TV News in a Postmodern World - The Local Web

Excerpt:
"The quest for local dollars was at the core of Yahoo!'s thinking when it announced an alliance with newspaper groups to merge online jobs classifieds and build content partnerships. In a Newspapers & Technology sidebar story about the arrangement, are these key statements:

"Industry analysts agree with us that the local advertising opportunity is tremendous," said Hilary Schneider, senior vice president of Yahoo Marketplace, about the site?s alliance with eight major newspaper publishers.
The new partnership will make a big difference in the way companies advertise and the way they interact with consumers, she added.
"We believe the local segment is largely untapped and provides significant opportunities to expand audience engagement and grow local advertising."

Already, the world of internet advertising is showing signs of a shift to this "untapped" segment, and this is both good news and bad news for local media sites. It's good, because money is finally beginning to open up to support local websites. Agencies and advertisers at the local level are experiencing the awakening that took place at the national level during the past decade, and this is promising for local media companies and other entrepreneurs. It's bad news, because, as the education process for local advertisers shines a spotlight on web analytics, a dirty little secret about advertising on local sites is being illuminated: much of the traffic on local media sites comes from outside the market."

http://digitaljournalist.org/issue0704/heaton0704.html

Alex

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