Blending Local Verticals
Peter Krasilovsky in his Local Onliner notes a fundamental shift in local focus within the Gannett newspaper chain, reported by Wired magazine:
“The original prototype, CincyMOMs, from The Cincinatti Enquirer, brought in $386,000 in its first six months and gets 40,000 page views a day. Half of the CincyMOMS advertisers are new to the paper….Wired also notes that Gannett’s 110 papers are being reorganized by interest group. Instead of being seen as single, top-down metro paper, The Enquirer is now envisioned as 270 niche publications, including its suburban papers, neighborhoods WebSites and regional magazines.
“Reorganized by interest group…270 niches”? I can only say: Bingo. Good for Gannett. Now lets see if the corresponding blended revenue streams can fund a robust news operation.