Street Fight Daily: Gilt City Rebounds, Trulia Files for IPO

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A roundup of today’s big stories in hyperlocal content, commerce, and technology.

Gilt Groupe Will Distribute Local Deals Through MasterCard (All Things D)
MasterCard has told AllThingsD that, starting this quarter, it will begin offering Gilt City’s deals to its users through a program it calls Priceless Cities. The nonexclusive partnership will allow MasterCard to offer its users more deals for restaurants, concert tickets and travel, and give Gilt City access to a new audience by getting in front of some of the card issuer’s millions of users.

Real Estate Listings Firm Trulia Quietly Files for IPO, Say Sources (Reuters)
Trulia, an online real estate listing service, has filed confidentially for an initial public offering, becoming the latest company to take advantage of a new U.S. law, according to several sources familiar with the situation. Trulia is using provisions of the JOBS Act that allow so-called emerging growth companies with less than $1 billion in revenue to file confidentially for IPOs, while letting them sidestep some financial reporting requirements.

The Newsonomics of Amazon vs. Main Street (Nieman Lab)
Today, if you’re in Baltimore, Boston, Chicago, Indianapolis, New York City, Philly, Seattle or D.C. , you can place an order and it the same day through Local Express Delivery. The online retail giant’s shift into same-day delivery will change local retail. Will it also change local news?

Yelp Updates iPhone, iPad and Web apps, Overhauls Business Pages and More (The Next Web)
Rolling out version 6.0 of its iPhone app, Yelp has remodels its business pages with a focus on “aesthetics and efficiency.” The company has made changes the way business details, photos, review highlights, reviews and tips are displayed, also including a new “pull to view” feature which provides a quick way for users to view a photo gallery for the business.

The Key to Cracking “Local,” and Other Insights from Curbed’s Lockhart Steele (Paid Content)
Everyone likes the idea of a thriving website sustained by a community of local readers. But too often “local” has been the stuff of journalistic ideals rather than real-world business plans. Real estate blog, Curbed, appears to be bucking this trend. How?

A New Patch: AOL’s Hyperlocal Startup is Building Something New, but the Details Remain Closely Guarded (CJR)
The local editor position, the base-level job responsible for running a website that covers one or two towns, has changed drastically since it was explained to Patch’s original recruits. To that end, Patch advertised for and hired hundreds of reporters as it expanded throughout the country in 2010, but the job became increasingly less like reporting and more like overseeing a forum, with soft content dictates from on high, the introduction of HuffPo-style community blogs after AOL bought it, and a reported decrease in each site’s freelance budget.

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