Tue, June 10, 2008
So, it’s old news that print advertising is rapidly on the decline. At least the NY Times can begin charging admission for people to climb the Times building if things get ugly (full page rates get you a camera crew with helicopters.) So, publishers need to identify ways to distribute their content to be relevant and useful in the daily lives of consumers. Below is a link to an interesting story in how the Washington Post is aiming to adapt its strategy towards creating hyperlocal content. The idea – “pair a journalistic powerhouse with a dream team of Internet geeks to build a virtual town square for one of Virginia's and the nation's most-affluent and fastest-growing counties.”
The story goes on to say:
“Like hundreds of other hyperlocal sites launched in the past few years, LoudounExtra.com reflects a basic premise: Metro newspapers probably can't compete with the Internet or cable TV in covering breaking national and international news, but they can dominate what happens in their backyards. LoudounExtra.com offers detailed databases including every church, restaurant and school in Loudoun County, about 25 miles west of Washington, D.C. It embraces the idea that a high-school prom is as newsworthy as a debate over where to build a hospital, and that Little League deserves major-league attention. And it promises to let visitors to the site shape the news through blogs and photo and video submissions.”
The results have been significantly less than impressive. They have yet to attract an audience and any real ad revenue to support the venture. Personally, I applaud the effort and I don't think they should throw in the towel yet. The market for localized news and information will only continue to climb - so, if they can figure out a way to provide that information in a meaningful way, there is money to be made.
The newspaper industry is in for some rough times ahead and I think the Washington Post is smart for at least testing some new initiatives.
Read On
Signup 
About 
Archives
