By: Ellie Behling | eMediavitals.com
Watch out Groupon; media are guarding their turf in local advertising with group-buying deals platforms of their own.
Boston.com, the homepage for The Boston Globe, is one of the latest local publishers attracted to the commerce space. The site recently launched Boston Deals, which provides daily group-buying discounts for bargain lovers.
Mike Wallace, executive director of digital advertising for Boston.com, said he began analyzing the marketplace last summer by tracking every daily deal taking place in the Boston area. “We determined based on that analysis that the market opportunity in Boston was well over a $50 million opportunity just based on the players in the space,” he said in a phone interview.