens, and read in their trade publications about door-busting texting and mobile couponing campaigns for small businesses.


Industry Paper Webinars | Webinars

Main Street has gone “mobile,” adopting the latest new-media phenomenon at an alarming rate. Research indicates that half of all SMBs are hoping to jump on the mobile marketing bandwagon this year, driving combined spending on mobile advertising and promotions (including the ever-popular “deals”) over $1.2 billion this year. This 26-page report details the burst of interest by local businesses in using mobile devices to lure customers with proximity advertising, coupons and SMS offers. It offers 27 charts that show current and forecast trends for household penetration of mobile devices (including smartphones and tablets) and rich detail on local-business spending on mobile advertising and promotions.


Free Summaries

Main Street has gone “mobile,” adopting the latest new-media phenomenon at an alarming rate. Research indicates that half of all SMBs are hoping to jump on the mobile marketing bandwagon this year, driving combined spending on mobile advertising and promotions (including the ever-popular “deals”) over $1.2 billion this year. This 26-page report details the burst of interest by local businesses in using mobile devices to lure customers with proximity advertising, coupons and SMS offers. It offers 27 charts that show current and forecast trends for household penetration of mobile devices (including smartphones and tablets) and rich detail on local-business spending on mobile advertising and promotions.


Reports | Mobile | 2011 | Online | Free for Subscribers | Industry Paper Archive

At $22.6 billion in total ad expenditures this year, automotive will remain the second-highest offline advertising category (at $15.3 billion, behind general merchandise stores) and the third-highest online category (at $7.3 billion, behind general merchandise and real estate).What’s in store for new- and used-car automotive advertising? We’re forecasting an overall increase of 7.2 percent, from $21.1 billion in 2010 to $22.6 billion this year.


Industry Paper Webinars | Webinars

Automotive advertising is finally on the rebound. Our annual look at this important ad segment pegs it at $22.6 billion this year, running about 7 percent ahead of last year. Our 2011 Local Automotive Advertising Outlook examines trends in new-car sales (down), used-car sales (up) and the underlying mechanics causing dealers to shift their spending toward channels like online media and cinema advertising. The report, which includes 20 charts and graphs, dives deeper into the online phenomenon, showing that auto dealers are the most aggressive local advertisers on the web, and that they’re likely to carry that mentality over to mobile media.


Free Summaries

Automotive advertising is finally on the rebound. Our annual look at this important ad segment pegs it at $22.6 billion this year, running about 7 percent ahead of last year. Our 2011 Local Automotive Advertising Outlook examines trends in new-car sales (down), used-car sales (up) and the underlying mechanics causing dealers to shift their spending toward channels like online media and cinema advertising. The report, which includes 20 charts and graphs, dives deeper into the online phenomenon, showing that auto dealers are the most aggressive local advertisers on the web, and that they’re likely to carry that mentality over to mobile media.


2011 | Automotive | Classifieds | Free Archives of Older Papers | Free for Subscribers | Co-Op Advertising | Industry Paper Archive

Real estate has been one of the worst-hit advertising categories over the past five years. Yet it might just be the poster child for the advertising industry’s morphosis from analog to digital media. Despite another abysmal year for home sales last year and a drop in overall ad expenditures, real estate professionals increased their online marketing budgets 27 percent. Is there opportunity ahead for online media? Absolutely. Title: 2011 Real Estate Outlook: Mobile and Social Media Benefit Most from Rebound Date: Wednesday, May 25, 2011 Time: 1:30 PM - 2:30 PM EDT After registering you will receive a confirmation email containing information about joining the Webinar. System Requirements PC-based attendees Required: Windows® 7, Vista, XP or 2003 Server Macintosh®-based attendees Required: Mac OS® X 10.4.11 (Tiger®) or newer


Industry Paper Webinars | Webinars

The downturn in the housing industry has forged deep changes in the way real estate professionals spend their ad dollars. Market indices point to a slow recovery in home sales, but the advertising recovery has already begun. Expenditures are forecast to increase 8 percent this year, to $21.8 billion. The most-favored medium is online, where agents, brokers, builders and mortgage lenders will plow $8.9 billion. That makes real estate the second-largest online advertising category. Our 56-page annual outlook examines housing trends, shifts in advertising between traditional print, online, broadcast and other channels, and takes a deep dive into what agents are doing – and thinking – about online marketing.


Free Summaries

The downturn in the housing industry has forged deep changes in the way real estate professionals spend their ad dollars. Market indices point to a slow recovery in home sales, but the advertising recovery has already begun. Expenditures are forecast to increase 8 percent this year, to $21.8 billion. The most-favored medium is online, where agents, brokers, builders and mortgage lenders will plow $8.9 billion. That makes real estate the second-largest online advertising category. Our 56-page annual outlook examines housing trends, shifts in advertising between traditional print, online, broadcast and other channels, and takes a deep dive into what agents are doing – and thinking – about online marketing.


Social Networking | 2011 | Mobile | Real Estate | Classifieds | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Reveals current and planned use of each traditional and digital marketing channel, including legacy advertising media, social media and mobile marketing. More than 45,000 advertisers have participated in this survey.


Borrell Advertiser Surveys | old

Despite the dearth of available jobs, recruitment marketing continues to grow – up an estimated 5.8% this year for all marketing expenditures and up 18.6% for online advertising. This Webinar is based on our report, “2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?” Join us for our annual analysis of this important business segment.


Industry Paper Webinars | Webinars

Despite the dearth of available jobs, recruitment marketing continues to grow – up an estimated 5.8% this year for all marketing expenditures and up 18.6% for online advertising. More than any other advertising category, recruitment has undergone the greatest transformation. Human resources professionals last year spent 57% of their advertising budgets on online media, principally to buy job postings or to access resume databases. That’s the largest share devoted to online for any advertising category. This report, “2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?,” represents our annual analysis of this important segment.


Free Summaries

Despite the dearth of available jobs, recruitment marketing continues to grow – up an estimated 5.8% this year for all marketing expenditures and up 18.6% for online advertising. More than any other advertising category, recruitment has undergone the greatest transformation. Human resources professionals last year spent 57% of their advertising budgets on online media, principally to buy job postings or to access resume databases. That’s the largest share devoted to online for any advertising category. This report, “2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?,” represents our annual analysis of this important segment.


2011 | Classifieds | Free Archives of Older Papers | Free for Subscribers | Recruitment | Social Networking | Industry Paper Archive

Our 9th annual, "Benchmarking Local Online Media: 2010 Survey," is out, delivering eye-popping insights on local online media revenues. Sites that focus on a particular category of content have begun to dominate the landscape, and many local operations that are the most successful are generating millions of dollars by selling a myriad of products beyond just banners. This industry paper analyzes revenue from nearly 4,600 local interactive operations and provides appendices listing market-by-market online ad spending by format, including spending on local coupons.


Industry Paper Webinars | Webinars

Our 9th annual, "Benchmarking Local Online Media: 2010 Survey," is out, delivering eye-popping insights on local online media revenues. Sites that focus on a particular category of content have begun to dominate the landscape, and many local operations that are the most successful are generating millions of dollars by selling a myriad of products beyond just banners. This industry paper analyzes revenue from nearly 4,600 local interactive operations and provides appendices listing market-by-market online ad spending by format, including spending on local coupons.


Free Summaries

Our 9th annual, "Benchmarking Local Online Media: 2010 Survey," is out, delivering eye-popping insights on local online media revenues. Sites that focus on a particular category of content have begun to dominate the landscape, and many local operations that are the most successful are generating millions of dollars by selling a myriad of products beyond just banners. This industry paper analyzes revenue from nearly 4,600 local interactive operations and provides appendices listing market-by-market online ad spending by format, including spending on local coupons.


Interactive Advertising | Online | 2011 | Free Archives of Older Papers | Free for Subscribers | Benchmarking | Industry Paper Archive

The Television Bureau of Advertising (TVB) is partnering with Borrell Associates to extend its Small and Medium Business (SMB) Advertiser Surveys to TVB members. The SMB Advertiser Survey program has been ongoing since Summer 2010, with more than 10,000 SMBs participating thus far. The survey provides tremendous insights into what small and medium-size businesses are doing and planning to do with their ad budgets. The survey offers an opportunity to find out what’s happening with your advertising clients and prospects and be able to compare that data directly with other advertisers across the country. Key questions are: * What kind of sales pressure are they under? * What changes are taking place in media buys? * How are your advertisers changing their marketing and advertising behaviors with the advent of so many digital opportunities, including social media and mobile? The opt-in period for the Borrell-TVB survey runs from now until May 15, 2011. The survey period closes May 30. Participants will get the results of their own survey within two weeks of the launch date. Participation is $995 per TVB member. This pays for link and data collection and entitles you to the three basic reports: PDF Summary & Question-by-Question Excel for your market and overall summary Powerpoint report. More-detailed reports are available for purchase. Clients will also be able to buy “custom” reports for their business segments. Discounts are available for group buys. To speak to someone, call Greg Harmon at Borrell Associates at 1-415-566-4348.


Special Presentations

It used to be that an expensive lunch, a round of golf or even a deep-sea fishing expedition was all it took to ply big bucks from advertisers. But now that the bigger advertisers seem reticent to buy on relationship and more interested in discussing ROI, the greener pastures are with those once-overlooked smaller advertisers. And they’ve quickly become everybody’s new best friends.


Industry Paper Webinars | Webinars

Local media companies looking for greener pastures have turned to Main Street shops, hoping to find gold. In our survey of 2,872 small and medium size businesses (SMBs), we found that they plan to increase their ad budgets 4.5% this year, but their online budgets 29%. The biggest gainers: email and social media advertising, including spending on their own websites. While 86% of SMBs reported having a website last year, that’s expected to go to 91% in 2011 – meaning there are very few left without a web presence.


Free Summaries

Local media companies looking for greener pastures have turned to Main Street shops, hoping to find gold. In our survey of 2,872 small and medium size businesses (SMBs), we found that they plan to increase their ad budgets 4.5% this year, but their online budgets 29%. The biggest gainers: email and social media advertising, including spending on their own websites. While 86% of SMBs reported having a website last year, that’s expected to go to 91% in 2011 – meaning there are very few left without a web presence.


2011 | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers | SMB

If you missed our 2011 Local Online Advertising Conference (or even if you were there) and want to view the presentations, they're now available for watching.

Highlights include Clay Christensen's much-talked-about keynote, "Local Media, Disrupted: Why Organizational Structure is Key to Seizing Digital Share," and Deseret Digital Media President and CEO Clark Gilbert's, "The Local Media Manager's Dilemma: Managing Old Media Down and New Media Up."


Special Presentations

We have posted all available presentations. A limited selection of the speakers and sessions do not have related presentation materials. All files in the zip archive are PowerPoint 2003 or 2007 format. Any presentations not available in PowerPoint 2003 or 2007 formats will not be included in the presentation downloads.


Special Presentations

Everybody’s trying to reach a local audience these days, but our new report finds that hyperlocal might also mean hypersmall. The big attraction to “local” comes from the fact that local websites hold more value because their site visitors make the vast majority household purchases within a few miles of their homes. Our new report digs into a few disturbing aspects of local site traffic, including data that show that the unique visitor-to-actual-people ratio is nearly 4 to 1.


Free Summaries

Everybody’s trying to reach a local audience these days, but our new report finds that hyperlocal might also mean hypersmall. The big attraction to “local” comes from the fact that local websites hold more value because their site visitors make the vast majority household purchases within a few miles of their homes. Our new report digs into a few disturbing aspects of local site traffic, including data that show that the unique visitor-to-actual-people ratio is nearly 4 to 1.


Online | 2010 | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

It's always good news when we can tell our clients to expect money to drop in their laps, and here's something that foretells that possibility: Online ad networks have finally hit a tipping point, which has begun to open the floodgates for national, regional and local advertising placement. In short, a lot of that unsold ad inventory at the local level is about to be snapped up by higher-CPM network buys.


Industry Paper Webinars | Webinars

After years of unfulfilled promise, local ad networks have reached maturity. Stories of CPMs doubling and large “spot” buys mean that the floodgates have begun opening for networks that offer targeted banners down to local websites. It may mean a bonanza for local media managers, many of whom operate sites with half their inventory unsold. The biggest beneficiaries are likely to be newspaper, TV and yellow pages websites, which control 80% of all local banner advertising, as well as the ad networks themselves.


Free Summaries

After years of unfulfilled promise, local ad networks have reached maturity. Stories of CPMs doubling and large “spot” buys mean that the floodgates have begun opening for networks that offer targeted banners down to local websites. It may mean a bonanza for local media managers, many of whom operate sites with half their inventory unsold. The biggest beneficiaries are likely to be newspaper, TV and yellow pages websites, which control 80% of all local banner advertising, as well as the ad networks themselves.


2011 | Free Archives of Older Papers | Free for Subscribers | Agencies | Industry Paper Archive

Since 2001, Borrell Associates has been a pioneer in scrutinizing local media and the impact of disruptive technology on its ad revenues. In 2003, its landmark report on the subject, done in conjunction with then Harvard Assistant Professor Clark Gilbert, a protégé of Clay Christensen, was released. The report was a major wake-up call to the country’s local media giants. A 2007, condensed reprint of “Disruptive Technology and Local Media” is available for free.


2007 | Industry Paper Archive | Free Archives of Older Papers

Retail sales will dip this year, but that hasn’t stopped retailers from plowing more money into marketing. Retail ad expenditures are up 9% and their promotions spend is up 16.6%. This 60-page report, "U.S. Retailing: Sales, Marketing and the Move to Online," details game-changing shifts. While traditional advertising is forecast to increase 5% over the next five years, promotions and non-ad marketing will increase at five times that rate. And the biggest gainer of all, of course, will be interactive marketing. The report includes an appendix that details online and offline marketing expenditure trends for 34 individual business categories.


Industry Paper Webinars | Webinars

Retail sales will dip this year, but that hasn’t stopped retailers from plowing more money into marketing. Retail ad expenditures are up 9% and their promotions spend is up 16.6%. This 60-page report, "U.S. Retailing: Sales, Marketing and the Move to Online," details game-changing shifts. While traditional advertising is forecast to increase 5% over the next five years, promotions and non-ad marketing will increase at five times that rate. And the biggest gainer of all, of course, will be interactive marketing. The report includes an appendix that details online and offline marketing expenditure trends for 34 individual business categories.


Free Summaries

Retail sales will dip this year, but that hasn’t stopped retailers from plowing more money into marketing. Retail ad expenditures are up 9% and their promotions spend is up 16.6%. This 60-page report, "U.S. Retailing: Sales, Marketing and the Move to Online," details game-changing shifts. While traditional advertising is forecast to increase 5% over the next five years, promotions and non-ad marketing will increase at five times that rate. And the biggest gainer of all, of course, will be interactive marketing. The report includes an appendix that details online and offline marketing expenditure trends for 34 individual business categories.


Online | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Bigger than Advertising and Promotions combined.

US Businesses invest huge sums to support their digital presence. If you are thinking about offering "digital agency services" or have already started tapping into this critical component of SMB marketing, our Excel-based DSSR report will inform your budget and help you pinpoint the business categories you need to be pursuing to grow this part of your business.

  • Website design & maintenance
  • Online video production
  • App development
  • SEO
  • Email management
  • More than a dozen other digital marketing categories
Digital Service Spending Report pie chart


Local Ad Data

The Borrell Real Estate LA$R™ begins with a demographic overview of the consumers in the specific collection of counties that you use to define your market area. This data is projected from the results of the semi-annual survey of 100,000 US adults conducted by Scarborough Research.


Classifieds/Verticals Spending

Our recruitment report uses data from the U.S. Bureau of Labor Statistics, Scarborough Research, Dun & Bradstreet, and SRC DemogaphicsNow to estimate the amount of locally generated recruitment activity expected in a market during the year. The table estimates the number of job openings by six skill levels in 22 employer categories, and estimates the amounts that are being spent on advertising to fill those jobs in 5 media and 4 non-advertising recruiting channels. The report projects recruitment spending back one year and out five years, by year, for each of the nine marketing channels covered by the report. It also looks at monthly variation – averaged over 7 years – in job openings in each of those employer categories.


Classifieds/Verticals Spending

Online Share Report pie chart

What kinds of sites are advertisers using to reach your market?

This report shows you the share of online ad spending that is captured by websites operated by seven types of traditional media companies and by "pure-plays" ‒ sites that sell advertising but aren't affiliated with local media companies (the "dot-coms").

  • Compute your share of the local online ad spending going to sites operated by your legacy medium
  • Compute your share of the total local and national ad spend reaching your market

The Online Share report includes total spending on each media type, so you can compare your share of legacy ad spending to your share of digital ad spending.

Track your market shares over time to benchmark your progress.


Local Ad Data

The power of proximity-based, or location-based, advertising poses radical challenges to the mass media model of aggregating local audiences and selling them to local advertisers. Our latest report, “Proximity-Based Marketing: Mobile Devices Untether Advertising from Media,” examines the latest in a 15-page industry paper that gauges mobile proximity-based advertising at $200 million this year, swelling to $760 million in 2011 and springing to $6 billion by 2015.


Free Summaries

The power of proximity-based, or location-based, advertising poses radical challenges to the mass media model of aggregating local audiences and selling them to local advertisers. Our latest report, “Proximity-Based Marketing: Mobile Devices Untether Advertising from Media,” examines the latest in a 15-page industry paper that gauges mobile proximity-based advertising at $200 million this year, swelling to $760 million in 2011 and springing to $6 billion by 2015.


Interactive Advertising | 2010 | Mobile | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers

Borrell Associates forecasts that U.S. spending for ads delivered by mobile apps will explode from $305 million this year to $685 million next year and more than $8 billion by 2015 – with $1.2 billion of that coming from local advertisers. Join us for an hour discussion of the position apps are forecasted hold in the marketplace and how that compares to other forms of mobile advertising. In this Webinar, we will focus on the local mobile opportunity and share some examples of apps that are making money with local content and local advertising. Thu, Sep 23, 2010 1:00 PM - 2:00 PM EDT


Industry Paper Webinars | Webinars

Mobile apps are all the rage. More than a half-million apps are downloaded every single hour, and the average smartphone user has 22. But the future is cloudy for those trying to tackle the mobile universe via an app. Research shows that after six months, only one of those original 22 apps is still in use. On top of that, a debate is raging as to whether apps will survive a more sophisticated mobile browser fueled by HTML5.


Free Summaries

Mobile apps are all the rage. More than a half-million apps are downloaded every single hour, and the average smartphone user has 22. But the future is cloudy for those trying to tackle the mobile universe via an app. Research shows that after six months, only one of those original 22 apps is still in use. On top of that, a debate is raging as to whether apps will survive a more sophisticated mobile browser fueled by HTML5.


2010 | Mobile | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Social networks are increasing their ad revenues at a tremendous pace and before long it could take a toll on ad spending at local media Web sites. In this latest paper, we track the advertising and promotion spending for social networking as well the new rules of marketing under this new “anti-mass” media. Included in the paper is the latest local and national ad and promotions spending projections for social networks by DMA.


Free Summaries

Social networks are increasing their ad revenues at a tremendous pace and before long it could take a toll on ad spending at local media Web sites. In this latest paper, we track the advertising and promotion spending for social networking as well the new rules of marketing under this new “anti-mass” media. Included in the paper is the latest local and national ad and promotions spending projections for social networks by DMA.


Online | Social Networking | 2010 | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Mobile marketing is exploding, fueled by an installed consumer base of 234 million cell phone users and the quick uptake of smart phones, now in the hands of nearly one-third of consumers. The implications at the local level are enormous. This report examines mobile marketing, breaking down the difference between mobile advertising and mobile promotions, and examines what appears to be the first “killer app” for mobile: couponing. It is the first – and a scene-setter – in a series of reports we will publish this year on the local mobile marketing phenomenon.


Industry Paper Webinars | Webinars

Mobile marketing is exploding, fueled by an installed consumer base of 234 million cell phone users and the quick uptake of smart phones, now in the hands of nearly one-third of consumers. The implications at the local level are enormous. This report examines mobile marketing, breaking down the difference between mobile advertising and mobile promotions, and examines what appears to be the first “killer app” for mobile: couponing. It is the first – and a scene-setter – in a series of reports we will publish this year on the local mobile marketing phenomenon.


Free Summaries

Mobile marketing is exploding, fueled by an installed consumer base of 234 million cell phone users and the quick uptake of smart phones, now in the hands of nearly one-third of consumers. The implications at the local level are enormous. This report examines mobile marketing, breaking down the difference between mobile advertising and mobile promotions, and examines what appears to be the first “killer app” for mobile: couponing. It is the first – and a scene-setter – in a series of reports we will publish this year on the local mobile marketing phenomenon.


2010 | Mobile | Interactive Advertising | Online | Free Archives of Older Papers | Free for Subscribers | Promotions | Industry Paper Archive

Set your ad budget with confidence. Get newly released 2009 marketing expenditures for every DMA in our Interactive Marketing Expenditures Estimates report.


Reports

It’s an “even” year, which means another uptick in political advertising. That’s good news for broadcasters – where most of political advertising winds up – and good news for just about everybody else, too, because of a recent Supreme Court ruling that should open the door to about $400 million more political ad spending this year. A decade-long uptick in political spending has forced a crooked smile on our forecast. It starts at $4.2 billion this year and zig-zags up to $41 billion in the 2012 presidential election year. Online is still barely 1% of all political advertising, just $44 million this year. Our 24-page report includes 12 charts and an appendix estimating political ad spending in each of the 210 DMAs.


Free Summaries

It’s an “even” year, which means another uptick in political advertising. That’s good news for broadcasters – where most of political advertising winds up – and good news for just about everybody else, too, because of a recent Supreme Court ruling that should open the door to about $400 million more political ad spending this year. A decade-long uptick in political spending has forced a crooked smile on our forecast. It starts at $4.2 billion this year and zig-zags up to $41 billion in the 2012 presidential election year. Online is still barely 1% of all political advertising, just $44 million this year. Our 24-page report includes 12 charts and an appendix estimating political ad spending in each of the 210 DMAs.


2010 | Online | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Last year $12.6 billion was spent in online advertising by local advertisers. Sales were dominated by pure-play Internet companies with no ties to legacy media However, for the first time since we began tracking local shares in 2001, pure-play companies lost ground. It’s all outlined here in our 7th annual revenue survey of over 6,000 local Web sites.


Industry Paper Webinars | Webinars

Make your sales and marketing more efficient.

Track spending by local and national businesses in 100 categories that are trying to reach consumers in your market with

  • Traditional Advertising (11 media)
  • Promotions Spending (16 channels)
  • Digital Advertising (6 formats)
  • Mobile Advertising (5 delivery methods)

"At the Dow Jones local media properties we are big fans of Borrell's Compass report and use it on a daily basis.

At the management level we use Compass to track market share, set budgets, prioritize categories of business to pursue and to determine what growing digital offerings we need to provide for our clients. We use the Compass as a tactical tool as well. We use the Compass data to get appointments with prospects, accelerate the sales dialogue around their budgets and frame the conversations around shifting media spending. It really positions us as experts to the local SMBs.

Borrell has always been available for training as we need, and provides regular user group training and impromptu training for new users."

Kurt Lozier, SVP of Digital Media & Product Management at Dow Jones Local Media Group


Local Ad Data

We have posted all available presentations. A limited selection of the speakers and sessions do not have related presentation materials. All files in the zip archive are PowerPoint 2003 or 2007 format. Any presentations not available in PowerPoint 2003 or 2007 formats will not be included in the presentation downloads. If you attended our conference, please take a moment and fill out a simple survey so that we may better serve you.


Special Presentations

Six years ago publishers were willing to accept the proposition that “information wants to be free.” Today, fueled by the dot-bomb debacle and new guidelines from the Audit Bureau of Circulations, publishers appear more eager to embrace the notion that “information providers want to be paid.” This turnaround threatens to dilute the accomplishments of a remarkable period when a $60 billion, 395-year-old industry reared up on its hind legs and began to achieve the unthinkable: It recognized a disruptive technology early, accepted an unconventional business model, and seized a market position.


Free Summaries

While many trends are decidedly negative, there are pockets of upward movement in real estate advertising that media companies can exploit in the short run, and major trends that they can harness for the long haul. Our new annual Real Estate Advertising Outlook report quantifies those trends, identifies the bright spots, and describes the underlying forces that will shape real estate advertising in the next decade.


Industry Paper Webinars | Webinars

Has the mighty real estate advertising category peaked out for online media? Our "2010 Real Estate Outlook" describes major trends in spending by agents, brokers, apartment owners and mortgage lenders and issues our forecast for this year. This ad category declined 20% last year, from $24.4 billion to $19.6 billion. We're forecasting a mild bounce back in 2010 at 3% growth. Our annual assessment of this important category describes the situation and offers 20 charts and graphs detailing how real estate ad dollars are shifting. It also includes appendices offering detailed data on U.S. ad spending in this category, as well as a market-by-market estimates of national and local spending for 210 cities. Don't forget to sign up for the Webinar to discuss this report on Thursday, 2/4, 2pm to 3pm ET for just $75 (free for subscribers).


Real Estate | 2010 | Classifieds | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Coupon use is up an amazing 36% over last year, but retailers are beginning to increase their use of the Internet as a distribution channel, particularly for higher-priced items. While the Internet still accounts for less than 5% of all coupon redemptions, Internet coupons represent 20% of the value of those redemptions. Our latest research quantifies why so many media companies are redoubling their efforts on launching coupon and shopping Web sites and mobile applications.


Interactive Advertising | Newspapers | Online | 2009 | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Gordon Borrell's presentation at Radio Ink, Dec 8, 2009 NYC.


Special Presentations

‘Tis the season for giving, and in that spirit Borrell Associates is pleased to make our 2010 mobile ad-spending estimates for more than 200 local markets our holiday gift to you – along with a little analysis as to what to expect next year. It’s free


2009 | Mobile | Research Memos | Free Archives of Older Papers | Industry Paper Archive

Our latest report details the decline in online recruitment advertising this year, but we forecast a 20% increase for 2010. This report, "Recruitment Advertising Outlook 2010: A Jobless Recovery," comes with an Appendix that details local online ad spending projections by online ad formats (display, paid search, e-mail and video) in over 900 local markets.


Free Summaries

Our latest report details the decline in online recruitment advertising this year, but we forecast a 20% increase for 2010. This report, "Recruitment Advertising Outlook 2010: A Jobless Recovery," comes with an Appendix that details local online ad spending projections by online ad formats (display, paid search, e-mail and video) in over 900 local markets.


2009 | Classifieds | Recruitment | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Our new report, "Auto Advertising Outlook 2010: Running on Empty," brings good news for online advertising in 2010. Meanwhile, the rack publications and yellow pages will continue taking it on the chin. Overall, we expect the total U.S. ad spend for new cars to rise to $19.2 billion from the low of $18.4 billion in 2009.


Free Summaries

Our new report, "Auto Advertising Outlook 2010: Running on Empty," brings good news for online advertising in 2010. Meanwhile, the rack publications and yellow pages will continue taking it on the chin. Overall, we expect the total U.S. ad spend for new cars to rise to $19.2 billion from the low of $18.4 billion in 2009.


2009 | Automotive | Classifieds | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Borrell‘s estimates cover ad spending for virtually all media types, from newspapers to out-of-home to television, with a particular focus on the Internet and emerging media. Borrell Associates focuses the online portion of its advertising model on individual markets through Ad$pend, WebAudit and customized reports that are designed to help managers turn the model’s raw numbers into actionable information.


Free Archives of Older Papers

New England Association of Circulation Executives presentation by Gordon Borrell. Nov 5, 2009.


Special Presentations

Borrell’s Automotive LA$R™ provides much more detail on how local car dealers (both independent and franchised), dealer associations and automobile manufacturers are spending on advertising to reach consumers in your market.


Classifieds/Verticals Spending

The following presentation was delivered by Bill Caudill on Oct. 20, 2009, at the Ramada Inn in Topeka at the Kansas Association of Broadcasters annual convention. The slides contained in this presentation may be used only with permission from Borrell Associates. For information, call 757-221-6641 or e-mail us at info@borrellassociates.com.


Special Presentations

The following presentation was delivered by Gordon Borrell on Oct. 20,2009, at the Ritz-Carlton in Naples, Fla., at the Southern Newspaper Publishers Association Annual Convention.


Special Presentations

Coupon use is up an amazing 36% over last year, but retailers are beginning to increase their use of the Internet as a distribution channel, particularly for higher-priced items. While the Internet still accounts for less than 5% of all coupon redemptions, Internet coupons represent 20% of the value of those redemptions. Our latest research quantifies why so many media companies are redoubling their efforts on launching coupon and shopping Web sites and mobile applications.


Free Summaries

It may be a horrible year for advertising overall, but not for local online – and certainly not for some companies seeing double- and even triple-digit growth for local operations. Local online advertising is growing at a 12% clip this year, and we’ve taken a look at 2010 and expect further growth. This report forecasts 2010 local online sales to hit $14.9 billion, or 5% higher than where we’re expecting things to end up this year. While mobile is a hot topic, we’re projecting it to be a relatively small category locally – only $500 million – in 2010.


Free Summaries

It may be a horrible year for advertising overall, but not for local online – and certainly not for some companies seeing double- and even triple-digit growth for local operations. Local online advertising is growing at a 12% clip this year, and we’ve taken a look at 2010 and expect further growth. This report forecasts 2010 local online sales to hit $14.9 billion, or 5% higher than where we’re expecting things to end up this year. While mobile is a hot topic, we’re projecting it to be a relatively small category locally – only $500 million – in 2010.


Interactive Advertising | Online | 2009 | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Many advertisers continue to be hesitant to advertise with Interactive Media. This Webinar Series will explore some common objections from local advertisers facing account executives and offer reasons as to why Interactive Media is an effective tool for those advertisers.


Special Webinars | Webinars

Real estate advertising retrenched in 2007. While this $11 billion advertising category shows signs of contraction, the interesting story is what’s happening to the internal components. Our report assesses both current trends and future patterns of how agents and brokers will spend on traditional advertising, as well as what they’re investing in their own Web sites right now.


Free Summaries

Presentation by Gordon Borrell at Suburban Newspapers Association Fall Conference on September 25, 2009.


Special Presentations

The following presentation was delivered by Gordon Borrell on Sept. 16,2009, at the Ramada Plaza Suites in Fargo, North Dakota, at the North Dakota Broadcasters Association Fall Sales Seminar & Awards Ceremony.


Special Presentations

This brochure includes sponsorship information and pricing for the various levels of sponsorship.


Special Presentations

This United States overall Media Usage Report provides a snapshot of local media usage – including newspapers, coupons, online services, and overall broadband/Internet usage. This report also illustrates the levels of online spending by consumers on key items such as clothing, computer software, books, etc and the leading reasons for visiting Web sites. We use a combination of Scarborough Research’s data (updated twice a year) and the Claritas PRIZM cluster segmentation.


Consumer Demographic Data

If you are eager to break out of the same old newspaper site mold – and bold enough – join us for a "Press Forward" Webinar designed to lift the veil on the competition and identify and illuminate the local opportunities.


Special Webinars | Webinars

For deep dives into key verticals in your market

Recruitment LA$R

For each of 26 employer categories:

  • Projected job openings by skill level
  • Current and forecast Recruitment ad spending on 5 media channels
  • Spending on employment and temp agencies, job fairs and onsite materials
  • Monthly variation in job openings

Automotive LA$R

  • Current and forecast spending on each media type by
    • Independent and Franchised Dealers
    • Dealer Associations
    • Manufacturers
  • Spending on new cars vs. used cars
  • Vehicle unit sales by dealer employee count

Real Estate LA$R

  • Current and forecast ad spending (Residential vs. Industrial) on each of 11 media types by
    • Real Estate developers
    • Mortgage Providers
    • Brokers & Agents
    • Rental Property Managers
  • Population shares of 14 social group types
  • Market demographics and consumer behavior summary


Local Ad Data

While everyone’s been writing the obituary for the newspaper industry, our numbers are showing something entirely different. We’re expecting U.S. newspapers to see a decline in 2009, then a mild rebound over the next five years. Our latest projections call for a 2.4% increase in newspaper advertising in 2010, and low single-digit increases for several more years. Download our free memo describing our projections. We also offer a market-by-market estimate for newspaper spending in 2009 and 2014 for $295.


Newspapers | 2009 | Research Memos | Free Archives of Older Papers | Industry Paper Archive

The following presentation was delivered by Gordon Borrell on June 26,2009, at the Hilton Virginia Beach Oceanfront Hotel in Virginia Beach, Va., at the Virginia Association of Broadcasters’ 72nd Annual Summer Convention.


Special Presentations

If you are eager to break out of the same old newspaper site mold – and bold enough – join us for a "Press Forward" Webinar designed to lift the veil on the competition and identify and illuminate the local opportunities.


Special Webinars | Webinars

Presentation by Gordon Borrell at the Google Symposium, 2009.


Special Presentations

In our latest research and analysis paper we discover the local search-advertising marketplace may be headed for a shakeout where less-sophisticated affiliates and resellers of search advertising could see their business models collapse and their advertisers flee. Scooping up the business will be savvy affiliates and resellers who are able to optimize SEM performance through software tools and reporting that show actual ROI to advertisers.


Search | 2009 | Online | Free Archives of Older Papers | Industry Paper Archive

This is a basic glossary of the definitions we use on our website, research, and presentations.


Free Archives of Older Papers

Are small- and medium-sized business owners changing their spending habits? Are they abandoning traditional media for the Internet? Is the recession a tipping point for their ad spend?


Industry Paper Webinars | Webinars

Are small- and medium-sized business owners changing their spending habits? Are they abandoning traditional media for the Internet? Is the recession a tipping point for their ad spend?


Free Summaries

The Internet has put another print medium in its crosshairs: direct mail. The popularity of e-mail marketing is set to skyrocket as a result. This report details our forecast for a dramatic 39% drop in direct mail and corresponding rise in e-mail advertising – which was already at $12.1 billion last year. E-mail, in fact, quietly became the No. 1 interactive advertising format last year, surpassing banners and search advertising.


Free Summaries

The Internet has put another print medium in its crosshairs: direct mail. The popularity of e-mail marketing is set to skyrocket as a result. This report details our forecast for a dramatic 39% drop in direct mail and corresponding rise in e-mail advertising – which was already at $12.1 billion last year. E-mail, in fact, quietly became the No. 1 interactive advertising format last year, surpassing banners and search advertising.


2009 | Online | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

Last year $12.6 billion was spent in online advertising by local advertisers. Sales were dominated by pure-play Internet companies with no ties to legacy media However, for the first time since we began tracking local shares in 2001, pure-play companies lost ground. It’s all outlined here in our 7th annual revenue survey of over 6,000 local Web sites.


Online | 2009 | Free Archives of Older Papers | Free for Subscribers | Benchmarking | Industry Paper Archive

SNA in partnership with Borrell Associates is offering a four-part series of Internet sales-training Webinars presented by their sales and training experts designed to immediately increase revenue for your site. Become the Internet authority in your marke


Subscriptions

Last year $12.6 billion was spent in online advertising by local advertisers. Sales were dominated by pure-play Internet companies with no ties to legacy media However, for the first time since we began tracking local shares in 2001, pure-play companies lost ground. It’s all outlined here in our 7th annual revenue survey of over 6,000 local Web sites.


Free Summaries

Are small- and medium-sized business owners changing their spending habits? Are they abandoning traditional media for the Internet? Is the recession a tipping point for their ad spend?


Interactive Advertising | Online | 2009 | Free Archives of Older Papers | Free for Subscribers | SMB | Industry Paper Archive

The Borrell Annual Industry Paper Subscription Plan gives you access to the latest in local online and mobile ad trends and forecasts.


Subscriptions

2009 will be the first in many in which some components of interactive advertising show little or no growth, or may even decline. The changes foreseen are not cyclical, and show no sign of improving quickly, irrespective of upward movement in the nation’s economy.


Free Summaries

2009 will be the first in many in which some components of interactive advertising show little or no growth, or may even decline. The changes foreseen are not cyclical, and show no sign of improving quickly, irrespective of upward movement in the nation’s economy.


Interactive Advertising | 2009 | 2008 | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers

The oldest newspaper, radio, TV and “city.com” Web sites turned 14 years old this year. In that short time span they have evolved from being interesting experiments to become their parent organizations’ center of attention and financial saviors. Some of them now generate millions in revenue and significant profits, and have high potential for continued growth – begging the question of just how much these local Web sites might be worth.


Free Summaries

The oldest newspaper, radio, TV and “city.com” Web sites turned 14 years old this year. In that short time span they have evolved from being interesting experiments to become their parent organizations’ center of attention and financial saviors. Some of them now generate millions in revenue and significant profits, and have high potential for continued growth – begging the question of just how much these local Web sites might be worth.


Online | 2008 | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers

Print yellow page directories face the most uncertain future of all media. We’re estimating that the yellow pages industry will lose $39% of its in annual revenue over the next five years, amounting to a loss of $5 billion in annual revenue by 2013. Meanwhile, there is a simultaneous increase in the industry’s “addressable market” of search engine advertising and local online video, giving publishers a larger cache of advertising products to sell. Video shows the most promise, growing from a $1.4 billion category this year to $7.6 billion in 2013.


Free Summaries

Print yellow page directories face the most uncertain future of all media. We’re estimating that the yellow pages industry will lose $39% of its in annual revenue over the next five years, amounting to a loss of $5 billion in annual revenue by 2013. Meanwhile, there is a simultaneous increase in the industry’s “addressable market” of search engine advertising and local online video, giving publishers a larger cache of advertising products to sell. Video shows the most promise, growing from a $1.4 billion category this year to $7.6 billion in 2013.


Yellow Pages | Interactive Advertising | 2008 | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers

The 2008 World Association of Newspapers revenue benchmarking survey includes data from newspapers in all major regions of the globe. It covers print and online revenues, the key verticals, and trends over the past three years. This unique resource is a special benefit provided to our subscribers. It is for internal use only and is not to be circulated outside your organization.


Newspapers | Industry Paper Archive | 2008 | Free Archives of Older Papers | Free for Subscribers

Local media Web sites are sharing in the $13.1b local online ad revenue pie this year, but Internet pure-plays continue to gobble up the most. While newspaper sites have gone on the attack, we see some dramatic share grabs from other media online.


Free Summaries

Local media Web sites are sharing in the $13.1b local online ad revenue pie this year, but Internet pure-plays continue to gobble up the most. While newspaper sites have gone on the attack, we see some dramatic share grabs from other media online.


Online | 2008 | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers | Benchmarking

In 2007, businesses spent $806 billion to get the word out about their products, services and companies. Most of it, $483 billion went toward promotions – non-advertising marketing expenses that range from discounts, contests, coupons, rebates and sponsorships to white papers, public relations and viral marketing campaigns.


Free Summaries

With a third of the working population reaching retirement age over the next decade we expect a huge demand to fill all types of jobs. Over the next four years, we expect total recruitment spending to increase 25%, from $58 billion in 2008 to $73 billion in 2012. The prime beneficiary will be online media. Online spending will increase 23.5% to a record high of over $11 billion.


Free Summaries

In 2007, businesses spent $806 billion to get the word out about their products, services and companies. Most of it, $483 billion went toward promotions – non-advertising marketing expenses that range from discounts, contests, coupons, rebates and sponsorships to white papers, public relations and viral marketing campaigns.


Online | 2008 | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers

With a third of the working population reaching retirement age over the next decade we expect a huge demand to fill all types of jobs. Over the next four years, we expect total recruitment spending to increase 25%, from $58 billion in 2008 to $73 billion in 2012. The prime beneficiary will be online media. Online spending will increase 23.5% to a record high of over $11 billion.


Interactive Advertising | Online | 2008 | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers

This complete U.S. WebAudit™ is our FINAL estimate for 2007 and supersedes all others. This report gives you essential online ad spending data for the whole country. We can configure a WebAudit™ for any market by DMA, city or county(ies).


2007 | Industry Paper Archive | Free Archives of Older Papers | Free for Subscribers

Politicians will spend $4.8 billion on political advertising this year, but don't expect much of that to land on the Web. Online media will get about $20 million, most of it going to search.


Free Summaries

Politicians will spend $4.8 billion on political advertising this year, but don't expect much of that to land on the Web. Online media will get about $20 million, most of it going to search.


Online | Industry Paper Archive | 2008 | Free Archives of Older Papers | Free for Subscribers | Political

The growth of online media buying by local businesses -- particularly for paid search, directories and video -- has outstripped our expectations and has driven our estimates significantly higher for 2008.


Online | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive

The growth of online media buying by local businesses -- particularly for paid search, directories and video -- has outstripped our expectations and has driven our estimates significantly higher for 2008.


Free Summaries

Real estate advertising retrenched in 2007. While this $11 billion advertising category shows signs of contraction, the interesting story is what’s happening to the internal components. Our report assesses both current trends and future patterns of how agents and brokers will spend on traditional advertising, as well as what they’re investing in their own Web sites right now.


Industry Paper Archive | Newspapers | 2007 | Free Archives of Older Papers | Free for Subscribers

With this report, Borrell Associates is expanding the scope of its marketing spending estimates to include Online Sales Promotions and Marketing Public Relations. A regular display ad can't compete with a coupon or a cash discount when it comes to tracking results, and we forecast tremendous growth in both Sales Promotions and MPR as advertisers migrate toward marketing vehicles that provide a maximum ROI. This subscriber version includes a more granular look at the different components of online ad spending in each market - Banner, Local Search, Email, Streaming Video/Audio, Online Promotions, Online Public Relations. These are looked at in two views - the National Advertising dollars per DMA, and Local Advertising dollars per DMA.


Reports

This report contains city-by-city estimates for: 1. Spending by national advertisers on online ads, paid search and e-mail to reach local markets. 2. Spending by local advertisers in each market on online ads, paid search and e-mail advertising. 3. Spending on national and local online promotions (contests, couponing, sweepstakes, etc.) for each market.


Reports

Six years ago publishers were willing to accept the proposition that “information wants to be free.” Today, fueled by the dot-bomb debacle and new guidelines from the Audit Bureau of Circulations, publishers appear more eager to embrace the notion that “information providers want to be paid.” This turnaround threatens to dilute the accomplishments of a remarkable period when a $60 billion, 395-year-old industry reared up on its hind legs and began to achieve the unthinkable: It recognized a disruptive technology early, accepted an unconventional business model, and seized a market position.


Newspapers | Free Archives of Older Papers | Free for Subscribers | Industry Paper Archive


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