The Local Web

Here is the latest in my on-going series of essays, TV News in a Postmodern World. This paper examines two important assumptions about doing local business on the web — that the evolution of the local web is very much about the evolution of local advertising, and that the local web functions, in some important ways, very differently than the global web. Opportunities within the local web depend on our ability to define and nurture it, and that is wide open at this point.

If the real growth in online advertising is trending towards local (it is), then local media companies should be at the forefront in actively pursuing and enabling this, instead of sitting back and waiting for it to come to us.

I promise you, this is the goal of the internet pure plays who are pursuing local advertising with vigor.

The Local Web

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