G. Patton Hughes writes about his experience operating a hyperlocal news site called paulding.com… one focused on the network and the other on advertising. Some excerpts (well… lots of excerpts)…
Key to this success in the hyperlocal environment is the audience… For myspace it is the peers of the tweens and teens; for facebook, college peers constitute the largest draw. Frankly, one of the main reasons both sites are a success is that most there are probably on the make.
While there is some of that on paulding.com, the draw is infinitely more community minded. Many come to this hyperlocal community because they need the knowledge of those who live and know the community.
The point is each kind of social network targets a different demographic group – and most are places where ‘people like me’ congregate. That the large national social networks seem to target the youth is unmistakable. What is equally obvious is that in the hyperlocal sphere, it is geography rather than the common angst of being pubescent that is at the core of the social mortar.
This meas the hyperlocal network naturally targets adults living in a community. The prom is decidedly less an issue than is deciding the communities future by passing a fire tax. The challenges they face are politics, dealing with government, dealing with the schools, dealing with fulfilling the needs of the family to shelter, feed, clothe, educate, entertain and keep its children safe. All of these processes are at the core of adult involvement in a community. It is their interests, presence and experience and their willingness to share that knowledge that are at the core of the value proposition of the hyperlocal social network.
And…
The power of this network is that as it forms and grows it begins to write the narrative of the life of the community. In doing so it naturally challenges the schools, the newspapers, the politicians and the business community – any and all who previously controlled the public debate. The authority of those who head local institutions will likely find themselves in the midst of unanticipated conflicts.
I just can’t see adults with family and community responsibilities spending all day “poking friends” on Facebook. Seems I’m not alone…
Remember the Gail Sheehy’s book “Passages?” Consider that people in the Internet age are going through one of many stages in life. As they age they will not so much change their media habits as adapt them to the new demands they face. I’m pretty certain they will move on from these national peer group networks and with the nesting instinct, instead turn to tend their gardens in their own backyards. My gut is they will migrate to a hyperlocal social network if one exists in their community and that migration will be an element of their passage from being kids to adults…
I fully believe that hyperlocal networks will become integral to the communities. Part virtual tool, part social network and part news, their function is to aggregate the knowledge and understanding of the adults in a community. As in all networks, it is the people who are the most valuable resource. It is their local knowledge that adds value.
However I question the next point… I think the glue is connecting with those around you rather than local news.
Local news is the glue that brings these largely disparate elements of community life together and only a fool would expect the result to be quiet order. Strife and conflict are as natural an element of the network as are death and taxes. Those who create these hyperlocal social-networks will have to be adept at managing them.
Managing that and bringing together a new kind of community that has more cohesion than dissention is the challenge of the hyperlocal community network builder.
For those who might say, but it is the sales, stupid, I can’t over-emphasize that commerce is the life-blood of a community network and permeates all aspects of the community. The task of the 21st century hyperlocal publisher is to build a virtual social, economic, political and spiritual network that transcends the conflicts of individuals and ultimately unites all elements of the community by telling their individual stories.
The tool is radically different from a newspaper. There will be hundreds or thousands of individual writers conversing. Still, when it is all distilled, the product of the hyperlocal network is just a new kind of journalism.
I can see how this looks like a new kind of journalism to a journalist… but I see it more as a new kind of citizenship… one where lots of people are involved in a open conversation with those around them about issues large and small… a huge departure from the individualism and isolation so in vogue today.
And about ad sales…
The secret of good sales is a good salesperson… give a good salesperson a product like Paulding.com with our average 10,000 daily visits, average 15 pages per visit and 13 minute plus average visit and money will come.
Yes, I’m celebrating a bit because we’ve had our best month yet. Not great but we’re now at about 20 percent of target in revenues up from about 12 percent. Our target revenue is $25,000/mo.
[Also] for a hyperlocal site to get national advertising revenues they’re going to have to either go with Google adsense or find some other kind of national representation.
The first is http://www.thenewsroom.com. This is generating about $250-300/month with my traffic and has given me access to those local stories… The second national site is http://www.adsdaq.com which is serving the purpose of a national advertising representative… They are selling about 25 percent of that inventory and and I’m netting over $300/month from the arrangement.This helps me establish a value the value locally for these front page banners at about $1400/month which, while they don’t sell for that locally, makes for good conversation with locals over the value of advertising on Paulding.com.
And do know that establishing that value proposition is a critical task in local sales… but not nearly as important as a good salesperson.
Great stuff… congratulations and thanks to Paulding.com
Kate in Burlington’s Old North End wrote a lovely “call to shovels” today post-blizzards, encouraging neighbors to help clear troubled sidewalk spots as a show of community spirit (it’s the city’s responsibility here). Great idea.
Her opening line caught my eye too…
I don’t usually post, but I read every single ONE Newsletter I get.
I surveyed one Front Porch Forum neighborhood last year and found that 98% of respondents claimed to read or skim every issue of their neighborhood forum. And 50% had posted a message in the last six months.
This high degree of readership must contribute to the impressive results FPF’s initial advertisers are reporting.
Resource-rich Marchex writes about its trial of MyZip.net, a network of paid local bloggers.
Here is a selection of recent posts from the MyZip neighborhood sites:
- A look inside the Beverly Hills public library from 90210.com
- Where to find one-of-a-kind gifts in Plymouth from 02360.net
- How the Portland’s Parkrose Heights post office is holding up during the holiday rush from 97220.net
- A celebration of West Reno’s Wells Avenue from 89509.net
- How to give back to the West Seattle community from 98126.net
Hmm… Our zip code, until it’s recent split into two zip codes, covered about 40,000 people in about 40 identifiable neighborhoods. So a blog written by one paid person about little items within our zip code doesn’t sound very compelling… like the 3rd or 4th page of the local section of the newspaper, without the newspaper behind it. I’m not intimately familiar with any of Machex’s early demo areas though, and I don’t understand much of their model… perhaps it will be great.
Congratulations to Jim Willis for pulling his Red Bank, NJ neighborhood together with a Front Porch Forum-like effort. From RedBankGreen…
Jim Willis rolled into town three months ago eager to do some community building… It’s what he did in his job as director of eGovernment services in the Rhode Island secretary of state’s office, where he went on a four-year tear putting previously hard-to-access information at the public’s fingertips via the web.
On the personal side, Willis is equally passionate about what he calls “social capital”… Willis subscribes to the belief that traditional social life in America has been frayed by a number of forces —€” the rise of television, the emergence of two-earner household, and technologies that make it easier to interact electronically rather than in person.
Willis grew up in Colts Neck and moved back to the area after 14 years in Washington, DC, Cincinatti and Providence… But leaving Providence meant giving up a neighborhood with “astounding social and economic diversity,” Willis says —€” not to mention great block parties. And he and his wife decided, “if we didn’t find it here, we were going to make it,” he says.
Soon after arriving, Willis began planning an email newsletter for his new neighborhood, an electronic venue for people to share information and insights about everything from the availability of babysitting services to updates on the water-line replacement work now underway in the area to notices of free stuff about to be put out on the curb.
Willis said he encountered some suspicion when he first went door-to-door to pitch the idea and collect email addresses. Some people wanted to know what he was getting out of it, and others worried that their inboxes might soon be hit with more spam.
But it wasn’t all resistance out there. In fact, he says, of the first 40 responses he got, “20 were just full of enthusiasm.”
One inspiration for what he’s doing is Front Porch Forum, a community-building organization that claims to have brought 25 percent of the population of its home city — €” Burlington, Vt. — into online discussions in its first year.
Willis has adopted several of the Front Porch Forums suggestions. One is to keep the newsletters fluff-free, or people won’t value them. Another is to build the readership to an optimal size, which turns out to be about 150 active members. And, perhaps most important, no one can post anything anonymously, which obviates the “flame wars” that occur in forums where anything goes.
He’s also sharing the workload that goes into providing content for the emails. “I don’t want to write it,” Willis says. “I want neighbors to want to do it, and I’ve got people stepping up.”
“This is for neighbors by neighbors,” he says.
Already, one parent has suggested organizing a play group for kids of a certain age. One neighbor volunteered to get in touch with Parks & Rec to get the lowdown on what improvements are planned for East Side Park, and another has said he’ll reach out to Police Chief Mark Fitzgerald about organizing a neighborhood crime watch.
The East Side Park Neighbors Newsletter, Willis wants it known, is not meant to isolate the neighborhood from the rest of Red Bank. In fact, he says he’s willing to share the software and know-how behind the newsletter to anyone in town who wants to adopt it for similar efforts.
He thinks that offer might be of particular interest to residents of the West Side, whom he’s seen coming together anew in the wake of the Best Liquors controversy and concerns about crime and housing conditions.
Whether his idealism proves infectious remains to be determined. Calling the police chief and writing up a short report can be a burden for people with full-time jobs and kids.
“I’m going to try to help him if I can,” says John Gosden, a Harrison Avenue resident for nine years who has a particular interest in the upkeep of the park.
“It kinds of brings people together as a community,” he says. “It’s actually a very busy park.”
Willis thinks it will take some time to work the bugs out and get the newsletter established. Already, he’s sent out two issues, but problems with spam-bocking software in the email programs of many intended recipients kept the first one from getting though.
But that’s a fixable problem, says Willis. The bigger challenge is fostering a sense of community.
“If we accomplish one thing, I’m hoping we diminish that cynicism that keeps people from talking to one another,” he says.
John Kelsey writes today…
In 2005, Jonathan Weber launched New West Publishing, an online independent local media company designed to serve the “culture, economy, politics, environment and life style of the Rocky Mountain West.” Today NewWest.net is structured as a regional publication that also focuses in on seven local markets. He reiterated… the difficulty of selling local online advertising. Success requires patience and persistence, the blocking and tackling of the online local media business. At the same time, you need talented players and a good strategy. These could be described as great content and local authenticity.
What I find most refreshing about New West is that Weber resisted the forces encouraging him to replicate his platform in other markets (New South, New China, etc.). Unlike most other entrepreneurs in the city guide and free DA business, Weber said, let’s do this right in one market area and then, and only then, consider expansion.
Great content and local authenticity… that’s a winner. And that combination appears to be in short supply.
David Ardia’s post just alerted me to the fact that iBrattleboro is being sued for libel over something written in the comment section of their site.
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