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June 22, 2009

What Local Media Web Sites Earn:
2008 Survey - May '08

Overview

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.

This sixth annual benchmarking report is full of local media Web site ad data from over 3,100 sites owned by newspapers, radio stations, TV stations and independents. Our survey requested information regarding:

  • Total revenue
  • Total expenses
  • Revenue attributed to employment, automotive and real estate sales
  • Revenue attributed to streaming audio
  • Revenue attributed to streaming video
  • Percentage of revenue driven by “up-sold” print or broadcast advertising
  • Percentage of revenue derived from banners and pop-ups
  • Number of dedicated (online-only) salespeople
  • 2008 budget projections for all of the above

Local Web site managers will benefit from the timely benchmarking data. Also included are 2008 projections for online ad spending.

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