The following slides are samples of from Borrell’s 43-page annual benchmarking report, released April 3, 2012. The report details local media companies’ rush toward digital dollars via Borrell’s survey of online revenue from 5,756 local media properties in the U.S. and Canada. For more information go to: www.borrellassociates.com

1. Benchmarking Local Online
Media: 2011 Survey Summary
April 2012 Full Survey Details Available at www.borrellassociates.com

2. Report Highlights
Big-Picture Trends
 Local media are in mediamorphosis
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 Many still remain “medium” companies
 Some are evolving into digital agencies
 Yellow pages companies transitioning fastest
 “Commerce” content drives more $ than “news”

3. Sizing the Local Advertising Sales Force
How $16.4 Billion
In Local Online
Advertising Was
Shared in 2011
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Every local media company
is now offering some sort of
digital product or service.
Pureplay Internet companies
got the majority share, but
collectively “legacy” media
companies controlled 54% of
local digital advertising sales.
Sources: SEC documents, company statements, Borrell Associates Inc., April 2012 © 2012 Borrell Associates Inc.

4. Top 10
Sizing the Local Advertising Sales Force Companies
For Local Online
Ad
Revenue, 2011
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Of these companies,
only one had “news
& information” as its
primary focus. Of
the Top 20
companies,
six produced mainly
news & information
sites.
Sources: SEC documents, company statements, Borrell Associates Inc., April 2012 © 2012 Borrell Associates Inc.

5. Sizing the Local Advertising SalesAverage Per-Mkt.
Force
Ad Revenue for
Local Pureplay
Companies
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Groupon dominated but
gave away half of its
revenue to participating
businesses. Craigslist
generated revenue from
just 19 markets where it
charged for listings. Angie’s
List and Yelp, relative
newcomers, were among
the fastest-growing on the
digital advertising scene.
Sources: SEC documents, company statements, B. Riley & Co., Borrell Associates Inc., April 2012 © 2012 Borrell Associates Inc.

6. Sizing the Local Advertising Sales Force
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CONTINUED ON NEXT PAGE

7. Sizing the Local Advertising Sales Force
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8. Looking for More?
• Download the report at borrellassociates.com
• Call us at 1-757-221-6641
• Email us at info@borrellassociates.com
• Follow Gordon Borrell on Twitter at @goborrell
• Join LinkedIn Group: Local Advertising & Marketing Trends
• Visit www.adspending.com to see how deep we can go.

9. Complete ad-spending
data for any U.S. county
www.adspsnding.com
www.adspending.com