Local search and local newspapers.

I found this article which talks about the effect of local search on local newspaper advertising. It's a nice overview and makes some points about the trend into online ads. I think there is a clear move to online ads but the article suggests that newspaper advertising still has legs to stand on. In other words, they believe that local internet ads will not be replacing newspapers anytime soon, but I disagree.

Newspaper ads are geared for more or less a mass audience of readers. I would say that is the case from early in the 20th century. Why do so many newspaper ads talk about specials and sales? To entice people who wouldn't otherwise be interested to call or stop in to the store advertising. Internet advertising on the other hand, gives very specific targets to the buyer you want to have visit. Newspapers sometimes do that, but not very well. I believe that some of the figures they have in the article will change even more drastically over the next 2-3 years as more advertisers discover the value of good internet advertising.

Marketing for the real web, RealWebMarketing.com

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