AOL is putting to the test the old adage “all politics are local.” Although the field of potential Republican candidates for the 2012 presidential election is still very much a moving target, that’s not stopping Patch, the AOL-owned network of hyperlocal news sites, from setting itself up as the go-to source for local news coverage during soon-to-be-upon-us election season.
To that end, the company announced this week that it is launching 33 new community sites in the three states with early primaries: New Hampshire, Iowa and South Carolina. According to Warren Webster, president of Patch Media, the company hopes that the strategically located new sites will attract new users by offering complete coverage of local, regional and national election news and insight into what that news means to each community.
Webster said that because election coverage, even primary election coverage, is rarely reported at the micro-community level, the company hopes to attract traffic not only from local communities but also from out-of-state users interested in following primary results beyond their own local and state races.
This new direction comes on the heels of last month’s course correction that included a directive from Patch editor-in-chief Brian Farnham to recruit thousands of unpaid bloggers in order to beef up readership.
The twists and turns are not surprising for the company, given its precarious finances. Forbes has reported that AOL has invested more than $40 million in the network in the first quarter of 2011 and that Patch is expected to lose more than $100 million this year. The company has been investigating new revenue streams, and new ways of appealing to its advertisers Webster said, including Groupon-like coupon offers available on many of its sites. Webster refused to comment specifically on the company’s financial outlook.
“We are exceeding the goals we set for ourselves getting local, regional and national advertisers signed up,” he said.
With Roku leading the pack, study says 94% of households are reachable through CTV
Connected TV remains on the rise in programmatic advertising, fueled by the popularity of Roku, Samsung and Amazon devices.
Digital investors take time out as British Pound plummets
Don’t expect an M&A frenzy, despite Sterling’s historic low, as volatility cools investors’ appetites.
Member ExclusiveMedia Briefing: The pros, cons of three pricing models for publisher, sportbook content deals
Publishers and sportsbooks are looking for new payout models beyond the standard cost-per-acquisition structure, which is priced on average between $200-500 per new customer.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
The New York Times looks to gaming product to grow subscriptions
The Times' use of games as a subscriber funnel is part of a renewed focus on gaming sparked by the company's acquisition of Wordle in January.
Inside the NFL’s youth-focused social strategy
As part of the NFL Content Creator Network, the league is engaging with fans in new, innovative ways via gaming or just through creative social media activations.