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Local media sites spur action, according to OPA study

Published on .

New York—Local media sites offer some advantages for advertisers, according to a new report released Tuesday by the Online Publishers Association.

The study, “Local Online Media: From Advertising to Action,” surveyed 2,069 local online content consumers, who visited online city guides, classifieds, magazines, newspaper portals, TV sites, user review sites or Yellow Pages.

The study found that consumers seem to trust advertising on local newspaper, magazine and TV Web sites. Newspapers ranked first in leading consumers to action (defined as making a purchase, going to a store or conducting research) after viewing a local ad, with 46% of consumers acting. Newspapers were followed by local TV sites (44%), local magazine sites (42%), user review sites (39%) and local portals (37%).

JupiterResearch conducted the study, which is available online at www.online-publishers.org.

—Sean Callahan

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