Buying Online Advertising

Back in May, we noted the sudden appearance of online advertising for local campaigns. Now, an article in the September issue of Campaigns & Elections provides some guidance on where to advertise. (Internet Advertising Dilemma, subscribers only)

Morgan Felchner examines the question of whether to advertise on local newspaper websites or on local television news station websites. The critical factoid: Local newspaper sites get slightly more than half of their traffic from outside of their media market, while local television station sites are 90% or better contained to the local media market. So, if you're looking to talk to your community, go TV - not newspaper.

Of course, we're hoping that Felchner will dig in next month to Google Ads (which can be somewhat geo-targeted) and advertising on blogs, community sites, and other smaller-traffic websites.