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Local newspapers pulled about $3.1 billion in local online revenue in 2007, for about 36 percent of last year’s local online advertising revenue total.
That number was spread over a large number of websites - on average, each newspaper’s local market share was actually about 11.7 percent, according to MediaPost. While online growth is still strong, newspapers are losing market share to pure-play online operations. Broadcast TV, radio and Yellow Pages publishers are also seeing a slippage of market share in 2008.
In 2008, local newspaper online revenues will increase for newspapers - to $3.7 billion, a 19 percent increase over 2007 - but total market share will be down from 36 percent to 28 percent, per a new survey from Borrell Associates. Local broadcast TV is predicted to maintain its market share of around 9 percent, growing 55 percent to $1.2 billion in 2008.
Total growth of the local online ad market will be $13.1 billion in 2008, Borrell predicts - a 50 percent increase over 2007. Yellow Pages publishers are expected to lose market share, from about 11 percent in 2007 to about 9 percent in 2008, despite a 20 percent growth.
Pure-play online entities are enjoying higher rates of growth, by creating unique identities and breaking away from their print and broadcast roots, Borrell says (via Mediaweek).
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