[Poynter Online; June 16, 2010] The biggest hurdle facing local online advertising, as Mark Potts and others have framed the problem, is the challenge of keeping rates low enough to attract advertisers pursuing small audiences — but high enough to generate sufficient return.

[The Wall Street Journal; June 15, 2010] The Internet is poised to overtake newspapers as the second-largest U.S. advertising medium by revenue behind television, according to PricewaterhouseCoopers’ Global Entertainment and Media Outlook for 2010 to 2014.

[PR Newswire; June 15, 2010] Rentrak Corporation, the leader in multi-screen media measurement serving the advertising and entertainment industries, today announced an agreement with Post-Newsweek, owner and operator of six major market television stations, to provide ABC-affiliate WLPG in Miami and NBC-affiliate KPRC in Houston with media measurement from Rentrak’s leading local market service, StationView Essentials.

[paidContent; June 15, 2010] ReachLocal, which went public just a month ago, is introducing a new site called Bizzy, which local businesses can use to communicate with their customers. On the site—which launched today in New York, San Francisco and Dallas—businesses create profiles, where they can post special offers and events.

[Advertising Age; June 14, 2010] In a pair of deals intended to fuel its campaign to expand paid digital content, News Corp. has bought the Skiff e-reading platform developed by Hearst and a stake in Journalism Online, a company founded to help publishers charge for content on the web.

[MediaPost; June 14, 2010] Budgets for the three major forms of video advertising — TV, online video and mobile video — are expected to grow, but the primary sources from which those budgets are allocated are not expected to change over the year ahead, according to the findings of the “Video Marketplace Study.”

[paidContent; June 14, 2010] Although Apple’s iAd service is coming July 1, Pandora couldn’t wait and has created its own advertising platform to attract big name marketers to its latest app. Starbucks, Lexus, and Budweiser are the first brands on the new Pandora iPad advertising platform.

[Broadcasting & Cable; June 14, 2010] CPB to provide $1 million for new Public Media Platform to be used for news, education. Public television and radio are getting together to build a digital platform over which they can create and share content in different forms for a host of new media outlets.

[Nieman Journalism Lab; June 14, 2010] Generally, when you think of a site launch, there’s a pretty standard checklist most people follow. Pick a niche topic that appeals to a big enough audience to merit selling ads.

[paidContent; June 14, 2010] It will be a while before we get the full stats for online and mobile viewing during the FIFA World Cup 2010 but we already know some of the highlights from ESPN  and Univision—and a couple of moments ITV would rather forget.