Comments on: The farm report http://www.thehyperlocalist.com/2010/02/19/the-farm-report/ Debunking the news business one neighborhood at a time. Tue, 15 Feb 2011 18:54:03 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Jennifer Deseo http://www.thehyperlocalist.com/2010/02/19/the-farm-report/comment-page-1/#comment-68 Jennifer Deseo Mon, 22 Feb 2010 15:33:45 +0000 http://www.thehyperlocalist.com/?p=255#comment-68 Thanks, Scott and Polly, for joining the party! Starting a hyperlocal ad network can start with two outlets, but the partners should have compatibility on some level. I'm not sure if that means sharing the same editorial philosophy, content style and voice, medium (eg, online, broadcast, print, etc), or a combination of things. Whatever that compatibility is, it should be there, as with any business partnership. Thanks, Scott and Polly, for joining the party!

Starting a hyperlocal ad network can start with two outlets, but the partners should have compatibility on some level. I’m not sure if that means sharing the same editorial philosophy, content style and voice, medium (eg, online, broadcast, print, etc), or a combination of things.

Whatever that compatibility is, it should be there, as with any business partnership.

]]> By: polly kreisman http://www.thehyperlocalist.com/2010/02/19/the-farm-report/comment-page-1/#comment-66 polly kreisman Sun, 21 Feb 2010 16:22:54 +0000 http://www.thehyperlocalist.com/?p=255#comment-66 just discovered this great site. thanks for starting this conversation. personally, i spend a lot of time looking for ways to partner with other hyperlocals for ad sales (I am outside NYC) , but have not found the magic formula yet. just discovered this great site. thanks for starting this conversation. personally, i spend a lot of time looking for ways to partner with other hyperlocals for ad sales (I am outside NYC) , but have not found the magic formula yet.

]]> By: Scott http://www.thehyperlocalist.com/2010/02/19/the-farm-report/comment-page-1/#comment-65 Scott Sun, 21 Feb 2010 07:41:52 +0000 http://www.thehyperlocalist.com/?p=255#comment-65 Brilliant. I wish this existed for my new hyperlocal, DC-area blog. When I was working at a local TV station I actually pitched this idea to some of the top brass -- get a whole bunch of local blogs together and form an ad network, selling for the little guys and keeping half the cash. Their reaction: crickets. Brilliant. I wish this existed for my new hyperlocal, DC-area blog.

When I was working at a local TV station I actually pitched this idea to some of the top brass — get a whole bunch of local blogs together and form an ad network, selling for the little guys and keeping half the cash. Their reaction: crickets.

]]> By: Jennifer Deseo http://www.thehyperlocalist.com/2010/02/19/the-farm-report/comment-page-1/#comment-59 Jennifer Deseo Fri, 19 Feb 2010 18:01:42 +0000 http://www.thehyperlocalist.com/?p=255#comment-59 I'm all about quality traffic. The fact is, some hyperlocal beats are so small, they'd never be able to draw sponsors on readership numbers alone. (I once had a metrics expert laugh in my face about my audience size.) But if a hyperlocalist demonstrates a target audience, then it's easier to convince mom-and-pop shops of a greater return on their ad investment. The advertising cooperative is where hyperlocalists can capitalize on sponsors who prefer mass traffic, like regional chain stores and restaurants that cater to a wider demographic range. I’m all about quality traffic. The fact is, some hyperlocal beats are so small, they’d never be able to draw sponsors on readership numbers alone. (I once had a metrics expert laugh in my face about my audience size.) But if a hyperlocalist demonstrates a target audience, then it’s easier to convince mom-and-pop shops of a greater return on their ad investment.

The advertising cooperative is where hyperlocalists can capitalize on sponsors who prefer mass traffic, like regional chain stores and restaurants that cater to a wider demographic range.

]]> By: JR Johnson http://www.thehyperlocalist.com/2010/02/19/the-farm-report/comment-page-1/#comment-58 JR Johnson Fri, 19 Feb 2010 16:16:27 +0000 http://www.thehyperlocalist.com/?p=255#comment-58 Gawker's network of blogs seems to be successful with a similar approach. From what I can tell there are eight main blogs, all focused on different, almost niche, topics. Today they have deployed an ad campaign across multiple blogs for The Ricky Gervais Show. The execution is prominent and integrated into the layout. However, on other blogs there are categorically more relevant ads. There is one of the Electronic Frontier Foundation on Deadspin.com. Your suggestion would be to switch the relevance from categorical to geographical. I couldn't agree more with this approach. This model reduces the importance of mass traffic and increases the importance of quality traffic. Gawker’s network of blogs seems to be successful with a similar approach. From what I can tell there are eight main blogs, all focused on different, almost niche, topics. Today they have deployed an ad campaign across multiple blogs for The Ricky Gervais Show. The execution is prominent and integrated into the layout. However, on other blogs there are categorically more relevant ads. There is one of the Electronic Frontier Foundation on Deadspin.com. Your suggestion would be to switch the relevance from categorical to geographical. I couldn’t agree more with this approach.
This model reduces the importance of mass traffic and increases the importance of quality traffic.

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