Q&A with Mark Fratrik
Behind The Slowdown In Local Advertising
Local advertising is traditionally slower to rebound than national, and indeed the recovery has hit a hiccup at the local level. Spending actually fell 2.4 percent last year, according to a new report from BIA/Kelsey. The research company’s chief economist, Mark Fratrik, talks about why local advertising fell last year, why he revised his forecast downward, and what to expect from local digital advertising over the next few years.
This article was originally posted on medialifemagazine.com
Because this analysis includes political advertising, it masks the growth of television’s core local advertising, which was quite substantial last year. Indeed, most of the drag on local advertising derives from the decline of newspapers.