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Local ContentMatters Online
2010
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Advertiser’s Online Choices100,000,000 Web sites
25,000,000,000Pages on which to advertise
.1%Average click-through rate
250,000,000Web users in North America
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Consumers Spend 40% of Online Time with Content
1/4 of time spent with e-mail
5% of time spent searching
12% spent in community
14% spent with commerce
–– Online Publishers Association 2009 Internet Activity Index/Silent Click
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56% of Adults do not like Advertisingthat is Intrusive
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The Site Matters
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Content Site Audiences have Higher Engagement
–– Online Publishers Association, 2008
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Local Media Sites Attract Consumers who Spend More Money Online
–– Online Publishers Association, 2008
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Ads on Local Media Sites are More Likely to Generate Action
–– Online Publishers Association, August 2009
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Consumers are 24% More Likely to Act on Local Ads Placed on Newspaper Sites
–– Online Publishers Association, August 2008
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Ads on Content Sites have the Greatest Impact
–– Online Publishers Association, January 2009
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57% of Consumers Use Newspaper Web Sitesfor Local Online Information
–– comScore, 2009
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Consumers Express High Interest in Local Information Online
–– comScore, 2009
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Newspaper Web Sites The most used sites for:Local Information
Local Sports
Local Entertainment
Local News –– comScore, 2009
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Newspaper Web Sites Top local source for:
Trust
Credibility
Most informative–– comScore, 2009
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Consumer Opinion of Ads Affected by Sites Where Ads are Placed
–– comScore, 2009
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Ads on Newspaper Sites are More Trusted than Other Sites
–– comScore, 2009
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Newspaper Sites are the Most Trusted Source of Online Advertising
Most current sites
Most credible sites
Most relevant sites–– comScore, 2009
Consumers believe newspapers are:
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Ads on Newspaper Sites Most trusted because:
More likely to be current
More likely to be credible
Tend to be more local
Ads are from more familiar sources
Less junk advertising
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18-to-34 Year Olds Prefer Newspaper Web Sites for:
Main Source for local online information
Most trusted source
Most credible source
Most informative Source
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Ads on Newspaper Sites Drive More Search than All Other Sites
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Ads on Newspaper Sites Drive Consumers to the Advertisers’ Site
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Accelerating Growth
–– Nielsen Net//Ratings
Unique visitors to newspaper Web sites totaled74.9 million January 2010
Page views averaged over 3.5 billion per month
37% of all active Internet users visited newspaper Web sites.
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The Value of Newspaper Media OPT-IN Advertising
In an OPT-OUT World