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Make a list of all of the local media in your market: radio stations, television stations, cable systems, newspapers (daily, weekly, shoppers, suburban, ethnic, etc.), local magazines or journals (e.g. local business journals), outdoor companies, bus or subway posters, and local websites that sell advertising. Interview one or two sales managers or advertising directors of some of the media that have revenue in addition to advertising (newspapers subscriptions or a website’s e‐commerce, for example) and get a rough estimate of what percentage of revenue comes from advertising and what percentage comes from other revenue sources such as subscriptions. Then write some notes about what surprised you in this exercise.