noozhawk | Street Fight

How Santa Barbara’s Noozhawk Zeroes In on News and Profits

Tom Grubisich

How Santa Barbara’s Noozhawk Zeroes In on News and Profits

In the increasingly tough world of community journalism — where both readers and advertisers can be fickle and local advertising markets like Santa Barbara are crowded with competitors — Noozhawk succeeds because it’s not in the news business, but “the business of news.” Here, founder Bill Macfadyen explains what that means…

Case Study: Hotel Uses Deals to Fill Rooms Without Diluting the Brand

Stephanie Miles

Case Study: Hotel Uses Deals to Fill Rooms Without Diluting the Brand

Laura McIver knows her demographic. As the general manager at the Canary Hotel in Santa Barbara, California, McIver targets an upscale clientele by advertising in strategic publications and by offering exclusive deals online. She’s also found success in her partnership with SocialStay, a mobile application that lets users check-in and connect with fellow guests at select hotels…