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Digital Will Dominate 2013 According To Borrell

1-11-13

The momentum and excitement about digital will continue this year according to the latest Borrell report. The company is forecasting local online growth of nearly 31%, from $18.7 billion to $24.5 billion. That’s even better than 2012, when local online advertising grew by approximately 20%.

If the Borrell predictions are correct, online would hold the No. 1 spot in terms of local ad share, beating newspaper in all but four U.S. markets. Last year, newspapers held the largest share in all but about one-fourth of markets. Three years ago, newspaper advertising was number one in every single market.

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The Borrell report says online advertising is expected to attain a 25.4% share of all locally spent advertising, distancing itself even further from the traditional local choices of newspapers, radio and TV. While the strength of digital marketing is certainly to credit, another reason for its strong numbers may be in the fact that legacy media companies are fighting for both sides. Of the $18.7 billion in digital advertising bought last year, half was sold by a sales rep from a yellow pages company, newspaper, radio station, TV station or local cable system.



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