ADVERTISING ON THE INTERNET, 2ND EDITION, by Robbin Zeff and Brad Aronson

Chapter 11 - Going Local
Up until 1998, the Internet offered few options for advertisers to reach a local audience. The ability to locally target Internet advertising has improved significantly. Why? For one thing, there are many more people online in every city and state in the United States. The recent growth of the local content user is fueling a surge in local online ad spending. In fact, an entire genre of locally focused content sites has emerged. This chapter examines the primary methods for taking your ad campaign to a geographically focused audience.


About The Companion Site Resources
We're providing these online resources to accompany those already in the book.


Finding Online Versions of Newspapers

  • NewspaperLinks.com is a directory of online versions of newspapers organized by city and state.
  • Newspaper Association of America maintains a directory (http://naa.intype.com)
    of online newspapers.


City Guides

Ad Networks With Local Reach

  • Real Media (www.realmedia.com)
  • DoubleClick Local (www.doubleclick.net/advertisers/local)
  • Local Banner Exchanges

    Free Banner Exchange Magalist - http://bxmegalist.com/Geo_USA_REG.htm


    Ranking Local Sites

      Media Metrix (www.mediametrix.com) has a local market report that tracks national and local market reach within each of 14 top local markets: Atlanta, Boston, Chicago, Cleveland, Dallas, Fort Worth, Detroit, Los Angeles, New York, Philadelphia, Phoenix, San Francisco, Oakland, San Jose, Seattle, Tacoma, Tampa, St. Petersburg, Sarasota, and Washington, DC.

    More Resources

    The Kelsey Group www.kelseygroup.com
    Market research firm specializing in local advertising and electronic commerce. There is a section on the site that lists local online advertising news.

    "Going Local: How to Reach Your Customers Geographically." http://www.thunderlizard.com/dwnld_handout.html#webad
    The handout from the presentation on local advertising given at Web Advertising �99


    Cover

    ISBN 0-471-34404-4
    448 pages
    August, 1999

    Wiley Computer Publishing
    Timely. Practical. Reliable.

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