VIDEO: Hyperlocal Media 2.0 — Events and Email? | Street Fight

VIDEO: Hyperlocal Media 2.0 — Events and Email?

VIDEO: Hyperlocal Media 2.0 — Events and Email?

SW_20141104_NY_4318C_lowresThe sale of AOL’s local media network, Patch, earlier this year marked something of an end to a lot of the optimism that once surrounded hyperlocal media. As local media veteran Jim Brady says, the category entered the “huddle for warmth” phase of its lifecycle.

But panelists, in general, struck more optimistic tone at Street Fight Summit last week. During a panel moderated by Fusion’s Felix Simon, Brady joined Liena Zagare, publisher of Corner Media, and Paul Wright, director of local media for Comcast, to discuss the future of local media in a post-Patch era.

The challenge in hyperlocal media has always been in finding the right revenue model. Whereas Patch and others relied heavily on traditional advertising, Brady, who recently launched Billy Penn, a mobile news platform covering the Philadelphia area, says the company has discounted display advertising entirely.

Instead, Brady says the company, which does not yet generate revenue, plans on focusing monetization efforts around events. Last week, the company hosted its first event — an election viewing party. “It’s about getting people in a room together,” he said.

For Comcast’s Everyblock and Corner Media, the focus remains on experimentation. Zagare says Corner Media, which produces a network of neighborhood sites in Brooklyn, is is constantly experimenting with revenue products — from display ads to announcements to paid content. Wright says that Everyblock is not generating revenue yet, but  is considering whether to monetize viewership through advertising, activity, or platform.

In an interesting note, the panelists said that the best way to engage with readers is email. Wright said that Everyblock has seen an average open rate of 51 percent, and that it has sent out millions of emails over the past few months. Meanwhile, Brady said at Billy Penn he is already seeing a 48 percent open rate and it has helped build traffic.

1 thought on “VIDEO: Hyperlocal Media 2.0 — Events and Email?

  1. Targeting an entire city (and a BIG city, at that) is ***not hyperlocal***. So the Philadelphia enterprise is not hyperlocal. San Diego, Texas, et al, often cited as event stars, are NOT hyperlocal. Just to be clear. Serious event revenue might be an option if your market is an entire big city, but not for a neighborhood, even a ~100,000 neighborhood like ours. Advertising, by the way, is not dead or even dying at the hyperlocal level. Small indie businesses still need to reach people to let them know they exist. Social media is no panacea, since you can have 1,000 likes and maybe a few dozen of them will see your status updates. Anyway, good luck to all!

Leave a Reply

Your email address will not be published. Required fields are marked *

Name *

1 thought on “VIDEO: Hyperlocal Media 2.0 — Events and Email?

  1. Targeting an entire city (and a BIG city, at that) is ***not hyperlocal***. So the Philadelphia enterprise is not hyperlocal. San Diego, Texas, et al, often cited as event stars, are NOT hyperlocal. Just to be clear. Serious event revenue might be an option if your market is an entire big city, but not for a neighborhood, even a ~100,000 neighborhood like ours. Advertising, by the way, is not dead or even dying at the hyperlocal level. Small indie businesses still need to reach people to let them know they exist. Social media is no panacea, since you can have 1,000 likes and maybe a few dozen of them will see your status updates. Anyway, good luck to all!

Leave a Reply

Your email address will not be published. Required fields are marked *

Name *