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April 27, 2009

What Local Media Web Sites Earn:
2008 Survey - May '09

Overview

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.

This year's survey requested information from 2008 regarding:

  • Total online revenue
  • Total online expenses
  • Revenue from employment, auto and real estate advertising
  • Ad revenue across six different categories
  • Percentage of revenue derived from banners and pop-ups
  • Percentage of revenue driven by "up-sold" broadcast or print advertising
  • Number of dedicated (online-only) salespeople
  • 2009 budget projections for all of the above

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