What local media sites earn

Borrell Associates has just published its annual report, “What Local Media Sites Earn,” with details how media companies shared the $8.7 billion spent on local online advertising last year (TV sites make up 6.9% of the total pie. Newspapers have 24.6%. Pure plays dominate with 57.3%). Borrell is predicting 50% growth in local this year, which is “phenomenal, considering the sharp decline in retail sales,” writes Gordon Borrell. “The recession appears to be an economic prod that is motivating the smaller local advertisers to abandon long-time spending patterns and seek out the most economical methods of reaching potential customers.” Borrell also says that the most successful sites are “distancing themselves more and more from their traditional media roots.” Sound familiar?