Internet Broadcasting released its IB Local Index for July. The index mostly compares the reach of local TV and newspaper sites — local content sites. It doesn’t look at maps, verticals, IYP or review sites. But here’s the latest ranking of leading local sites and their markets:
(A larger version of the chart is available on the IB post.)
One of the “takeaways” from this list is: “Only 3 sites have achieved in-market reach of at least 25%. Interestingly, these are all TV stations: KSL, WGAL and WRAL.” These stations operate in secondary markets: Salt Lake City, UT; Lancaster, PA; Raleigh-Durham, NC respectively. There’s information on aggregate and local newspaper reach available from the NAA here.
One of the ad-sales benefits of the Yahoo-newspaper consortium is that newspapers can now claim TV-like reach in their markets from their distribution on Yahoo’s network.
What would be interesting to see side by side is a comparison of local content sites, IYPs, search-mapping sites to get a more complete picture of the local market.