Local Interactive Strategies

Exploring ad networks for local news blogs

I’m on a very cool project with the Chicago Community Trust to figure out whether (and if so, how) to create an ad network to support local online news outlets around Chicago.

I’ve been in touch with five local ad networks around the U.S., which have been extremely generous  in sharing their experiences. Each one has its own unique approach, which I find fascinating, since it means they’re each pioneering a model. They are:

One reason I’m posting that list is to find others, if there are any.  But check them out if you’re at all interested in independent news blogs. Each has some very interesting things going on.

And I’m really interested in talking with local news bloggers who are selling (or at least accepting) local advertising, and  how they’d want to work with a network of others in their area.

Shoot me an email at or post a comment here.


January 11, 2011 - Posted by | Uncategorized


  1. This looks like a great project, Joe. Have you encountered Cory Bergman’s work with his nextdoormedia in Seattle? His network is, I think, self-contained among the various neighborhood blogs he and his wife are overseeing, but perhaps helpful to what you’re doing.

    Comment by Bill Mitchell | January 14, 2011 | Reply

    • Yes, I interviewed a Seattle hyperlocal blogger who is a member of Nextdoor as well as the InstiAds network. My impression is Nextdoor is more of a content network than an ad network – Nextdoor has partnered with the King5/Times network for the ad aspect. For this project, the idea is to focus outside the “legacy media company reaches out to local blogs” trend – which is certainly interesting but doesn’t go to what CCT is exploring.

      Comment by joemichaud | January 15, 2011 | Reply

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