By: E&P Staff An Online Publishers Association (OPA) study released today finds that "consumers trust advertising" on local media sites -- with newspaper sites getting the best results by a small margin.
The percentages of consumers "taking action" after viewing local ads include 46% for local newspaper sites, 44% for local TV sites, 42% for local magazine sites, 39% for user-review sites, and 37% for portals.
"Just as we see on a national scale, media sites outpace portals and all other online media at delivering meaningful advertising results," said OPA president Pam Horan.
Also, 56% of visitors to newspaper sites have "strong trust" in ads found on those sites. That was a higher percentage than any other kind of local site.
In addition, the study found that visitors to local media sites are "desirable advertising targets." Local magazine, newspaper, and TV sites attract 48%, 40%, and 39%, respectively, of consumers who spent more than $500 online in the past 12 months. Thirty-seven percent of portal visitors and 34% of the overall online population spend this amount in a year.
Moving beyond advertising, the OPA report finds that satisfaction with local content is high. Portals lead in satisfaction among ALL local content visitors, followed by local newspaper and TV sites. But local media sites have a significant lead over portals among FREQUENT visitors (79% satisfied with local TV sites, 77% satisfied with local newspaper sites, 65% satisfied with local portals).
A total of 2,069 people were surveyed for the "Local Online Media: From Advertising to Action" study, which was conducted for OPA by JupiterResearch.
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