We're generally classified among the "hyperlocal" media initiatives that have entered the marketplace in the last few years. And, apparently the big boys are starting to catch on to that concept.
The term hyperlocal, referring to deep local neighborhood and niche coverage, has bothered me for some time. Since we've launched, it's occurred to me that there is nothing wrong with the term, per se -- but it isn't a term that well describes Pegasus News.
My problem with hyperlocal is that I don't believe in it (and never really have) as a scalable business proposition. There are two inherent problems with hyperlocal: One is that, by nature, it creates such a micro market that there is only a limited number of advertisers and people for them to reach. The bigger problem is that it doesn't account for the fact that I have at least as much in common with fans of alt-country music who live on the other side of town as I do with my next door neighbor.
Another way of looking at this is that there are a limited number of people who are interested enough in neighborhood goings-on to pick up an extra publication or make and check an extra bookmark. (And for any coastal residents reading this, not many folks in middle America know from RSS yet-- sorry.) But we believe that if we give you that neighborhood info alongside your Cowboys score (ugh!) and your best entertainment options (which may well be on the other side of town, and are likely not the same options that are best for your opera-loving neighbor), that hyperlocal information can have impact.
So, for those who must classify things that are still in gestation, I'd call us "panlocal." We're delivering information that is too niche to make the pages of The Daily Paper or the thirty minutes of your nightly newscast and too broad to make your neighborhood blog. (And a ghetto-ized blog or print giveaway doesn't make you panlocal. It means you have two businesses doing dramatically different things.)
In theory, panlocal should be a big business. We'll be doing our damnedest to prove that in practice in the New Year.
Update: Like most other concepts I come up with that I think are original and brilliant at the time, the "panlocal" concept was originated by my wife, April, and rattled around my brain until I took it as my own. Seems it took roughly a year.
And FWIW, I just bought all useful permutations of the panlocal domain...
Comments
freejoe76 Anonymous
Hyperlocal? It's focused on one filter, and any filter by itself is limited. But folk use the term and it's a useful base to start from. Make a big glossary for a new niche and the unfamiliar start to gloss over it all... I see no reason why hyperlocal can't incorporate location and the things you share with others in and near your location.
Not to rain on your parade or nothing, I'm just sayin'...
2 years, 4 months ago ( Link to this comment | Suggest removal )
Post a comment