Report Stresses Value of Local Media Websites

According to the Media Audit FYI:      Just five years ago, the Internet, or World Wide Web as we knew it represented 13.3% of a prospective new car buyer's total time spent exposed to all media in a typical day. Today, information from The Media Audit reveals that figure has grown to 36.8%, and it has now eclipsed the amount of time a new car buyer will spend listening to radio, watching TV, reading a newspaper, or driving by a billboard. A similar story can be told for all U.S. adults. In 2005, the Internet represented just 12.7% of a consumer's daily exposure to media, but today, it represents 34.3%.

As a result of the Internet's staggering growth, advertisers have increasingly invested in multi-media marketing campaigns designed to reach consumers across different media platforms that include local and national websites. The benefit to both media and advertisers was that as media websites began to proliferate, many media websites began to attract a new group of younger and in some cases, more affluent consumers. And, despite reports that some traditional media audiences are aging or are in decline, the contrary exists for media websites.

For example, data from The Media Audit reveals that nearly half of all U.S. adults who have visited a daily newspaper website in the past month do not typically read a weekday newspaper and 38% of those who visited a daily newspaper website do not typically read a Sunday newspaper. Thus an advertiser placing ads in both the print edition and online edition of a daily newspaper would yield greater exposure than if the advertiser placed ads in only one of the two media platforms.

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