According to a new report by the Online
Publishers Association (www.onlinepublishers.
org), local media sites hold a
distinct advantage when it comes to
delivering results for advertisers. The
study finds that consumers trust
advertising on local newspaper,
magazine and television Websites,
and are very likely to take action after
viewing ads on these sites.

Newspapers rank first: 46% of
consumers take action (including
making a purchase, going to a
store, conducting research) after
viewing a local ad as compared to
37% of consumers acting after viewing
a local ad on a portal.

Consumers express significant faith in
advertising on local content sites.
Newspaper sites lead the way:
56% of visitors express strong
trust of the advertising found on
these sites.

Consumers on these sites are desirable
advertising targets: 40% of local
newspaper site visitors spent more
than $500 online in the past
twelve months.

Local content sites of all types play an
important role in serving the local community.
But this report shows that local
media sites have a very real
advantage when it comes to delivering
results for advertisers.