What are the most common categories for what people are looking for in (1) the Yellow Page and (2) local online search? Same things? Apparently not, according to The Local Onliner:
Just this week, Ask released the Top 10 food, music and business search lookups for its revised AskCity service. Here’s how AskCity’s Business Search compares to The Yellow Pages Association’s Top 300 categories:
1. Massage (#148)
2. Shopping mall (NA)
3. Hospitals (#9)
4. Family doctor (#2)
5. Churches (#22)
6. Plumber (#10)
7. Florist (#16)
8. Police department (NA)
9. General practice attorneys (#6)
10. Auto repair (#4)
The top ten Yellow Pages categories (from source above):
1. Restaurants (Fast Food & Nonspecific) 1,341 (millions of references)
2. Physician & Surgeons 1,173
3. Automobile Parts 567
4. Automobile Repair 449
5. Pizza 358
6. Attorneys 312
7. Automobile Dealers 28
8. Dentists 251
9. Hospitals 245
10. Plumber 244
Front Porch Forum doesn’t have enough data yet to be meaningful, but it will be interesting to see over time what our members are looking up in our message archives and via our sponsored links (forthcoming).
A story about Front Porch Forum will air tomorrow (Dec. 20, 2006) on Vermont Public Radio’s Morning Edition at 7:49 AM. That’s 107.9 FM around Burlington. We’ll have the audio version on our Media page after the fact. Thanks to Mitch Wertlieb and Ben Embry of VPR.
Side-by-side neighborhood photographs taken this year and in the 1930s provide great insight… each pair worth 2,000 words, I guess. Check out Depression Era Streetscapes, a project of University of Vermont Professor Thomas Visser. The site covers much of Burlington, Vermont, USA.
And in another take on related matters, Peter Krasilovsky reports on two more city sites: Pegasus News in Dallas and CitySquares in Boston. CitySquares co-founder Ben Saren reports 300 advertisers paying a flat 25 cents/click.
To date, neighborhoods out of the downtown district do best, like Jamaica Plain and Harvard Square. “There is a lot more of a neighborhood mentality,” says Saren The more homogenized, high rent businesses in downtown Boston are less likely to pitch their tent with a local city site.
Saren, like Pegasus’ Orren, hopes to take his concept beyond his city’s borders. “Ideally, it would be a Tier 2 or Tier 3 market with a college orientation, like a Burlington or Tallahassee,” he says.
Hmm… I wonder how this would work in home-sweet-home Burlington.
From an interview in .net magazine with Flickr co-founder Caterina Fake:
Community building is also what got Yahoo! so interested in Ludicorp’s creation and although Yahoo! has got some of the best technical resources behind it, Caterina believes that skills and money don’t guarantee users. “The interesting thing about acquisitions of this kind is that you can’t just suddenly build a community. You can’t just go out and replicate all of the features and functionality of something you’ve seen, it doesn’t really work that way.”
According to Caterina: “The most difficult part is not the technology but actually getting the people to behave well.” When first starting the community the Flickr team were spending nearly 24 hours online greeting each individual user, introducing them to each other and cultivating the community. “After a certain point you can let go and the community will start to maintain itself, explains Caterina. “People will greet each other and introduce their own practices into the social software. It’s always underestimated, but early on you need someone in there everyday who is kind of like the host of the party, who introduces everybody and takes their coat.”
Thanks to Jason Kottke for the reference, as well as an additional example.
With the development of Front Porch Forum, I too have been spending time online with our early members helping to shape that sense of community… online community that is. So that the positive, constructive, civil tone we’ve achieved will carry over from the online community into the actual neighborhood. Some have suggested that this aspect isn’t scalable… I’m confident it will be. Already we have about 6% of our members self-selected as neighborhood forum volunteers to help make this happen. People are able and willing to step up when it’s their neighborhood.
Burlington Telecom is a young internet provider that is bringing fiber optic broadband all the way to the home. This is the latest and greatest technology and it’s cheap! BT also offers telephone and “cable” TV (no copper). And the kicker… this innovative high tech outfit is owned by… the citizens of Burlington. It’s a municipal utility. All “profits” stay local… no distant corporate CEOs to feed or bail out of prison.
In our market, we have a small number of broadband options. The primary cable option has been Adelphia, which was swallowed by Comcast. That change is just hitting the ground here and I’ve been hearing from customers about the switch. Some haven’t had a problem, others have.
Here’s word from one unlucky chap who lives in Redrock:
“The switchover from Adelphia to Comcast has been a nightmare setting up forwarding loops and non-delivery notices. I am in the process of deleting most of some 21,306 messages… to get the half dozen legitimate ones.”
Ouch! He went on to sound an increasingly common refrain:
“Burlington Telecom doesn’t serve us yet… We can’t wait until they get here.”
Full disclosure: I volunteer on BT’s citizen advisory council and was a beta tester when their residential service started last fall.
Zvents received $7M in funding in November. More:
San Mateo, CA (PRNewswire) November 7, 2006 — Zvents, the leading local event search technology firm, announced today that it has secured $7 million in series A financing led by VantagePoint Venture Partners… The funding will be used to expand Zvents’ geographic coverage to major metro areas across the United States, and to grow its technical and business staff.
Founded in March 2005… the company has developed the Zvents Media Platform… that provides next-generation local search and targeted advertising capabilities for local web publishers… The platform was launched with the San Jose Mercury News in July 2006, and has since rolled out with the Denver Post, Miami Herald, and Contra Costa Times. Forthcoming 2006 metro launches include Boston and greater Los Angeles.
Further…
“Local is a huge growth area on the Internet today, for both relevant content and targeted advertising,” said David Carlick, Managing Director at VantagePoint Venture Partners. “Zvents’ search, content, and advertising solutions are enormously valuable to media firms looking for ways to become more relevant to their audience, and better monetize their content.”
Dot.com titans are hard at work to tie into the millions of small and medium businesses (SMB or SME) in the United States. I recall a Business 2.0 article that pegged the Yellow Pages as a $15B/year industry… that’s all paper, not online. And Peter Krasilovsky reported today about Google’s efforts to provide micro-websites to potentially millions of small businesses that otherwise have nothing to link to (and therefore can’t buy advertising space from Google).
Google’s head of SME product development, Dan Rubenstein, speaking at The Kelsey Group’s ILM event in Philadelphia, said that Google is going to meet SMEs halfway to get them to actively market themselves on the Internet. Google is developing several new products specifically with SMEs in mind (and may have quietly launched them).
First, it is rolling out microsites to help the SMEs that don’t have a website but want to advertise on Google – a group that potentially represents at least 50 percent of the 12 million + SMEs in the U.S with ad budgets. Without a URL and website to link to, of course, ad campaigns on Google are highly limiting.
Rubenstein noted that SMEs would have at least five templates to choose from.
Front Porch Forum’s sponsorship program (under development) is aimed at the micro-to-small end of the business spectrum, and, therefore, we’re expecting that few will have a web presence, nor care to have one. The three-man roofing contractor, the neighborhood daycare, the one-woman tax preparer, the corner store and autoshop. They’ll be able to advertise very cheaply in one or more neighborhoods in one-month increments. We haven’t really started talking about this publically yet and already two dozen businesses joined our waiting list. And since it’s nearby businesses sponsoring the surrounding neighborhood forums, there’s less need for each small enterprise to have a website… just “Special this week at Jerry’s Gulf this month: $20 oil change for members of this neighborhood forum.” And everybody knows that Jerry’s is up on the corner. Stay tuned!
Rob Maurizi just forwarded this piece from Time magazine (Europe Edition) by Grant Rosenberg about Peuplade:
Just two months old, Peuplade enables users to find like-minded Parisians in their own neighborhood, or even their own building, to schedule a range of activities, including after-work drinks, jogging groups and block parties. Already some 40,000 people have signed up and participated in more than 1,100 events around town. A rollout in other French cities is planned soon.
That’s an amazing start! Rosenberg goes on:
Beyond recreation and socializing, the site also promotes exchanging small services like babysitting and visiting isolated senior citizens. “In Paris, we don’t have the habit of really knowing our neighbors,” explains one of Peuplade’s founders, Nathan Stern, a sociologist by training. “Our website is about establishing community interaction not based on looks, background or politics, but by virtue of being nearby.”
That last quote could be said for Front Porch Forum too. Now where did I leave my college French? Peuplade looks impressive, but it’s impenatrable to the likes of my English-speaking self.
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