Hyperlocal; What works and what doesn’t – the big opportunity

Jusintc of Neighborlogs has put togther a list of  ’20 does and don’t of hyperlocal publishing’ for the Digital Journalism Camp Portland.

Its all fairly self explanatory sound advice.  My only comment (and I would like Justin’s view on this) is about taking a really radical step in advertising that involves asking local advertisers what they want, rather than just selling them spare (print) itinerary!! 

I have felt for a long time that one of the really big hurdles for big print media is getting ad sales staff to think digital.  To look at what all their platforms can do for a client and put together targeted interactive campaigns and activities that deliver what they ‘need’. 

This looks simple when you write it down, but it is actually a massive cultural change.  If you think getting journalists to think digital has been a challenge, wait till you have to deal with the commercial staff…  but I think this is where the big opportunity lies.

Advertisements

Posted on August 1, 2009, in Business models, Hyperlocal, Publishing. Bookmark the permalink. 1 Comment.

  1. **My only comment (and I would like Justin’s view on this) is about taking a really radical step in advertising that involves asking local advertisers what they want, rather than just selling them spare (print) itinerary!! **

    Feels funny to talk about the ‘next wave’ when we’re still working on the first and trying to figure out which way the tide is headed but you’re definitely asking the right question.

    Talk to anybody else in these waters and you’ll hear similar discussions of what kinds of ‘advertisements’ should be the next step. There will always be traditional display but the need for new formats is obvious. Real, local businesses need attention. Ad banners can only do so much. On the other end of the spectrum, Tweeting promos for your sponsors all day isn’t going to be effective long term either.

    We’ve had more than 200 advertisers use the self-serve ad system built into the Neighborlogs service. I wish local advertisers were better able to annunciate what they want but it comes through in bits and pieces. I’ll write a bit more about this at Neighborlogs later but ‘next wave’ will include:
    o Content and promotion feeds
    o Trackable discounts
    o Self-service
    o Tiny-scale share-of-voice buys
    o Focused regional or niche networks

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: