Kara Nortman, from IAC spoke on where things are in the local media and where they think things are moving. First off she showed what is working and what is not.
|Successful in local: organic traffic
direct access to merchant budge
lost cost burn
|Struggling in local: SEM only traffic
another local website
high cost of sales, high churn
dependence on others
models requiring large fund raises
Kara definitely sees that opportunities are still around and remain large. One slide of some stats showed that US spent in 2008 $116 billion.
Wrapping up her presentation with what they see coming and that is the local market needs to consolidate, two ways this will happen are distribution & monetization will likely cause/effect consolidations and that clear leaders in verticals will likely emerge.