|Testy Copy Editors
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|Author:||jjmoney62 [ Fri Aug 16, 2013 12:44 pm ]|
|Post subject:||Hyper Tension|
Can we all finally agree that the "hyperlocal" movement was a useless marketing gimmick from the start and never caught on, now that even USA Today is writing that obituary and AOL's Patch is implementing massive layoffs?
After a decade and a half of experimentation, a business model remains elusive. In other words, it's a very tough place to make a buck.
The idea behind hyperlocal sounds entirely sensible. People like neighborhood news. Small merchants need a place in which to advertise where they can target their home audience and not pay the freight for an ad in a major metro daily. And as those dailies cut back, there's an underserved market.
Problem is, as is so often the case on the Internet, there just aren't enough digital ad dollars to make the numbers work.
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