By placing localized ads in national publications, smaller businesses and national chains with physical locations can cut down on wasted spending and ensure their ads are only being seen by consumers in the markets they serve. At the same time, these businesses are getting access to high-quality publications for a tiny fraction of the typical cost.
The future of advertising — and media — in one graph
"I take this graph as fundamentally optimistic. There’s a lot of money to be made in advertising online and on mobile platforms. And since the future of advertising is also the future of how we’ll fund mass information, that’s likely to mean that there’s a lot of information we’ll be able to fund online and on mobile platforms. The business model behind printed news might be dying. But the business model behind information is just transitioning. At least, I sure hope so." -- Ezra Klein…
US online advertising spending, which grew 23% to $ 32.03 billion in 2011, is expected to grow an additional 23.3% to $ 39.5 billion this year—pushing it ahead of total spending on print newspapers and magazines, according to new forecast by eMarketer.