Commentary | Street Fight - Part 2

The New News

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Alternative Press Expands Hyperlocal Network Into Suburban Philly

No Comments 03 April 2014 by

Mike Shapiro began his hyperlocal news network The Alternative Press in three suburban New Jersey communities — including his hometown of New Providence — in 2008. TAP has now expanded to 30 communities in the state and Shapiro has decided to cross over into Pennsylvania with a site in Lower Providence, in suburban Philadelphia's Montgomery County....

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Commentary

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Hyperlocal Retail ROI: Identifying Low-Hanging Business Objectives

1 Comment 01 April 2014 by

Understanding where, when, and why consumers visit a location is invaluable data when it comes to driving sales and improving customer experience. Identifying the most valuable metrics amongst the vast data that can be generated with indoor analytics is often an overlooked, but critical first step in implementing these solutions...

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The New News

How a Connecticut Network Helps ‘Indie’ News Sites Bridge Revenue Gap

No Comments 28 March 2014 by

Networks of independent community news sites are growing up and expanding out, and one of the biggest is the three-year-old Independent Media Network, which provides multiple layers of services — in advertising, editorial, business and tech — to more than a hundred community and other news operations in Connecticut...

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On Location

LBMA Podcast: Bringing Big Data Down to the Moment

No Comments 28 March 2014 by

Top stories of the week include Disney World, the Weather Channel’s Weather FX ad platform, Cloak, Android Wear, the Exist app, TheLadders, PayRange, Indoo.rs, Gigwalk, What3Words and Digicash...

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Off the Block

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For Local Tech, Fragmentation Is a Problem to Solve — Not Avoid

No Comments 27 March 2014 by

There’s been a noticeable increase in the number of partnerships, ecosystem-driven startups, and overall coordination among the companies looking to help us buy and sell stuff in the real-world. The shift could have deep implications for existing companies, and may create new opportunities for a number of new startups...

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Streets Ahead

The Shifting Line Between Free and Paid Local Marketing Services

No Comments 26 March 2014 by

The manipulation of organic reach on Facebook is one of many examples of the shifting boundary between free and paid local marketing services. In “pure” local search, that boundary has tended to be relatively clear: look for a local business in your typical IYP and you’ll see sponsored listings at the top of the results page, followed by organic results. But that boundary is likely more clear to those of us who know what to look for than it is to the general user...

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Off the Block

With Partnerships, YP’s Consumer Product Takes a Back Seat

No Comments 24 March 2014 by

Last week, YP announced a deal with Yelp in which the Yellow Pages spin-off will sell Yelp’s core advertising product to the company’s small business clients. For YP, and its owner Cerberus Capital, the agreement is the culmination of a deeper strategic push and a tacit acknowledgment that its role as leading consumer brand, which defined its print past, might be waning...

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Commentary

Probabilistic Device Matching Isn’t Perfect — But It Works

No Comments 21 March 2014 by

The use of probabilistic matching or statistical IDs to link multiple devices to an individual is often dismissed based on dubious accuracy. It's true that the practice will never be 100% accurate, but even taking the conservative estimate at the lower end of this range, probabilistic matching enables marketers to scale their mobile advertising campaigns with reasonable expectations of performance...

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The New News

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Discovering Common Ground Among ‘Indie’ and Corporate Hyperlocal Sites

5 Comments 21 March 2014 by

The digital Grand Canyon that has divided independent and corporate hyperlocal news sites is not looking so immense lately. The “indies” and the corporates are still kicking up a lot of dust in their community-by-community competition. But these rivals are changing their operations and strategies in ways that make them look more alike than different...

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On Location

LBMA Podcast: Banjo’s Raise, Wearable Experiments, One Llama

No Comments 21 March 2014 by

Top stories of the week include Mahana, Locoslab, Yelp & Yahoo!, Emotient, UTEC, Apple, HP & Aurasma. The Mobile Minute with Chuck Martin recaps some highlights from SXSW and the resource of the week demystifies the second screen in North America...

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