Hyperlocal

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The term hyperlocal can be used as a noun in isolation or as a modifier of some other term (e.g. news). When used in isolation it refers to the emergent ecology of data (including textual content), aggregators, publication mechanism and user interactions and behaviours which centre on a resident of a location and the business of being a resident.

Contents

[edit] Hyperlocal Content

Hyperlocal content, often referred to as hyperlocal news, is characterized by three major elements. Firstly, it refers to entities and events that are located within a well defined, community scale area. Secondly, it is intended primarily for consumption by residents of that area. Thirdly, it is created by a resident of the location (but this last point is discussed because for example a photo can be hyperlocal but not locally produced).

This type of content should be contrasted with local news which tends to be less geographically constrained.

There are other types of data which have local or hyperlocal relevance, or be of interest to residents - e.g. a government statistic on crime rates in your neighbourhood. Such data, while relevant to residents are of a qualititively different type.


[edit] History of term 'hyperlocal'

1991 used in reference to local television news content.[1]

[edit] Corporate Penetration of Hyperlocal Markets

For large corporate enterprises, niche audiences are often the domain of small businesses. As corporate structures optimize their efforts through standardization, tapping into hyperlocal markets is often challenging and not cost effective. However, with the growth of niche communities, corporations are accelerating their efforts to penetrate local markets.[2]

Targeting local markets involves either shedding or leveraging corporate identity:

Shedding corporate identity -- Starbucks' 15th Avenue Coffee & Tea cafe is not branded with its corporate owner. By shedding the corporate identity, Starbucks is able to cater to the local culture through various events and unique offerings.[3] Coffee tastings from experts and open mic night are examples of programs the national coffee chain can offer without having it associated with the Starbucks brand.

Leveraging corporate identity -- The NY Times is tapping into the hyperlocal market online, through "mentor" programs. Essentially, the NY Times wants have a hand in the editorial process of hundreds of local media outlets. By polishing online news content with their expertise, they seek to gain small portions of advertising revenue from those digital publications with whom they own a stake.

[edit] Media Structure

While there are various ways in which hyperlocal content is being created and published, blogs have become a key part of the hyperlocal ecology. There basic roles evident in the space include individual blogs, blog networks and aggregators.

[edit] Hyperlocal Blogs

Australian hyperlocal sites

Australian NON-COMMERCIAL hyperlocal aggregators

United Kingdom hyperlcal sites

United States hyperlocal sites

[edit] Hyperlocal Blog Networks


Some others initiatives are made for this purpose in the USA by the company Marchex, and in FRANCE by the network ProXiti. They are developing networks of thousands hyperlocal news sites like www.10282.net (Manhattan 212) or www.75016.info (paris 16eme arrondissement).

[edit] See also

[edit] References

  1. ^ Paul Farhi, "Taking Local Coverage to the Limit: 24-Hour Cable News," Washington Post, March 11th, 1991
  2. ^ Going Local: The Search for the Corporate Niche
  3. ^ Gilbert, Sarah (2009-07-29). "Not Starbucks: Inside 15th Avenue Coffee & Tea". dailyfinance.com. http://www.dailyfinance.com/2009/07/27/not-starbucks-inside-15th-avenue-coffee-and-tea/?icid=webmail. Retrieved 2009-09-15. 
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