Versión en español aquí.
Just two years after its launch, the local news website zonacero.info ("ground zero") in Barranquilla, Colombia, has managed to attract 200,000 visits a month. This in a city of just over 1 million population.
This small staff of journalists demonstrates how knowing the community and understanding the audience can make the difference between success and failure.
Showing posts with label hyperlocal. Show all posts
Showing posts with label hyperlocal. Show all posts
Thursday, October 6, 2011
Thursday, February 24, 2011
TBD may have failed because of cultural clashes
Versión en español aquí.
Rick Edmonds of the Poynter Institute has the best early take on why Washington’s hyperlocal TBD.com failed. One of his points is that the operation started out too big, with 50 people.
This number troubled me from the first announcement of the launch. Why wouldn’t they start with a smaller staff and build up gradually? Innovative ventures are an exercise in exploration, and it is hard to know at the beginning where to focus most of the people and resources. It’s often better to start small and let the market tell you what it wants.
Selling digital ads not like selling TV
One of Edmonds’s other points was that the sales staff of television station WJLA that was a partner in this venture was supposed to sell digital advertising.
Without knowing the details here, I cannot imagine that a television salesperson accustomed to making big commissions would want to dedicate valuable time to selling digital without some significant financial incentives. Were they part of the deal?
Rick Edmonds of the Poynter Institute has the best early take on why Washington’s hyperlocal TBD.com failed. One of his points is that the operation started out too big, with 50 people.
This number troubled me from the first announcement of the launch. Why wouldn’t they start with a smaller staff and build up gradually? Innovative ventures are an exercise in exploration, and it is hard to know at the beginning where to focus most of the people and resources. It’s often better to start small and let the market tell you what it wants.
Selling digital ads not like selling TV
One of Edmonds’s other points was that the sales staff of television station WJLA that was a partner in this venture was supposed to sell digital advertising.
Without knowing the details here, I cannot imagine that a television salesperson accustomed to making big commissions would want to dedicate valuable time to selling digital without some significant financial incentives. Were they part of the deal?
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