Wednesday, January 17, 2007

Local Media Wants National Ads

Local television and radio stations and newspapers are banding together to get a bigger piece of the national advertising budgets.

Ad networks MediaSpan and Broadcast Interactive Media are joining forces to expand their attractiveness to national advertisers. Together the companies provide ads for more than 1,300 media properties. They will use geotargeting and cull demographic information to give national retailers access to consumers based on where they live and what they like.

Meanwhile the three largest newspapers -- Gannett, McClatchy, and the Tribune Company are reportedly considering forming their own ad network with the same purpose of getting better access to national accounts.

So if you haven't seen enough ads for Target, Volvo and KFC on TV or driving down the road, you'll now get to see more of them on your local paper's website. While this might increase the revenue for the newspapers that have been hurting, it might also squeeze out the small retailers who are trying to be discovered online. If the CPM goes up across the board, then Joe's Mattress Warehouse might have to go to second-tier local properties.

Posted By Jason Dowdell at 01:39 PM
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