Williamsburg, Va.—Of the 80,826 local advertising sales reps, 51,600 of them offer online advertising among the products they sell, according to “Assessing Local Digital Sales Forces,” a white paper written by Gordon Borrell, CEO of research and consulting firm Borrell Associates.
“That makes online advertising the most pitched—by far—of all media products” sold by local sales reps, Borrell wrote.
The report estimated that 86% of the approximately 52,000 local media reps selling online advertising represent traditional media companies. The report also determined that newspapers have 20,834 local media reps selling online advertising, followed by directories, with 12,425, and pure-play Internet companies, with 7,240.
