Gannett is among the many newspaper groups that are broadening their online strategies in search of more online visitors and therefore more advertising as readership and advertising of the print product continues to decline. A popular tack among papers is to go "hyperlocal" online, and Gannett is adding high school sports to its coverage. The company owns HighSchoolSports.net, and will distribute its stories into 100 separate sites that aim of attract people (and advertisers) in particular areas where Gannett owns community papers. The sites will stand alone but will also be linked to the community papers, given them more online material for readers and advertisers. Gannett hopes to reach about 9.4 million people with this hyperlocal play.
From: "Gannett Goes Hyperlocal WIth HighSchoolSports.Net," PaidContent.org, August 18, 2010.
Thursday, August 19, 2010
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