The Local Onliner reports today:
Gannett, via its Planet Discover subsidiary, says it will start providing its newspapers and TV stations with search marketing help… In the last six months, newspapers have begun to really embrace search and extending their marketplace to the small businesses, he [Planet Discover Head Terry Millard] notes.
The end goal, Millard adds, is to expand the advertiser base. While Planet Discover’s local search guides compete with Yellow Pages, “it isn’t all Yellow Pages,” he emphasizes. There is a layer of media below that: the community shoppers, things like that. There is a huge market of businesses that aren’t going to spend $3,500 a year,” the average for Yellow Pages buys. “But they’ll spend $100 a month.”
Millard says the effort starts with Gannett, where Planet Discover has already launched search efforts for it 110 newspapers, and is now gearing up to convert its 21 TV stations. Other Planet Discover clients are also being asked to participate. They are mostly newspapers but also include some verticals such as travel.
It will be interesting to watch how this plays out at our local Gannett outlet, the Burlington Free Press.
Millions of dollars are flowing into dot.com start-ups that provide the public a place to read and write reviews on just about anything local… restaurants, stores, etc. Some include: insiderpages.com, judysbook.com, riffs.com, yelp.com, and zipingo.com. Blogosphere comments swirl around their relative merits and their mangement ups and downs… hard to hear the true tune through the din.
Some of the comments seen recently: Rahul Pathak, Naffziger’s Net, Greg Sterling, Andy Sack, TechCrunch and another. It goes on and on, of course. Where’s there’s money invested, there’s commentary.
Front Porch Forum does local review too, but it’s a different model… the reviews are requested and then the reviews come from nearby neighbors. So (1) the reviews are demand driven, and (2) there’s credibility because the advice is coming from the person around the corner with his/her real identity provided. And this is only one of many uses that our neighborhood forums are supporting… classifieds, community organizing, news, etc. It all adds up to helping neighbors connect and foster community within neighborhoods.
In our first city (Burlington, VT), we’re hosting 130 adjacent neighborhood forums that in sum cover the entire metro-area. Five to ten percent of the local households have joined in our first few months with dozens of neighborhoods in the 20-40% range and a couple exceeding 90% already. And it’s all driven by word of mouth and a spinkle of local media attention.
Ghost of Midnight is an online journal about fostering community within neighborhoods, with a special focus on Front Porch Forum (FPF). My wife, Valerie, and I founded FPF in 2006... read more