ATLANTA: Global news broadcaster CNN is teaming with local US television station websites to tap the lucrative online advertising market. The deal with Minneapolis-headquartered Internet Broadcasting will allow CNN to use local news stories from seventy regional stations in a reciprocal arrangement.

CNN hopes the content swap will boost user traffic both on and the local sites, allowing an increase in ad rates.

According to local-media analyst Borrell Associates, growth in US local online ads has overtaken the online ad market as a whole. Local companies more than doubled their online adspend over the past two years, to $5.7 billion (€4.2bn; £2.8bn) in 2006.

Data sourced from Wall Street Journal Online; additional content by WARC staff