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2006 Outlook: Local Online Growth Continues (for Some) - Online Spending Projections for 211 Cities, including Local Paid Search
Borrell Associates Inc., Sep 2005
Executive Summary
Chapter 1: Market Share Becomes More Important
Chapter 2: Newspaper, TV Online Sales Model May Fail
Chapter 3: Where To Find Growth in 2006
Conclusions and Recommendations
Appendix A: 2005 - 2010 Online Ad Spending Forecast
Appendix B: Ad-Spending Forecasts for 210 DMAs
Appendix C: Methodology
CHARTS & TABLES
Figure 1. Media Segments Competing for Online Advertising, 2005
Figure 2. Online Ad Market Shares: Total U.S. Online vs. Local Online
Figure 3. Budgeted Revenue Growth for Newspaper Sites, 2004-05
Figure 4. Budgeted Revenue Growth for TV Station Sites, 2004-05
Figure 5. Growth of Local Online Advertising, 2000-2006p
Figure 6. Online Revenue Growth for Selected Companies, 2004-05
Figure 7. Share of Local Online Advertising for Market's Largest Newspaper Site, by Market Size
Figure 8. Local Online Ad Share for Newspaper, TV and Radio Sites, By Market Size
Figure 9. Newspaper Sites' Reliance on Up-Selling Print Advertisers
Figure 10. Targeted Online Advertising Becomes Predominant by 2010
Figure 11. The Rise and Fall of Online Advertising Segments, 2005-2010
Figure 12. Sites with More Salespeople Generate Far More Revenue
Figure 13. How Many Salespeople to Hire?
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