Tag Archives: Patch

paidContent: AOL hyperlocal network Patch plans 400 new sites

paidContent reports today that AOL’s hyperlocal venture Patch could become the biggest new employer of full-time journalists in the US, with plans to add hundreds more sites by the end of the year.

According to the media site, Patch’s president Warren Webster told them the company plans to add 400 new hyperlocal sites to its network of 100 so far, doubling its current advertised state coverage.

Webster says that Patch is selecting towns to expand to based in part on a 59-variable algorithm that takes into account factors like the average household income of a town, how often citizens vote, and how the local public high school ranks; the company is then talking to local residents to ensure that targeted areas have other less quantifiable characteristics like a “vibrant business community” and “walkable Main Street”. Patch hires one professional reporter to cover each community; each “cluster” of sites also has an ad manager who is the “feet in the street” selling ads.

See the full post here…

Los Angeles Times: What’s it like to be a one-man hyperlocal band?

The Times’ James Rainey interviews Andrew Kersey, the editor of one of Patch.com’s hyperlocal news sites in the US. Owned by AOL, Kersey is the editor of the local news network’s first southern Californian site, Manhattenbeach.patch.com.

The job would be hard enough if Kersey only had to face the regular challenges of any starting journalist – building sources and writing with authority, for starters. But he’s also got to hire freelancers, edit copy, take pictures, record video, Tweet out news flashes and build a profile for what remains an almost unknown brand.

There’s always too much to do. And it will only pay off if the one area of the operation Kersey can’t control, advertising, can make inroads like no other operator has been able to in the much-hyped hyperlocal news space.

“Patch.com asks for $15 for every 1,000 viewers it brings to one form of online ad that businesses create themselves.” Can this revenue model work and should editors like Kersey have more of a role in the commercial side of the hyperlocal site?

Full story at this link…

Herald Online: AOL’s hyperlocal network Patch gets charitable to fund community news

Patch, AOL’s growing network of hyperlocal news and information websites in the US, has announced the foundation of a new charitable arm, Patch.org:

Patch.org will partner with community foundations and other organisations to launch Patch sites and bring objective local news and information to communities and neighborhoods around the world that lack adequate news media and online local information resources.

The Patch.org sites will employ a local journalist to produce original news and content, and aggregate material and information created by the community. Any revenue earned by the sites will be invested back into the community they serve, a press release says.

Full release at this link….

Business Insider: AOL to launch hundreds of local news sites in 2010

According to this report, AOL is planning to expand Patch, its network of local news sites, from 30 domains to “hundreds” during 2010.

AOL bought Patch Media Corporation and an additional local information provider going.com in June.

An internal memo seen by Business Insider detailing the plans underlines AOL’s intention to aggressively expand in the local space, something the company describes as “one of the most promising ‘white spaces’ on the internet”.

Full story at this link…

New York Times: Focus on hyperlocal US news sites

Article rounding-up the state of several hyperlocal news start-ups in the US, including Everyblock, Outside.in, Placeblogger and Patch.

Such sites face an advertising paradox, suggests the article: they offer more targeted readers to advertisers, but fewer of them.

Full article at this link…

Valleywag: Google ad exec invests in journalism start-up

Tim Armstrong, Google advertising executive, is using his private investment company, Polar Capital Group, to back Patch – a community news organisation, which also boasts CUNY professor and media blogger Jeff Jarvis on its editorial board.

Full story at this link…