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.
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