MediaPost
Local media companies could lose up to 25 percent of their local ad revenue to location-based mobile services in the next three years, according to marketing executive Dave Morgan.
Morgan, the CEO of Simulmedia, warns that geo-targeted mobile applications will look like “Craigslist on steroids” in terms of their impact on incumbent media advertising revenues:
Morgan writes that location-services such as Foursquare have significant advantages, including ease of use, the ability to scale to a “massive” audience, and a typically low cost for advertisers and consumers.