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  • The Local You Know, The Local You Don't: Rich Skrenta

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    anon-468057
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    The document discusses the challenges of creating an aggregated local news site and how citizen journalism helped address those challenges. Specifically: 1) It was difficult to find enough original local content and monetize local news, but user comments helped engage local communities and drive traffic. 2) When a small town was hit by tornadoes, local residents posted over 200 comments about the disaster, showing how local issues can motivate local discussions. 3) Citizen journalism through comments has now led to daily activity in over 1,000 cities, with as many daily posts as there are local news articles in the system, helping address the lack of original local stories.

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    The document discusses the challenges of creating an aggregated local news site and how citizen journalism helped address those challenges. Specifically: 1) It was difficult to find enough original local content and monetize local news, but user comments helped engage local communities and drive traffic. 2) When a small town was hit by tornadoes, local residents posted over 200 comments about the disaster, showing how local issues can motivate local discussions. 3) Citizen journalism through comments has now led to daily activity in over 1,000 cities, with as many daily posts as there are local news articles in the system, helping address the lack of original local stories.

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    24 tayangan11 halaman

    The Local You Know, The Local You Don't: Rich Skrenta

    Diunggah oleh

    anon-468057
    The document discusses the challenges of creating an aggregated local news site and how citizen journalism helped address those challenges. Specifically: 1) It was difficult to find enough original local content and monetize local news, but user comments helped engage local communities and drive traffic. 2) When a small town was hit by tornadoes, local residents posted over 200 comments about the disaster, showing how local issues can motivate local discussions. 3) Citizen journalism through comments has now led to daily activity in over 1,000 cities, with as many daily posts as there are local news articles in the system, helping address the lack of original local stories.

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    Attribution Non-Commercial (BY-NC)
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    dari 11

    Web 2.

    0
    The Local You Know,
    The Local You Don’t

    Rich Skrenta
    CEO & Co-Founder
    skrenta@topix.com
    Kicking and Screaming

    We Built an Aggregated News Site

    We didn’t set out to do “Local”

    Boring

    Hard to monetize

    51% of traffic, 10% of channels in 2004

    Nobody else had it


    Getting our Feet Wet in Local

    The Good News


    Geo-localizing can target the advertising as well

    Local content $6.00

    Local real estate $30.00

    Heck…
    Bay Area real estate $60.00

    And it should just keep growing

    Google has 500k advertisers 6M local businesses in the US


    Uh Oh

    The Bad News Not enough local content

    Original Local Stories

    1,440 Local daily papers X 6 8,640

    2,303 News radio stations X 3 6,909

    1,686 Television stations X 4 6,744

    Total number of local stories per day 22,293

    Number of populated ZIP codes in US 32,500


    Blogosphere ?

    We thought the blogosphere might fix this


    Blogs Breakdown
    Mainstream Media Breakdown

    Local 23% Local 12%


    Life 12%

    News 5%
    Life 5%
    Others 2%
    Health 3%
    Health 3% Politics 1%
    News 8% Religion 1%
    Science 2%

    Entertainment 8%
    Other 4%
    Entertainment 14%
    Sports 8%
    Politics 1%
    Cars 0%
    Religion 0%
    Science 1%

    Business 10% Cars 0%

    Tech 13%

    Sports 23% Business 16%


    World 9%

    Sigh.
    US 3%
    US 3% World 8%

    Tech 2%
    Negative Sum Game

    It’s Getting Worse


    Media Revenues (in millions)*
    Offline Online Online percentage
    Newspapers $40,400 $2,000 4.72%
    Radio Stations $15,203 $60 0.39%
    TV Stations $4,973 $283 5.38%

    Internet kills revenue for other media Craigslist costs the Bay
    Area's traditional newspapers
    $50-$65 million annually
    But doesn’t replace it

    Local information monopoly doesn’t translate online

    Monopoly profits simply disappear

    * Borrell Associates
    If You Want Something Done…

    Could we create it ourselves?


    Topix 2006
    5 Million Unique Visitors
    2.3 pageviews per visitor

    We added the ability to comment on stories


    Topix 2007
    10 Million Unique Visitors

    20 pageviews per commenter

    Most active areas in small communities


    Local Citizen Journalism

    What Worked?
    Tornadoes Strike Caruthersville, MO

    pop. 6,636
    200 posts
    Web 2.0, America. America, Web 2.0

    Caruthersville Forum Post Volume


    Police Chief Discussion

    Local issues drive local traffic


    Tornadoes Hit

    Teachers Sex Scandal


    Web 2.0 in Anytown USA

    This stuff works!

    Comments in 19,868 towns

    Daily activity in over 1,000 cities

    40k posts per day As many posts as local articles in system


    The Conversation is Local

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