Hyperlocal can it work
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Hyperlocal – Can it Work?. Jonathan Krim Washingtonpost.com. “Local’s hard as hell. ” -- Rafat Ali , paidcontent.org. The Traditional Local Pyramid. Send least experienced writers to suburbs They’re young, don’t want to live there They write with zero authority Their goal is to get out

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Hyperlocal – Can it Work?

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Hyperlocal can it work

Hyperlocal – Can it Work?

Jonathan Krim

Washingtonpost.com


Hyperlocal can it work

“Local’s hard as hell.”

-- Rafat Ali, paidcontent.org


The traditional local pyramid

The Traditional Local Pyramid

Send least experienced writers to suburbs

They’re young, don’t want to live there

They write with zero authority

Their goal is to get out

They’re rewarded!


The 7 myths of hyperlocal

The 7 Myths of Hyperlocal

  • If you build it, they will come

  • If it’s really cool, they will come

  • If they come, ads will follow

  • There’s no real competition

  • People will work for free!

  • Success will come quickly

  • Really, this will work if you just …


Models in play part 1

Models In Play – Part 1

  • Independent

  • Small market news outlet

  • Major market news outlet

  • National network -- aggregation


Models in play part 2

Models In Play – Part 2

  • Geo-specific

  • Demographic or issue specific

  • Blended


The ad side is a killer

The Ad Side is a Killer

  • Sales costs are inefficient

  • The print v. online conundrum

  • Self-service sounds good, but …

  • Telesales sounds good, but …

  • Low level of innovation


Loudounextra com

LoudounExtra.com


What works

What Works

  • Authority and personality

  • Breaking News

  • User engagement/ownership

  • Sports

  • Aggregation (your own & others)

  • Definitive reference manual

  • Entertainment


Hyperlocal can it work

“If you want to be a convener of community, you'd better be ready to get off your duff, away from the computer, and out in front of people. This is something you have to build by selling it in person to the people you want to engage.”

--- Steve Yelvington


And the winner is

And the Winner is …


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