Tapping revenue from the local web
Cory Bergman January 25th, 2007
Terry Heaton’s latest column insists the local media companies tap into advertising dollars by creating and nuturing local web communities — social arenas built around valuable local information. And if local TV stations need any motivation to get there in a hurry, there’s this quote from a Yahoo SVP: “We believe the local segment is largely untapped and provides significant opportunities to expand audience engagement and grow local advertising.” Sounds like Terry and I are on the same page.
4 Comments Add your own
1. invitedmedia | January 25th, 2007 at 9:44 am
ex-congressman foley just called… wondered if there’s room “on the same page”
oh, never mind.
2. Barney Lerten | January 26th, 2007 at 12:29 am
Thanks for posting that, Cory - definitely thought-provoking. And I appreciated the effort to think outside the box and respectfully open our eyes to some of the OTHER ways things are changing in our midst.
3. Rob | January 26th, 2007 at 11:21 am
I find myself spending a lot of time cutting and pasting these articles you guys post and e-mailing them to my managers and here again is just one more thing to add to our ‘local’ to-do list.
Without Lost Remote we’d still be picking fleas out of each other’s fur and staring at that big, black monolith parked outside our cave.
4. Howell Jones | January 26th, 2007 at 1:23 pm
Hear me….See me… I’m here waving my arms like a Katrina victim on a roof top!! Hyper-local can work, is working!!! If your revenue models are on target with what others consider valuable….then the value is automatic, to many people are trying to sell the idea that some of these local sites are valuable just because of the local user generated content…and usually the content is derived from a handful of locals that are town ego-maniacs that take the open forum to advance their opinions…when in the real world, people discount these reviews…Let’s redefine Hyper-local to be accurate local information generated by the business owners - as they are the focus of advertising dollars and the only ones that should be able to convey the truth about their business….bottom line if a business is poorly run the locals stop using it….but Hyper-local is to wide a vertical…DiscoverOurTown is Hyper-local with user generated content from the only person that matters…the business owners!! The local news – the local gossip should be one tab among many on a site…not the whole site…I’m waiting for JudysBook to announce the same problem soon…even though it has taken a very large step into the advertising model with banners, towers and more with national advertisers!…Just what the consumer wants in a local site…Right???
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