Report: Fewer local interactive ads than expected in 2009

Newspaper managers hoping for a big 2009 for online display advertising – the anticipated replacement for dwindling circulation, classified, and print display revenues – may...

Newspaper managers hoping for a big 2009 for online display advertising – the anticipated replacement for dwindling circulation, classified, and print display revenues – may want to avert their eyes form a report released this week by Borrell Associates.

The research firm, as reported by Editor & Publisher’s Fitz & Jen blog, is forecasting a 7.8% increase next year in local interactive media advertising, which pales in comparison to the 47% increase the category saw this year.

“The big ad slowdown has begun a year earlier than we anticipated,” the study’s authors told E&P. “Local media companies…projecting double-digit growth and even triple-digit increases in their interactive budgets next year will have a very difficult time meeting those expectations – especially if they rely on banner ads.”

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