Newspapers Halt Decline In Share Of Local Online Ad Revs

The slowdown in local online ad spending is having a unexpected effect: newspapers stopped the downward spiral in local ad revenue of the past four years, according to a report by local media analyst Borrell Associates, while the web companies not tied to what Borrell refers to as “legacy media” like print and broadcast actually began to lose ground.

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The report, What Local Media Sites Earn, which is due out later this afternoon, concluded that it helps to have a lot of salespeople, especially in a downturn. Unlike the pure-play internet companies — Borrell cites Google (NSDQ: GOOG), Local.com, Interactive Corp. (Correction: IAC (NSDQ: IACI) says it has 1,000 salespeople), Marchex, ReachLocal as examples — the traditional media side has roughly 98,000 feet-on-the-street salespeople who have existing relationships with local advertisers and can cross-sell online advertising products. And those companies are adding

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