ken hawkins | Street Fight

Hyperlocal Case Study: Efficiency, Aggregation, and Profit

Ken Hawkins

Hyperlocal Case Study: Efficiency, Aggregation, and Profit

There’s one thing every publisher of a local news site knows: making enough ad dollars to get paid is hard. In fact it’s really hard. But it’s been my experience that if we look at why the Web is so dang good, we can make the struggle to keep the lights on a stiff hike rather than a mountain climb. At TheDigitel, which I founded in 2008 to offer a central place for hyperlocal coverage in Charleston, S.C., we’ve managed to carve out a niche among a saturated market (we have several conventional media outlets and a vibrant local blog and Twitter community) by taking an evolving approach to creating content and winning advertisers…