Local Interactive Strategies

10 lessons on hyperlocal, from ONA

Great roundup of “10 lessons” from the ONA  conference last week by  Pekka Pekkala .

Here are a few  snips to give you a taste of the great lessons in this piece:

Mike Orren, publisher, reminded that advertisers don’t care how big you are if they don’t know you. It takes a long time to build a brand in advertising community and it matters, because ad buying decisions are not made rationally.

Read J-Lab report New Voices: What Works and learn how much work it requires to keep the contributors active. Less than 1 in 10 of those you train will stick around to be regular contributors.

Founder Susan Mernit from Oakland Local said that they thought people would read normal feature-like news stories. It turned out that the really simple stories about a new coffee shop or the heavy, investigative pieces were the most read. So they stopped doing features.

Bottom line: Run it like a business from Day 1. If you’re running a hyperlocal site or just thinking about it, print out The top 10 key lessons for hyperlocal journalism startups from ONA10
and stick it on your refrigerator.


November 10, 2010 Posted by | Uncategorized | Leave a comment