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Wednesday, July 30, 2008
Local-Ad Sales Staffs Retool for Massive Small-Business Shift from Print to Online According to Borrell Associates Report
Comtex
WILLIAMSBURG, Va., July 30, 2008 /PRNewswire-USNewswire via COMTEX/ ----Print yellow page directories face the most uncertain future of all media and are projected to lose $5 billion in annual revenue over the next five years, according to a new report by leading local advertising research firm Borrell Associates.
The report, "Say Goodbye to Yellow Pages," predicts a 39% decline in print directory advertising by 2013 and shows a simultaneous increase in the industry's "addressable market" of search engine advertising and local online video. Video shows the most promise, growing from a $1.4 billion category this year to $7.6 billion in 2013.
The directory industry has been the most aggressive of all local media, according to Borrell Associates, garnering an estimated 15% share of its total revenues from digital advertising this year. It has also trained approximately 80% of its on-the-ground sales force - totaling more than 13,000 salespeople - to sell interactive products, going head-to-head with trained newspaper reps also selling online advertising. Combined with other retrained local sales staffs, online products are now being sold by 34,100 local sales reps - the largest sales force for any local media product, according to Borrell's report.
About Borrell Associates
Borrell Associates is the leading provider of local advertising research, data and strategic analysis. The company has offices in Williamsburg, Va., and Seattle, Wash., and provides detailed market advertising reports for hundreds of local media companies, including WebAudit((TM)), Local Ad $pending((TM)) (LA$R(TM)) and customized reports for any U.S., Canadian or U.K. market. For more information, visit http://www.borrellassociates.com/.
SOURCE Borrell Associates Inc.
http://www.borrellassociates.com
Copyright (C) 2008 PR Newswire. All rights reserved
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No, it's not a dance craze. Contago is a condition of supply and demand, essentially a fancy word to say that prices for items, typically commodities, are cheaper now than they would be at some point down the line.
Anything that¿s sold in the futures market can be in a case of contango. Futures are exactly that: a contract to buy an item or asset at a price in the future. This is the case with oil, with traders buying and selling contracts to acquire a barrel of oil in months down the line. When a market is in contango, spot prices, or the price of a commodity if you were to buy it right now, are lower than forward prices.
Why is that important? Well, it usually tells you the supply of a given commodity is plentiful (since, according to Economics 101, a large supply usually leads to cheap prices).
Incidentally, if you think contango is a mouthful, its opposite condition is known by the equally tongue-tying term backwardation.
