Google, Others Hope to Tap Hyperlocal News

Hyper-local news sites, which some say are information sources covering a single city, part of a town or just a neighborhood, have not been the foundation for an entire business, or much of a business, so far. To the extent that an advertising and promotion market exists, it has been lead by direct mail, outdoor media and other ad channels such as flyers delivered by hand to homes. But most of the business has been too expensive for a truly neighborhood-based business to use.

Some ad channels work for local, and by extension for very-local businesses. Retailers and other very-local businesses have used the Yellow Pages, of course, but even where zoned editions are available, there is "wastage," from the standpoint of a neighborhood business.

But Google's new move to allow users to create zipcode-sized mobile news areas could be a breakthrough, allowing advertisers to reach a mobile and fixed access audience that is self-selected down to the level of a zip code.

Can Anyone Actually Tap the $100 Billion Potential of Hyperlocal News? | Fast Company