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Results from Borrell's 2019 Local Advertiser Survey

This is our annual summary of what local ad-buyers are doing. It stems from our 2019 survey of 2,288 advertisers and includes insights on what they're buying, how much they're spending, and how it's all changing. READ MORE

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We've recast our estimates for the amount of digital advertising available to local media companies in each market and have issued our forecasts for 2020 for all types of media. READ MORE

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Every month we ask our panel of local marketers a series questions on a particular topic. The results yield insights that help us better understand the state of local marketing and advertising. While the results are meant for internal usage, we do compile the results for panelists. And, occasionally, we release some of those reports to Borrell subscribers.

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When it comes to online marketing services, DIY is fairly prevalent. More than half of local advertisers in our most recent panel survey indicated that they’re doing at least some of the work involved in website design, content creation, and video and audio production. This 8-page report from our monthly advertiser panel looks at four types of marketing services and explores what’s DIY, what’s farmed out, and whether advertisers are thinking of abandoning DIY and hiring service providers. This report is for Borrell subscribers only and is not for sale.

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The meteoric rise of digital advertising over the past five years has forged a new reality for local media companies. Instead of competing, most are now embracing it, driving more than $10 billion in ad sales in 2018. Our comprehensive report includes data that helps companies quantify how well (or poorly) they're doing compared with peers.

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This is our annual outlook for one of the largest advertising segments, the $30 billion real estate industry. After mild growth of about 4% in 2018, we're forecasting a more tepid 2019 with growth under 1%. The housing market has changed considerably since the Great Recession, and so has the way advertisers spend their money. By 2024, $3 out of every $4 spent on marketing will go to digital channels, led by social media. MORE

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What are the biggest local advertisers planning? This insightful report details what they're buying and how that's changing, as well as insights into the types of marketing technology they utilize and what they're doing with video marketing. The conclusions lead to trouble ahead for those who've come to rely on these big guys. Read more.

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Big changes are on the horizon for local ad spending. We've been monitoring a booming economy, the exit of bellweather retailers, the expansion of cheaper DIY social media, and other dynamic factors. Subscriber Only.

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There was a lot of negative press about Facebook in 2018, so we wondered how local advertisers might be reacting. This 17-page report takes their pulse on how effective Facebook marketing, how that's changed, what they're spending, what they're accomplishing, and who's handling their posts. The findings come from a survey of our SMB panel that we conducted in late September. It includes more than a dozen charts and dozens of comments directly from survey participants. The report is available exclusively to subscribers.

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Our annual Automotive Advertising Outlook is here, and the numbers paint a picture that makes pre-recession times look like the industry's heyday. U.S. Auto Advertising is on track to fall 7.3% this year, to $34.4 billion. Local TV seems to be bearing the brunt of the cuts, as new-car sales decline used-car sales go flat, and manufacturers and dealers try new things. But all types of media are feeling the pain.

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This 15-page report delivers unique insights on how local businesses are spending their marketing dollars. The average SMB is now using eight different types of marketing -- up from 5 just a few years ago. You'll learn what's changing, what's staying the same, and why their cutting or expanding certain types of media budgets.

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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

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