Der New Yorker Observer hat einen Artikel über das lokale Manhatten-Nachrichtennetzwerk DNAinfo.com geschrieben. DNAInfo ist seit 2009 in New York am Start und wird von Joe Ricketts, einem privaten Investor finanziert, der auch als CEO auftritt (und unter den Top 1.000 bei Forbes ist).
Aktuell hat DNAinfo angekündigt, stärker zu wachsen und weitere kleinlokale Gebiete New Yorks und mit Chicago auch die erste weitere Stadt zu beackern. Die spannendsten Aussagen im Observer-Artikel sind die Infos zur Vermarktung von DNAInfo:
The fatal flaw of the hyperlocal model is that local business display advertisements, for the most part, can’t fund journalism. Small businesses can’t afford ad agencies, so they are difficult to reach without serious man power on the sales side and are easily lured toward the quick cash flow of local deals sites. But perhaps not for long.
According to Ms. de Kretser, DNAinfo’s locally embedded reporters are its best marketing tool. It’s often after interfacing with a DNAinfo reporter that a local business inquires about advertising opportunities. And as small businesses grow disenchanted with Groupon and its competitors, which have been less successful at breeding loyal customers than in unleashing a firehose of coupon clippers, there is an opening for DNAinfo. The site’s display advertising promotes special deals at the salons and restaurants in the neighborhoods they cover
DNAinfo’s rates are low, but Ms. de Kretser, who also serves as DNAinfo’s publisher, said the precise targeting pleases advertisers and the click-through rates are “quite amazing.”
In den Staaten haben lokale Netzmedien inzwischen einen komplett anderen Stellenwert als bei uns. Sowohl Leser-, wie auch Investorenseitig. In einem Artikel das US-Branchendienstes Streetfight zur New Yorker Local-StartUp-Szene, wird DNAinfo inzwischen in einem Atemzug mit Foursquare genannt:
With its expansion, DNAinfo joins a new class of hyperlocal companies — led by tech startups like Foursquare — that were spawned in New York City and now are in the process of scaling their products into other markets. New York (and Manhattan in particular) has become a hotbed of hyperlocal activity in recent years.
DNAinfo ist insgesamt wohl das momentan am weitesten entwickelte lokale Netzmedium weltweit. Vor allem Vermarktungsseitig sind viele neue Ideen in der Mache.
Weitere Artikel auf netzleser:
- Hyperlocal oder auch nicht: Es geht um echte Nähe zum Leser und Anzeigenkunden Jim Brady hat die Washingtonpost.com erfolgreich ins Internet geführt und arbeitet heute für JournalRegister Company, einem Dienstleister um Lokalzeitungen den Weg ins Internet zu zeigen. Im Interview mit dem Hyperlocal-Newsmagazin StreetFight erklärt Brady seine Sicht...
- Google startet, was Zeitungen verpennt haben: die lokale News-Informations-Shopping-Community Google geht in den Staaten den Schritt, den Verlage und Lokalzeitungen in Deutschland verschlafen: Lokalzeitungen Google als Marktplatz für den Einzelhandel. Ähnlich wie mit dem Projekt Online Motor Deutschland, startet Google USA momentan damit lokalen...
- Lokale StartUps: unterfinanziert und zukunftsfest Weil es toll zur momentanen Debatte zur Tragfähigkeit lokaljournalistischer StartUps passt: Auch in den USA werden Lokalblogs durchaus kontrovers diskutiert. Einen tollen Denkanstoß dazu hat das Streetfightmag heute gegeben: Financial sustainability is one of the...
- NYT: Kooperation mit CUNY-Studenten bei hyperlocal-Blogs www.poynter.org hat einen lesenswerten Artikel über die hyperlocal Aktivitäten der New York Times geschrieben. Kurz, um was es überhaupt geht: Die NYT hat im März 2009 zwei hyperlokale Blogs gelauncht – Fort Greene und Clinton...
- geoworldsummit in NYC: großes Thema für Regional-, Lokalzeitungen und -Blogs In News York war der geoworldsummit. Viele Kluge Köpfe treffen sich dort, um sich – ganz grob gesagt – über lokales Internet auszutauschen. Ein Thema, dass auch in Deutschland immer mehr in den Vordergrund rückt....
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