Demystifying Advertising in Hyperlocal News Communities

Submitted by Michelle Ferrier on Thu, 10/01/2009 – 11:21am

Two hyperlocal efforts described their advertising strategies in a recent conversation sponsored by the Journalism That Matters collaborative. Tracy Record of WestSeattleBlog.com and Barry Parr of Coastsider.com discussed the advantages of ad servers, pricing, and some do’s and don’ts of ad sales in the hyperlocal space.

Do
•    Publish awhile before selling ads. WestSeattleBlog.com ran for two years before it took ads. Coastsider.com didn’t start selling ads for four years. Having another revenue stream (like a job) helps during the startup phase.

•    Develop a page design/platform that accommodates ads…even if you don’t have any yet. That means building in multiple positions – leaderboards, banners, buttons, text ads. The challenge is a design that has enough ad positions…more