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Report: Radio stations rank No. 4 in local media ad spending

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Chantilly, Va.—Local radio stations will receive 11.5% of local advertising spending this year, a slight uptick from 11.3% last year, according to a new report on local radio station trends from BIA/Kelsey. Local radio continued to rank No. 4 among local media channels. In 2013, direct mail will account for a 27.2% share; newspapers, 16.1%; and local television, 14.9%. BIA/Kelsey estimates that local media advertising spending for this year will total $132.7 billion, a 0.2% increase from $132.5 billion last year. Mark Fratrik, chief economist, attributed the flat local advertising market to a still-sluggish overall economy; a drop in political advertising compared with last year; and the continued flow of ad spending toward less-expensive digital media.
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