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.
The Local Onliner reports today:
BackFence CEO and co-founder Susan DeFife has resigned from the company, amidst a major downsizing that saw 12 of 18 employees let go. Co-founder Mark Potts will serve as interim CEO as the company looks to solve what he calls “BackFence 2.0.” DeFife… notes that Backfence has built 13 sites in three metro areas… and got two percent of community members to register in its most mature communities. BackFence had received $3 million in funding from… investors back in October 2005.
Without more information than this, it’s hard to say much about this development. But, in the spirit of citizen journalism, let’s give it a shot!
Perhaps BackFence isn’t aiming at the right target. Stories that appeal to an audience across a 50,000 to 100,000 population, i.e., BackFence’s target (e.g., “city council enacts smoking ban in restaurants”) may best be reported by professional journalist, as has been the case for generations. Stories that appeal to residents of one neighborhood, supposedly the cornerstone of BackFence (e.g., “utility work closes Maple St. and Birch Ct. to through traffic this week”) are not of interest to the other 49,000 people in town.
So, a BackFence model runs the risk of combining (A) stories with broad appeal that may not meet professional journalistic standards with (B) lots of micro-stories that are each only interesting to a very small slice of their readership. This brings to mind Cathy Resmer’s piece yesterday about local news and community newspapers.
For comparison sake, after four months, Front Porch Forum has about 6% of metro-Burlington signed up while in early start-up mode. And, our content is parsed out into neighborhoods. So only the one or two neighborhoods affected by the street closure example get that message… not the whole town. The differences don’t stop there.
So, what’s a great sense of community worth to you? Tom Byrne bought his home two years ago for $150,000 and found that he had landed in an ideal community. Now he’s being offered $1M. His answer? No. “You just can’t buy a way of life. This is my home.”
Brian Skoloff reported for AP today about Briny Breezes, Florida:
The owners of nearly 500 mobile homes in one of the last waterfront trailer-park towns in South Florida stand to become instant millionaires if they agree to sell to a developer. But some are holding out, saying there are things more important than money.
The Briny Breezes brochure calls it a “self-governed mobile home community of kindred souls.” Residents of the Palm Beach County town cruise the narrow streets on golf carts, passing palm trees and tiny, neatly manicured yards. They wave to each other and chat about the next neighborhood outing — water aerobics at the community pool, shuffleboard near the clubhouse, bowling night.
A developer has plans for high-end condos and more and wants to buy the whole place for $510M.
John and Gay Sideris, retired teachers from New York who bought their home in 2001, are conflicted. “It will be good for us because we’ll be able to help our family, but this is an amazing place to live. You know all your neighbors. You can walk your dog in your pajamas,” said Gay Sideris, 70.
“If you sneeze, a neighbor hands you a napkin,” added John Sideris, 71.
The couple paid just $155,000 for their home and now stand to make close to $1.5 million. “We’ve been living a beautiful life,” John Sideris said, sitting in a chair, staring out his window at his boat tied up to a dock just feet away. Asked how he would vote, he crossed his arms and breathed a heavy sigh. “The money is great, but you can’t get another place like this to live,” he said. “It’s like Club Med.”
Our Five Sisters neighborhood in Burlington has been recognized nationally for its great sense of community, but, unless global warming really gets rolling and Vermont becomes oceanside property, we are not likely to face such a dilemma. However, this high degree of neighborliness has driven up property values here by most estimates.
So, how much of a premium would you pay to live in a neighborhood bursting with a strong community vibe? And once you have it, what would be your selling price? Ten times what you paid?
Many of the neighborhoods that use Front Porch Forum end up with some of their local officials on their online forum. Ten neighborhoods in Ward 5 of Burlington, Vermont, for example, have the following on board: 2 state reps., 2 city councilors, 2 school board members, and various city officials, such as a police lieutenant and a community development specialist.
Officials report to their constituents on hot topics. If they wander too far off the path and get into politics (vs. reporting on things), then they usually hear about it directly or through the neighborhood forums (so that lots of other citizens see the rejoinder too)… so they tread carefully. Taxpayers also toss questions to the officials through the forums… “I wonder if our city councilor can report on the status of the construction along Pine Street?”
Today The Local Onliner reported on an interesting development:
OhioElects performs targeted searches of state, local and national political Web sites as part of its broader political coverage. Hundreds of sites have been crawled and indexed in the site’s first go-round. The site itself hopes to serve as a portal for all types of contextual political advertising.
Further, I recently accepted an invitation to participate in a session at Harvard later this month focused on the internet’s role in local politics. The event is co-hosted by the Berkman Center for Internet and Society and the Sunlight Foundation. I don’t think it’s online anywhere yet.
Many neighborhoods are using Front Porch Forum to get organized in the face of shared challenges… proposed highways, landfills, convenience stores, etc. Others have gone beyond playing defense to using their neighborhood forum to plan constructive changes… new playgrounds, block parties, strengthening communication with elected officials and more.
Now some of our area’s more innovative community organizers are figuring out ways to use Front Porch Forum to reach hundreds and thousands of local folks across multiple forums. Several options are being used successfully:
1. Develop an email list of local contacts. When you have a message to get out, send it to your list and ask each of them to post it on their neighborhood’s forum… kind of like an old fashion phone tree. Organizers report a more favorable response to their message, because people are getting the pitch from a neighbor vs. a stranger. Some of your local contacts may need to sign up first… send them to Front Porch Forum. Here’s a recent example:
Build Burlington’s Future. Our schools need you! Please volunteer to post updates to your neighborhood FrontPorchForum.com. There are approximately 40 neighborhood Front Porch Forum’s in Burlington and we want to get the word out in EVERY neighborhood. Reply to this email to find out more.
2. Join Front Porch Forum’s network of neighborhood organizers. In our first few months 175 people signed up for this designation across our 130 neighborhood forums. This group has it’s own forum where these organizers swap tips for successful neighborhood forums, as well as share interesting messages that organizers may choose to pass on to their own neighborhood forums. Any members can log onto Front Porch Forum (password required) and select the Neighborhood Volunteer status on their Account page.
3. Some local officials have access to multiple forums across their district/ward/town for “official business.” In some cases, an official is asked to share a message across several neighborhood forums.
4. In the first part of 2007, we plan to test a new feature that will allow members to post messages in neighborhoods other than their own, for a fee… something like a paid classified ad. Stay tuned!
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