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:

Sacramento Local Online Ad Network (SLOAN)
Richmond Ad Network
Seattle Indie Advertising Network
TBD.com (blog network sales currently in hiatus)
Boston Blog Network

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 joe-at-joemichaud.com or post a comment here.

January 11, 2011 - Posted by joemichaud | Uncategorized

2 Comments »

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.
Cheers,
Bill

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

About Local Interactive Strategies

Local Interactive Strategies consultancy helps turn interactive media into a business – a challenge facing both legacy media companies and entrepreneurial startups.

Often local media companies are hobbled by:

Too many ideas
Not enough action
Too much unfocused action
Competing priorities
Lack of data about best practices
Organizational misalignment

Local news startups often face:

Limited resources
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The solutions for legacy media and startups are obviously quite different. In the case of existing media, the solutions often involve clarity of vision, organizational alignment, some training and coaching. For startups, it might take some basic training, business planning, network-building and product focus.

This blog is intended raise up those topics, share ideas and hopefully provoke some discussion — whether here or in your organization.

It’s written from the perspective of those in leadership positions in local media whether publishers, newspaper editors or startup solo journalists. The idea is to share information and ideas that are actionable right now, with not a lot of blue-skying.

Local Interactive Strategies LLC is headed by Joe Michaud (more about Joe) and is part of a network of experts in recruiting, design, technology, multimedia journalism, product development and sales training.

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