ADVERTISING ON THE INTERNET, 2ND EDITION, by Robbin Zeff and Brad Aronson
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.
We're providing these online resources to accompany those already in the
book.
- 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.
Real Media (www.realmedia.com)
DoubleClick Local (www.doubleclick.net/advertisers/local)
Free Banner Exchange Magalist - http://bxmegalist.com/Geo_USA_REG.htm
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.
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
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ISBN 0-471-34404-4
448 pages
August, 1999
Wiley
Computer Publishing
Timely. Practical. Reliable.
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