OK, so it's true -- a lot of opportunity is out there. But here's a report that provides good data to review: Titled, "Local Online Media: From Advertising to Action"
It's the overview of a study conducted by the Online Publishers Association with Jupiter Research and released this month. And it turns out that what those online newspaper reps have been telling you is true. Here are some of the key findings:
- Visitors to local media sites –online newspapers, TV and magazines -are more likely than visitors to other sites to take action after seeing local ads: from making purchases to visiting sites and stores
•Local media sites attract valuable audiences who spend more money online than visitors to other local sites
•Local newspaper and TV sites lead all others in advertising trust
•Local content sites attract a high number of influencers –the first person others come to for local recommendations