Local Advertising Decline, Shift to Digital Through 2013

Posted on 3/18/2009 by Jim Pickerell | Printable Version | Comments (1)

US Local Ad Spending Forecast (US$ Billions)
  Digital media Traditional media
Year Spend Share (%) Spend Share (%)
Source: Kelsey Group (Mktg Charts), February 2009

The Kelsey Group of BIA Advisory Services forecasts a reduction in local advertising spending in the U.S. through 2013. BIA/Kelsey defines local advertising as ad spending by small and medium-sized businesses, national advertisers and regional advertisers making local buys. In 2008, such spending was $155.3 billion, and it is expected to be only $144.4 billion in 2013. Spending for digital advertising is expected to increase, while spending for traditional media is expected to experience a severe decline from $141.3 billion in 2008 to $77.8 billion in 2013.

Copyright © 2009 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of www.selling-stock.com, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to: http://www.jimpickerell.com/Curriculum-Vitae.aspx.  


  • Jonathan Ross Posted Mar 18, 2009
    I believe the pricing for small Web images has needed to be reevaluated by agencies for quite some time. As we change our system of communication and advertising the price point for images of much smaller size that are more than sufficient for the web needs to be adjusted to allow photographers to create their best work. The sales of these small images at such a low price point is another factor in the ever decreasing returns photographers are seeing from their efforts.
    In the beginning the web advertising was an extra that companies added to their budgets now these web sites are becoming some companies largest return on their advertising dollar and reducing their need for larger image purchase. I believe this trend is going to continue from here out. My local newspaper just went completely online and stopped printing. I think many will follow making for an ever increasing drop in Stock revenue.

Post Comment

Please log in or create an account to post comments.

Stay Connected

Sign up to receive email notification when new stories are posted.

Follow Us

Free Stuff

Stock Photo Pricing: The Future
In the last two years I have written a lot about stock photo pricing and its downward slide. If you have time over the holidays you may want to review some of these stories as you plan your strategy ...
Read More
Future Of Stock Photography
If you’re a photographer that counts on the licensing of stock images to provide a portion of your annual income the following are a few stories you should read. In the past decade stock photography ...
Read More
Blockchain Stories
The opening session at this year’s CEPIC Congress in Berlin on May 30, 2018 is entitled “Can Blockchain be applied to the Photo Industry?” For those who would like to know more about the existing blo...
Read More
2017 Stories Worth Reviewing
The following are links to some 2017 and early 2018 stories that might be worth reviewing as we move into the new year.
Read More
Stories Related To Stock Photo Pricing
The following are links to stories that deal with stock photo pricing trends. Probably the biggest problem the industry has faced in recent years has been the steady decline in prices for the use of ...
Read More
Stock Photo Prices: The Future
This story is FREE. Feel free to pass it along to anyone interested in licensing their work as stock photography. On October 23rd at the DMLA 2017 Conference in New York there will be a panel discuss...
Read More
Important Stock Photo Industry Issues
Here are links to recent stories that deal with three major issues for the stock photo industry – Revenue Growth Potential, Setting Bottom Line On Pricing and Future Production Sources.
Read More
Recent Stories – Summer 2016
If you’ve been shooting all summer and haven’t had time to keep up with your reading here are links to a few stories you might want to check out as we move into the fall. To begin, be sure to complet...
Read More
Corbis Acquisition by VCG/Getty Images
This story provides links to several stories that relate to the Visual China Group (VCG) acquisition of Corbis and the role Getty Images has been assigned in the transfer of Corbis assets to the Gett...
Read More
Finding The Right Image
Many think search will be solved with better Metadata. While metadata is important, there are limits to how far it can take the customer toward finding the right piece of content. This story provides...
Read More

More from Free Stuff