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#GEN2012: There is ‘great opportunity’ in local advertising

May 30th, 2012Posted by in Advertising, Events, Local media

Local online advertising is one of the top opportunities for growth for news publishers this year, according to a new trends report by World Newsmedia Network due to be published in September and previewed at the News World Summit in Paris today.

World Newsmedia Network chief executive Martha Stone said:

Local advertising is on the up – it is a great opportunity – but half is coming from pure players like Google, Microsoft, Facebook. Only a quarter is from newspapers, 10 per cent is going to local TV and about 11 per cent directories like Yellow Pages.

We can’t let the pure plays and telecom groups take that money from us. We need to take that opportunity and run with it.

The group’s new World Digital Media Trends report will also identify the Asia Pacific region as a key growth area.

The opportunities for revenue are diminishing in traditional media – they’re in negative territory for newspapers, zero per cent growth in television and you see all kinds of opportunities for digital forms of media. The traditional media aren’t looking good.

Traditionally the strong markets for online advertising have been the developed countries of North America, Europe and Japan but that’s starting to change in a big way and the developed world is starting to kick in with the advertising opportunities online.

She added:

South Korea is the biggest consumer of downloading apps next to US, Sweden, South Africa and Japan.

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