Rick Waghorn, founder of myfootballwriter.com and keynote speaker at today’s JEEcamp conference, has said his Norwich FC site attracted 33,000 unique visitors in January.

However, Waghorn said the more interesting figures are 436 – the average number of seconds spent on the site by a user, and 3.5 – the average number of visits a month.

Discussing the local contextual advertising system Addiply which he has developed, Waghorn said local newspapers should now be viewing their journalists’ contact books as list of potential advertisers.

According to Waghorn it’s about creating a ‘melting pot’ of revenue from Google, local advertisers, subscribers and content syndication.

Relying on one revenue stream isn’t enough: 400,000 pages impressions over three months to MFW generated a paltry $180. Google is not the piece of advertising kit needed by local sites, Waghorn said.

News sites should aim to gear their content and advertising so it can be adapted and pushed through local, national and global channels, Waghorn advised. As an example, the site has this week signed an ad deal with the British Army, who were keen to tap into the football fan demographic.