Newspaper sites dominate the local online advertising market, claiming a much larger chunk of local ad dollars (e.g. real-estate, auto and job classifieds) than competing media outlets like radio or television, says a new report by Borrell Associates. The research firm said newspaper sites -- online properties owned by publishing giants like Gannett Co. and Tribune Co. -- ate up 44% of the $2.7 billion spent on local advertising in 2004, compared with 4% for TV stations and 1% for radio stations. Newspapers collectively even beat out "pure-play" Internet companies -- Web-based entities like Monster.com or Autotrader.com -- which claimed 40% of the local market. However, radio and TV stations have begun to pay attention to local online ad spending, which is forecast to grow 46% to $3.9 billion this year, according to Borrell. -- Katherine Meyer, 3/31/05

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Share of the $2.7 billion spent on local online advertising in 2004
Newspapers	44%
Pure-play Internet companies	40%
Yellow pages/Interactive directories	6%
Paid-search companies	5%
TV stations	4%
Radio stations	1%

Source: Borrell Associates Inc. Report analyzed Web revenues for 2,177 local media properties.