Same advertising story: Online up, local broadcasting down.

Same advertising story: Online up, local broadcasting down
3rd quarter advertising revenues for members of the Online Publisher’s Association grew an average of 45.9 percent compared to the same three-month period in 2002. The OPA includes, among others, CBS MarketWatch, CNET Networks, MSNBC.com, New York Times Digital, Forbes.com, and The Wall Street Journal Online. Michael Zimbalist, executive director of the OPA, isn’t worried about another bubble burst, because the advertisers are a much more traditional blend, as opposed to the pure Internet plays of 2000. Meanwhile, the Television Bureau of Advertising (TVB) said Thursday that despite a small overall increase (0.8%) in broadcasting revenues during the 3rd quarter, local revenues fell 6.3 percent compared to last year. TVB President Chris Rohrs said the results weren’t surprising considering the amount of political revenues stations had in the months before the 2002 elections. Without any political revenues this year, most of the publicly traded broadcast companies have been warning investors that they’ll take a big hit in the 4th quarter too.

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