The writer of this piece makes a giant leap of logic to insist that "hyperlocal" websites don't work because they are too local. Really? There are scores of small newspapers that have thrived over the last century with a tiny fraction of the audience of New Raleigh. This isn't an audience problem, it's an advertising problem. You can't make a local website work with just Google ads. Imagine someone starting a local newspaper — back in that medium's heyday — that relied on a national third-party company to sell all their ads. It wouldn't work. All successful businesses rely on sales. What was New Raleigh selling? When I look at this site, I see nothing but a couple of Google ad blocks. Where are the local ads? Did they have a local sales team? Did they have ad programs and formats that would be of value to local businesses? Certainly hyperlocal websites have a tough road on the way to profitability, but it's not because they are too local.
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Indy Week • 201 W. Main St., Suite 101, Durham, NC 27701 • phone 919-286-1972 • fax 919-286-4274
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