Hyperlocal oder auch nicht: Es geht um echte Nähe zum Leser und Anzeigenkunden

von Steffen Greschner am 21. April 2011 · 139 Kommentare

Jim Brady hat die Washingtonpost.com erfolgreich ins Internet geführt und arbeitet heute für JournalRegister Company, einem Dienstleister um Lokalzeitungen den Weg ins Internet zu zeigen. Im Interview mit dem Hyperlocal-Newsmagazin StreetFight erklärt Brady seine Sicht auf Lokale Nachrichtenangebote, bzw. Lokalblogs. Und was das für lokale Geschäfte bedeutet und welche Probleme sie mit den neuen Angeboten haben:

Local businesses want one thing over everything else: customers in their stores. There are very few local advertisers who do branding campaigns online. They want foot traffic in their stores. And small businesses that may consist of only one shop know that reaching the people who live and work near that area is crucial. Between the web and mobile, there are plenty of ways to reach those potential customers digitally. But many of those small local advertisers aren’t even advertising on the web yet, so the gap between what technology makes possible and what local advertisers are familiar with is quite large.

Auch den Punkt Community-Building sieht Bradly als extrem wichtig an:

If you can succeed in making a local site an ATM of sorts for that community (when I need something, I automatically go there), then you’re on the way to winning. And mobile is the future, especially for local. I say that because mobile gives us one amazing piece of data about most of our consumers: Their exact location at a specific point in time. That’s amazing data to have when it comes to delivering news, traffic, weather alerts, public transportation times, yard sale locations, advertising, etc. But, in the end, the one thing all local sites need to be successful is a relationship with its audience.

Das komplette Interview gibt’s bei Street Fight. Da gibt’s übrigens noch viel mehr lesenwerte Themen und Interviews.


Weitere Artikel auf netzleser:

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  2. Das geht App!!! – ein bisschen zumindest Das klingt schon mal gar nicht so schlecht: 100.000 App-Downloads im ersten Monat. Wie sich die 100.000 Downloads auf Bild und Welt verteilen, will Axel Springer allerdings lieber nicht verraten. Ich gehe ja mal ganz...
  3. BBC-Chef sagt: Nutzt Social Media – oder geht nach Hause Deutliche Worte von Peter Horrocks: Der Chef von BBC World Services äußert sich in einem Interview mit dem Guardian zum Thema Facebook, Twitter und Co. und stellt treffend fest: “If you don’t like it, if you...
  4. Verlage müssen sich mehr auf das mobile Internet einlassen Daran, dass das Internet in Zukunft immer mobiler wird, hat wohl kaum jemand Zweifel: Anstatt am Rechner werden Nachrichten und Infos in den nächsten Jahren mehr und mehr über mobile Geräte konsumiert. Den Anfang hat...
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