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Hyperlocal – Can it Work?

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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  1. Hyperlocal – Can it Work? Jonathan Krim Washingtonpost.com

  2. “Local’s hard as hell.” -- Rafat Ali, paidcontent.org

  3. 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!

  4. 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 …

  5. Models In Play – Part 1 • Independent • Small market news outlet • Major market news outlet • National network -- aggregation

  6. Models In Play – Part 2 • Geo-specific • Demographic or issue specific • Blended

  7. 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

  8. LoudounExtra.com

  9. What Works • Authority and personality • Breaking News • User engagement/ownership • Sports • Aggregation (your own & others) • Definitive reference manual • Entertainment

  10. “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

  11. And the Winner is …

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