10 lessons on hyperlocal, from ONA
Here are a few snips to give you a taste of the great lessons in this piece:
Mike Orren, Pegasusnews.com 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.
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.
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