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Online ‘hyperlocal’ model differs dramatically from traditional media approach

Mar 24, 2009 12:21 PM

             

Sarah Rotman Epps, Forrester Research analyst and author of “Is Hyperlocal hype, or Happening?” advises hyperlocal can be a viable endeavor, but traditional media properties like TV stations can’t transplant their existing business model into their hyperlocal online sites.

Earlier this year, Forrester Research released a report examining whether it makes sense for traditional media properties like TV stations and newspapers to drill deeply into their local communities and offer “hyperlocal” coverage online.

The report, “Is Hyperlocal hype, or Happening?” comes at time when traditional media companies are struggling mightily to transform their business models to stop advertising and audience erosion and return themselves to a sound economic footing. Many have looked to hyperlocal coverage on the Internet as the answer.

Sarah Rotman Epps, Forrester Research analyst and author of the report, advises that although this avenue is a worthwhile pursuit, TV stations and other traditional media companies may be best served by treating hyperlocal far differently than they do their core products.

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