For the past few years, there's been a lot of rising hype about hyperlocal publishing.
As print media revenues decline, corporations and individuals alike scramble to make anything resembling profits in an otherwise dying industry. As they do, more and more have switched their business models to focus on, at least on the surface, going "hyperlocal."
I won't go into the details of what qualifies as hyperlocal, or the ways in which entities are reaching into the hyperlocal well. You can visit Wikipedia's entry as a starting point to learn more.
So, what is the secret to hyperlocal publishing? There is none.
That's right. There is no secret to hyperlocal publishing. If you use your blog to post about events, local personalities, or issues affecting your town, you're already a hyperlocal publisher. That is all there is to publishing hyperlocal content.
As long as your content is focused on your locality and is meant to serve the residents of your area of the world, you are a hyperlocal publisher. Save your money; don't buy the guides. You're already a hyperlocal publisher!
Showing posts with label hyperlocal. Show all posts
Showing posts with label hyperlocal. Show all posts
21 September 2010
03 February 2010
Hyperlocal Hero — Maya Seligman
If you primarily listen to commercial radio stations, you're not likely tapping into a hyperlocal broadcast.
Public Radio has long provided quality shows that feature local figures, issues and entertainment. Still, the majority of programming heard on most Public Radio stations originate from distant locations.
Not exactly "pirate" radio, a few small stations continue to eek out enough funding and garner enough volunteers to bring exceptionally hyperlocal programming.
KSKQ-LP in Ashland, Oregon, is just such a station. Their tagline is: "Ashland, Oregon's Low-Powered Community Radio"
KSKQ's primary mission is to empower "community and strengthens local culture through inclusive programming by providing a forum for artistic expression and social issues."
Maya Seligman Empowers Her Listeners
One community member took up KSKQ's rallying cry and turned it up a notch. Throughout the week and during her show, DJ Maya Seligman invites her listeners to suggest the following week's theme.
Her themes have ranged from the color red to the word "you" to international cities. She primarily uses her page on KSKQ's site (http://www.kskq.org/maya/) and her Facebook page to communicate with her listeners and to take their suggestions.
Her show exemplifies how hyperlocalism works and how much more engaging hyperlocal coverage can be.
Her show, actually all programs on KSKQ, are funded solely by generous donations. Making profits is not the primary goal of this station or the DJs who volunteer their time.
KSKQ and Maya are creating hyperlocal content the right way, in an engaging manner that keeps listeners returning week after week.
Here's to my hyperlocal hero of the week - Maya Seligman!
To listen in to Maya's past and future broadcasts, visit http://www.kskq.org/maya/ New shows air from 2:00-3:00 PM (PST) every Friday.
If you live close enough, you can listen in during broadcast on 94.9 FM. Everyone, no matter where you may live, can listen in at http://www.kskq.org.
See also: "Variations on a theme"
Public Radio has long provided quality shows that feature local figures, issues and entertainment. Still, the majority of programming heard on most Public Radio stations originate from distant locations.
Not exactly "pirate" radio, a few small stations continue to eek out enough funding and garner enough volunteers to bring exceptionally hyperlocal programming.
KSKQ-LP in Ashland, Oregon, is just such a station. Their tagline is: "Ashland, Oregon's Low-Powered Community Radio"
KSKQ's primary mission is to empower "community and strengthens local culture through inclusive programming by providing a forum for artistic expression and social issues."
Maya Seligman Empowers Her Listeners
One community member took up KSKQ's rallying cry and turned it up a notch. Throughout the week and during her show, DJ Maya Seligman invites her listeners to suggest the following week's theme.
Her themes have ranged from the color red to the word "you" to international cities. She primarily uses her page on KSKQ's site (http://www.kskq.org/maya/) and her Facebook page to communicate with her listeners and to take their suggestions.
Her show exemplifies how hyperlocalism works and how much more engaging hyperlocal coverage can be.
Her show, actually all programs on KSKQ, are funded solely by generous donations. Making profits is not the primary goal of this station or the DJs who volunteer their time.
KSKQ and Maya are creating hyperlocal content the right way, in an engaging manner that keeps listeners returning week after week.
Here's to my hyperlocal hero of the week - Maya Seligman!
To listen in to Maya's past and future broadcasts, visit http://www.kskq.org/maya/ New shows air from 2:00-3:00 PM (PST) every Friday.
If you live close enough, you can listen in during broadcast on 94.9 FM. Everyone, no matter where you may live, can listen in at http://www.kskq.org.
See also: "Variations on a theme"
02 February 2010
What Is Ashland's Favorite Hyperlocal Paper?
A few years back, I helped launch a hyperlocal publication. I left the venture due to some dramatic differences of opinion and refusal to take any further abuse from my supposed partner. Those days are long behind me, but I continue to stay apprised of the hyperlocal movement.
The concept of hyperlocalism thrills me to no end, and I'm surprised that more people have not jumped on the hyperlocal bandwagon.
What does "hyperlocal" mean?
Put simply, hyperlocal refers to an extremely narrow regional focus. Most often, hyperlocal refers to news coverage. It is the answer to the all-too-often broad and non-regional news coverage common to most "News at 11:00" broadcasts.
About the most hyperlocal you can get is your home. I posit that a yearly family newsletter sent to friends and family around the holidays presents the most hyperlocal of all news coverage.
More notably, though, is the creation of publications - in print and online - that focus coverage only on a specific region. Some exceptions might include stories about a local's travels abroad, like a hometown soldier fighting in the Middle East or a doctor who has traveled to Haiti to offer humanitarian aid.
The exploitation of "hyperlocal"
A few (e)books and a rising number of professional blogs relating to hyperlocal publications have hit the market over the past couple years. I have one overriding problem with most of what the self-appointed hyperlocal gurus have presented.
In an attempt to exploit a blossoming sector of content distribution and new media, the "experts" have subjugated the editorial aspect as the dead-last concern when launching a hyperlocal publication.
Many of the hyperlocal gurus see the rising interest in hyperlocalism as a way to make their fortune. The primary mission for these individuals is not to revolutionize and democratize mainstream media. Their mission is not really to provide the news that the other outfits ignore in favor of national and international coverage.
Their primary mission is to create and produce a publication that will generate money, lots and lots of money. Content is almost always secondary, if not tertiary or beyond.
That said, not all hyperlocal publishers are out to exploit hyperlocalism for their own financial gain. In Ashland, however, money is the primary goal of the hyperlocal publishers.
Ad rags do not constitute a hyperlocal publication.
When I helped launch the aforementioned hyperlocal publication, my "partner" and I wanted to provide a voice to the stories that were being neglected... or so I thought. It soon became apparent that my "partner" had a more greedy motive.
As the months passed, each issue grew to have a greater and greater ad:content ratio. By the time I declared an end to my collaboration, the ratio had ballooned to 70:30. This was a top complaint of ours about our top competitor. That competitor never claimed to be a hyperlocal paper, but that's essentially what they were.
I tried to express to my "partner" the importance of maintaining no greater than a 55:45 ratio. But, he said we had to pay the bills so I went with it until I could handle no more.
There were many other issues involved that led to my departure, but that's not the focus of this particular article.
Hyperlocal publications must provide hyperlocal coverage.
Getting back to the definition, hyperlocal news should provide an alternative to mainstream media, which routinely ignores small stories taking placing in local regions. Hyperlocal news should focus on the people around you, the people you see all the time. Hyperlocal readers want content!
Growing ever disappointed with the direction the publication I helped start has headed, I decided to hit the streets. I wanted to validate my feelings and to verify that I wasn't the only one who felt the way I did. What I discovered was intriguing...
The Survey
I spent a little time writing up a brief survey and stood in front of Shop-N-Kart and Albertson's until I had gathered 20 unique responses. Here's what I asked and the responses I received:
1. Are you familiar with the term "hyperlocal"?
Perhaps the most damning sentiment that I received from respondents was when I asked them where they were most likely to look for local news. Other than "online," it was a tie between the Ashland Daily Tidings and Medford Mail Tribune. Only two people cited Sneak Preview as a good place to read commentary about one big issue facing the community and not one person cited LocalsGuide as a source for local news.
What makes those responses so damning? The editors of both Sneak Preview and LocalsGuide consistently attack the mainstream papers (Tidings and Mail Tribune) as not providing the type of coverage people want.
I need to point out that most of the people who cited the Tidings and Mail Tribune were not actually satisfied with the coverage those papers provide. "But," as one respondent said, "It's as good as it gets for this little town."
A Message for All Aspiring Hyperlocal Publishers
Readers want hyperlocal, relevant, and engaging content. They can see right through any attempts to cram ads down their throats. If you can't maintain a maximum of 50:50 ad:content ratio, don't even consider starting a hyperlocal publication or consider scaling back your ambitions.
To gain loyal and eager readers, you must give them what they want - great content!
The concept of hyperlocalism thrills me to no end, and I'm surprised that more people have not jumped on the hyperlocal bandwagon.
What does "hyperlocal" mean?
Put simply, hyperlocal refers to an extremely narrow regional focus. Most often, hyperlocal refers to news coverage. It is the answer to the all-too-often broad and non-regional news coverage common to most "News at 11:00" broadcasts.
About the most hyperlocal you can get is your home. I posit that a yearly family newsletter sent to friends and family around the holidays presents the most hyperlocal of all news coverage.
More notably, though, is the creation of publications - in print and online - that focus coverage only on a specific region. Some exceptions might include stories about a local's travels abroad, like a hometown soldier fighting in the Middle East or a doctor who has traveled to Haiti to offer humanitarian aid.
The exploitation of "hyperlocal"
A few (e)books and a rising number of professional blogs relating to hyperlocal publications have hit the market over the past couple years. I have one overriding problem with most of what the self-appointed hyperlocal gurus have presented.
In an attempt to exploit a blossoming sector of content distribution and new media, the "experts" have subjugated the editorial aspect as the dead-last concern when launching a hyperlocal publication.
Many of the hyperlocal gurus see the rising interest in hyperlocalism as a way to make their fortune. The primary mission for these individuals is not to revolutionize and democratize mainstream media. Their mission is not really to provide the news that the other outfits ignore in favor of national and international coverage.
Their primary mission is to create and produce a publication that will generate money, lots and lots of money. Content is almost always secondary, if not tertiary or beyond.
That said, not all hyperlocal publishers are out to exploit hyperlocalism for their own financial gain. In Ashland, however, money is the primary goal of the hyperlocal publishers.
Ad rags do not constitute a hyperlocal publication.
When I helped launch the aforementioned hyperlocal publication, my "partner" and I wanted to provide a voice to the stories that were being neglected... or so I thought. It soon became apparent that my "partner" had a more greedy motive.
As the months passed, each issue grew to have a greater and greater ad:content ratio. By the time I declared an end to my collaboration, the ratio had ballooned to 70:30. This was a top complaint of ours about our top competitor. That competitor never claimed to be a hyperlocal paper, but that's essentially what they were.
I tried to express to my "partner" the importance of maintaining no greater than a 55:45 ratio. But, he said we had to pay the bills so I went with it until I could handle no more.
There were many other issues involved that led to my departure, but that's not the focus of this particular article.
Hyperlocal publications must provide hyperlocal coverage.
Getting back to the definition, hyperlocal news should provide an alternative to mainstream media, which routinely ignores small stories taking placing in local regions. Hyperlocal news should focus on the people around you, the people you see all the time. Hyperlocal readers want content!
Growing ever disappointed with the direction the publication I helped start has headed, I decided to hit the streets. I wanted to validate my feelings and to verify that I wasn't the only one who felt the way I did. What I discovered was intriguing...
The Survey
I spent a little time writing up a brief survey and stood in front of Shop-N-Kart and Albertson's until I had gathered 20 unique responses. Here's what I asked and the responses I received:
1. Are you familiar with the term "hyperlocal"?
- 38 out of 40 had no idea.
- 1 gave an incorrect answer.
- 1 gave an answer that was close enough to count.
- I provided a definition to each person.
- 9 cited the "Ashland Daily Tidings"
- 7 cited the "Medford Mail Tribune"
- 6 cited "Rogue Valley Parenting"
- 4 cited "Sneak Preview"
- 3 cited "LocalsGuide"
- 2 cited "Sentient Times"
- 9 cited "none" or "other"
- 18 cited the "Ashland Daily Tidings" or the "Medford Mail Tribune"
- 6 cited "Sneak Preview"
- 2 cited "LocalsGuide"
- 14 cited "none" or "other"
- 4. Which do you like better: "Sneak Preview" or "LocalsGuide"?
- 7 cited "Sneak Preview" (5 at Shop-N-Kart and 2 at Albertson's)
- 6 cited "LocalsGuide" (3 at Shop-N-Kart and 3 at Albertson's)
- 27 cited "neither"
- 11 cited "long enough to scan the articles"
- 5 cited "until the next one arrives"
- 18 cited "it goes straight into recycling/trash"
- 6 cited not receiving either in the mail.
- 7 cited neutral feelings
- 3 cited monthly anticipation for their arrival
- 17 cited they wish they could opt out of receiving them each month
- 7 cited outrage over the monthly deliveries as tantamount to junk mail and/or (as one respondent put it) "an abysmal and irresponsible misuse of natural resources."
- LocalsGuide has a terrific look, much better than Sneak Preview.
- LocalsGuide can be a lot more fun and "whimsical," but has lost some of its joy over the past few months.
- Locals Guide seems to one-sided in the articles it prints. (One respondent said, "The stories are also so stereotypical of what people see as the 'Ashland' type. It's too foo-foo.")
- Sneak Preview has always felt like one giant advertorial.
- Sneak Preview has gotten better at presenting the top issues facing our community.
- Sneak Preview seems to be one-sided in the views and commentary it presents. (One respondent said, "They are way too conservative for a town like Ashland.")
Perhaps the most damning sentiment that I received from respondents was when I asked them where they were most likely to look for local news. Other than "online," it was a tie between the Ashland Daily Tidings and Medford Mail Tribune. Only two people cited Sneak Preview as a good place to read commentary about one big issue facing the community and not one person cited LocalsGuide as a source for local news.
What makes those responses so damning? The editors of both Sneak Preview and LocalsGuide consistently attack the mainstream papers (Tidings and Mail Tribune) as not providing the type of coverage people want.
I need to point out that most of the people who cited the Tidings and Mail Tribune were not actually satisfied with the coverage those papers provide. "But," as one respondent said, "It's as good as it gets for this little town."
A Message for All Aspiring Hyperlocal Publishers
Readers want hyperlocal, relevant, and engaging content. They can see right through any attempts to cram ads down their throats. If you can't maintain a maximum of 50:50 ad:content ratio, don't even consider starting a hyperlocal publication or consider scaling back your ambitions.
To gain loyal and eager readers, you must give them what they want - great content!
02 April 2007
HyperLocalism
HyperLocal is Local redefined for our Internet-based age.
HyperLocal is perhaps more complicated to define than it is to experience. In fact, you're experiencing a moment of HyperLocalism right now.
I've written these words in my hamlet of Ashland, Oregon, and there you are reading my words in Singapore. You didn't have to buy the book; you just landed on my blog and read away. But that's not necessarily what makes a blog HyperLocal; it's the ability to comment. When once you had to snail mail a letter to an author, or even try to contact them via phone, you can now provide the author with feedback immediately via the comments feature.
So, what is HyperLocal? Think of it as “local” redefined.
Dictionaries always use the word “proximity” to define “locality.” Over the last half of the 20th Century, we noted a major shift in locality, as many places we now consider “local” once required significant travel time to reach.
Think of people living in large cities. At one time, those cities were actually lots of different towns and people referred to working out of town. Nowadays, people don’t tend to make the same reference. Now, they refer to how long it takes them to drive to work. It hearkens more to the idea of accessibility than proximity.
Back to the idea of “HyperLocal”; this term, as thus defined, refers to the way that the Internet has created a new form of locality. In the click of a mouse, we can now access those living on the other side of the planet.
The technical word for a web site address is “URL,” Universal Resource Locator. That URL helps us access, and thereby focus our attention, on a particular aspect of this planet previously restricted by “proximity.” With HyperLocalism, proximity fades out and accessibility takes over.
Here are some examples of HyperLocalism:
HyperLocal is perhaps more complicated to define than it is to experience. In fact, you're experiencing a moment of HyperLocalism right now.
I've written these words in my hamlet of Ashland, Oregon, and there you are reading my words in Singapore. You didn't have to buy the book; you just landed on my blog and read away. But that's not necessarily what makes a blog HyperLocal; it's the ability to comment. When once you had to snail mail a letter to an author, or even try to contact them via phone, you can now provide the author with feedback immediately via the comments feature.
So, what is HyperLocal? Think of it as “local” redefined.
Dictionaries always use the word “proximity” to define “locality.” Over the last half of the 20th Century, we noted a major shift in locality, as many places we now consider “local” once required significant travel time to reach.
Think of people living in large cities. At one time, those cities were actually lots of different towns and people referred to working out of town. Nowadays, people don’t tend to make the same reference. Now, they refer to how long it takes them to drive to work. It hearkens more to the idea of accessibility than proximity.
Back to the idea of “HyperLocal”; this term, as thus defined, refers to the way that the Internet has created a new form of locality. In the click of a mouse, we can now access those living on the other side of the planet.
The technical word for a web site address is “URL,” Universal Resource Locator. That URL helps us access, and thereby focus our attention, on a particular aspect of this planet previously restricted by “proximity.” With HyperLocalism, proximity fades out and accessibility takes over.
Here are some examples of HyperLocalism:
- Emailing friends/family—We are no longer subject to long distance charges, the hassle of having to write things out by hand, or having to decide which photos to send to which person.
- Social Networking Sites—Sites like MySpace, Hi5, Second Life, and LocalsGuide have created a space in which communities can form regardless of their proximity from one another.
- Information Databases—Sites featuring knowledge bases, no matter how "inaccessibly" the information is presented, allow us to access knowledge previously restricted by proximity to the center that houses it.
- Webrings—Similar to Social Networking Sites, webrings act like a tie to join together like sites, creating communities that could not have otherwise existed without the simple technology used to create these communities.
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