Crib sheet: Local Ad Networks

[mandy]

One of the early promises of the internet was that national marketers would be able to target on a local level with greater precision (not to mention with interactivity featuring sight, sound and motion) than existing offline media such as community newspapers, radio stations, direct mail, telemarketing and, in larger markets, local TV...

The most reliable way for national marketers to deliver messages into local markets is through local market websites (or the localized content sections of the portals, such as weather). If you think about the local sites in your area, many of them are poorly trafficked either mom and pop retailers or community/municipality sites that give you information about parks, schools and the library. The sites that really get traction are companion sites to local media properties: radio, newspaper, TV stations. One can reasonably deduce that visitors to these sites live and work in the area or have an abiding interest from a distance (maybe they are ex-pats keep up with the local news or plan to move to the area)...

full article: http://imediaconnection.com/content/13729.asp