According to a recently released white paper by the Local Search Association (LSA) on co-op advertising programs, titled “Breaking through the Co-op Clutter,” estimates of unused or unclaimed co-op dollars range from $14 billion to $35 billion. . Even at the low end of Phone Number List that range, that's a lot of money. Estimates of the total amount available to co-ops range between $36 billion and $70 billion, which would place the unclaimed value between 39 and 50 percent. What is also telling is how the money from the cooperatives is used. According to Brand muscle's State of Phone Number List Local Marketing report, 64% of all co-op spending goes to traditional advertising like newspapers, radio, and direct mail. Yet while roughly the same number of businesses use digital advertising (68%) as traditional advertising (69%), digital advertising accounts for only 16% of co-op Phone Number List spending. Source: Brandmuscle State of Local Marketing Report Source: Brandmuscle State of Local Marketing Report A survey by Manta and LSA reported a similar discrepancy. Sixty percent of companies that used the co-op applied it to print ads, while only 47% said they used print advertising. By contrast, only 37% of companies have used co-ops for digital advertising, even though 83% use digital. This Phone Number List traditional/digital gap is likely the product of a system that has lagged behind in changing media adoption and helps explain Why so much money is left unused. David Sigler, director of Phone Number List training and cooperation for Gatehouse Media, said: “When I started, less than 25% of manufacturers supported digital.” Yet, over the past three years, 90% of brands in LSA's cooperative database have implemented digital programs and reimbursement for advertising products such as paid search. This shift in the co-op space has an impact beyond more media options for local affiliates. The large amount of money involved and the drive for innovation that accompanies digital technology have brought new Phone Number List eyes and new players to the market. Speaking of recent trends in the use of LSA's Office of Cooperative Services,