Local advertisers to spend less with newspapers

One in four local businesses surveyed across 40 states say they plan to cut back on newspaper advertising, Alan Mutter says on his Reflections of a Newsosaur blog. Instead they’ll spend more on web, social and mobile media.

The survey is by ITZBelden in conjunction with the American Press Institute.

When advertisers were asked where they planned to target their marketing dollars in 2010, the average allocation for newspapers was 23 percent,” Mutter says. “While this percentage would leave newspapers as the dominant local medium in most places, it is well below the 35 percent-plus market share that publishers enjoyed in the pre-Internet era.”

The poll indicates local advertisers will spend 13 percent of their ad budgets this year on digital media, giving digital media “the second-largest share of the dollars spent on advertising in a typical market, surpassing such traditional rivals as direct mail, television and the Yellow Pages.”

Newspapers can’t afford to lose retail advertisers, he says. “One potentially powerful way for newspapers to reassert their relevance to advertisers is by establishing themselves as experts in the growing array of digital media that merchants are hoping to use to lure customers to their businesses.”

Mutter has lots more at the link above.

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