Borrell Associates & Scarborough Research To Offer In-depth Reports On Local Media.

Borrell Associates Inc. announced that it has developed a strategic alliance with Scarborough Research, New York, to deliver a series of in-depth reports on local media. The reports, focusing on the $97 billion local media market, are part of a dual series that Borrell Associates is launching that focus on the revenue growth and strategies for local Web sites.

“Scarborough is the recognized leader in local-market consumer research, providing a depth and breadth of media and product information that is unmatched,” said Mike Donatello, vice president of research for Borrell Associates. “Combining Scarborough’s data with Borrell’s analytic expertise will provide local media companies with an unbeatable source of market-driven strategic insights,” Mr. Donatello said. “These insights come at a critical time for many local Web sites that want to remain on the path of profitability.”

“Scarborough data is the key source of sales-support information in the local media marketplace, and Borrell Associates provides expertise to help marketers take our data to the next level,” said Bob Cohen, Ph.D., president of Scarborough Research. “Our strategic alliance with Borrell Associates is an example of how Scarborough data can seamlessly come together with other media and marketing measures to deliver more insights to marketers locally, regionally, and nationally.”