Newspapers Dominate Local Ad Dollars, But Groupon and Autotrader Are Catching Up

By: Eric J. Smith / NetNewsCheck

The local advertising landscape has dramatically changed in the past few years, with national Internet pure-plays and Groupon taking the lead in generating advertising dollars in many local markets, according to a new study released today from Borrell Associates.

While newspapers still dominate when it comes to generating local online advertising dollars, Internet pure-plays — specifically fledgling daily deals site Groupon and car marketplace — have made huge gains in the space, bringing in the most money in about one-fifth of the markets covered in the study. Both sites could muscle out papers in even more markets by the end of the year, as Autotrader is forecasted to see 40% growth and Groupon is expected triple in size, according Borrell’s “Benchmarking Local Online Media: 2010 Revenue Survey,” which looked at the revenue of 4,588 local entities. Read full story here


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