Branchenbücher in allerlei Abwandlung werden inzwischen von einigen lokalen Netzmedien als Erlösmodell erkannt. Nach meinesuedstadt.de setzen inzwischen auch einige andere auf Weiterentwicklungen das klassischen Branchenbuchs. Mit Lokalnews.de hat sich auch ein verlagsgetriebenes Angebot angeschlossen.
Einen tollen, weil einfachen Ansatz eines Branchenbuchs haben zwei Studenten in der Kleinstadt Oyten (in der Nähe von Bremen) letzten Freitag gelauncht. Unter deinoyten.de haben sie ein Branchenbuch aufgesetzt, mit dem sie ganz bewusst zwei Schritte zurück gehen und damit sowohl den lokalen Händlern, wie auch den meisten lokalen Nutzern aus der Seele sprechen. Schön ist, dass jeder lokale Händler zwischen einem kostenlosen und einem Premium-Dienst wählen kann:
Unser Konzept:
- keine unnützen Informationen
- keine Bewertungen
- eine optimierte Suche
- ein ansprechendes Design
- zielgerichtete Werbung aus der Region
- und das Wichtigste: Die Öffnungszeiten
Der Weser-Kurier schreibt dazu:
Auch wenn einige am Anfang etwas skeptisch waren und sich sorgten, wieviel der Eintrag denn nun wirklich koste. Aber wir betonen, ein normaler Eintrag mit vielen Grundinformationen ist völlig kostenlos. Wir wollten einfach Abhilfe schaffen für das ernüchternde Suchen auf anderen Seiten”, erklären die Tüftler.
(..)
Es gebe auch ein kostenpflichtiges “Pluspaket”, das zum Beispiel die Erstellung eines kleinen Werbespots beinhalte, aber das sei eben nur eine Option. Über 2500 Arbeitsstunden seien bislang in das große Projekt geflossen. Mit viel Liebe zum Detail wurde die Seite entwickelt.
(..)
Derzeit sind bereits 280 Einträge auf der Seite deinOyten.de zu finden, das seien 90 Prozent der vorhandenen Geschäfte in der Gemeinde
Das herausfordernde an Branchenbüchern im Zusammenhang mit lokaljournalistischen Angeboten, ist die Chance mit der kompletten lokalen Community zu arbeiten. Die Händler auf der einen und die Leser auf der anderen Seite, bieten Möglichkeiten zu vielen weiteren kreativen Erlösmodellen, die allen Beteiligten zum Vorteil werden (Wanted: spannende Geschäftsmodelle im Journalismus).
Etwas irritierend ist in dem Zusammenhang, dass mit Mein-Spandau.de der TVG Telefonbuchverlag ein Testprojekt für einen Lokalblog betreibt, aber kein Branchenbuch anbietet. Außer einer Integration des Telefonbuchs in der Sidebar, testet man dort nichts eigenständiges.
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