The World Wide Web is a leading ad medium for local businesses, according to a study by Kelsy Group, Princeton, NJ, and San Francisco-based ConStat. Inc.
The Local Commerce Monitor, a quarterly study cosponsored by the firms, found that 17.2% of all U.S. businesses involved in local commerce now use the Web for advertising and promotion. Direct mail is used by 15.5%.
The top medium is Yellow Pages, used by 37.2% of the business. Newspaper advertising is used by 18.7%.
“At this point, the Web is supplementing traditional advertising, rather than cannibalizing it,” said Neal Polacheck, vice president-research and advisory services for the Kelsy Group, in a statement. “But we expect to see ad and promotion dollars making a transition over to the Web from key categories starting later this way.”
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