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Towards a hyperlocal business model?

November 23rd, 2010Posted by in Business, Hyperlocal

Using data from OpenlyLocal, Greenwich.co.uk publisher hyperlocal.co.uk has created a map showing the concentration of hyperlocal websites in the UK.

Hyperlocal may be a word that is too freely used: is a city-based website hyperlocal? Or should it be postcode- or street-based? Then again, why decide? Hyperlocal.co.uk’s map shows the huge range of ‘hyperlocal’ sites operating in the UK and where such local media is currently lacking.

Compare this with a map from advertising solution Addiply of all its hyperlocal clients – ranging from independents to networks like the new STV local offering and Guardian Local. If the number of markers on this map grows, hyperlocal publishers will be able to see their network growth to lure more advertisers, particularly those bigger brands that buy digital ad space UK-wide, but which have media buyers operating from a central office.

While we’re on the subject of hyperlocal sites finding new commercial opportunities, it’s worth mentioning hyperlocal pioneer The Lichfield blog, which in partnership with a local printing co-operative Sabcat Printing has started selling T-shirts from an online shop – Viva LichVegas. It’s something Scottish website GreenerLeith does too – making pounds and publicity, and an interesting experiment in hyperlocal business models.

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