“Local media sites have a significant lead over portals”

From the Center for Media Research:

According to a new report by the Online Publishers Association, 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, with 46% of consumers taking 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. Local media sites have a significant lead over portals.

One thing amazes me about this report: “Radio” evidently doesn’t even make the grade as a local medium.

But if we leave that snub aside, the point remains:

There’s an online advantage to being local.

I repeat: There’s an online advantage to being local.

Now, are you building a “local media site” or a radio station brand extension?

Hmmmm?