Local Gets Hyper! NBC and Huffington Post to Launch New York Sites This Summer

By on 05/21/2009 12:03 PM @daisywhitney

NEW YORK  — NBC’s local media division plans to launch its local broadcast Web sites this summer, including one in New York.

Separately, we have learned that the Huffington Post is expanding its local strategy.  Having established its first local site in Chicago, its New York site will launch in June.

NBC rolled out new sites for its 10-owned stations starting last fall and now will give all those sites an additional face lift in the coming months to add social media features, improve Web distribution and make them more community-focused.

The New York NBC site is up, but is still in beta.

For its New York effort, NBC is teaming with New York magazine and other content partners.

Since the initial site revamp in the fall, NBC has more than tripled the traffic to its locally owned sites, said Brian Buchwald, senior VP of local integrated media at NBC.

“With our Web brand, which we call locals only, it’s about micro-targeting a select group we call ‘social capitalists,’” Buchwald explained. That audience likes to dine out, be involved in their city and consume media, primarily online, he said.

To sustain its hyper local strategy of “city Web sites,” NBC relies on its stations, content from partners like Politico and a freelance network of 60 writers and video journalists.  

Logo_nbc_new_york The media company is focusing its ad efforts for the sites on brand marketers. Buchwald said by managing the sites internally rather than relying on a third party, NBC has reduced the cost to manage the sites by 20% to 40%.

The new approach is a necessity give the overall contraction in the TV station business, with the Web being the one bright spot. Local media research firm Borrell Associates said TV stations generated $1 billion in ad revenue on their Web sites last year. That number should rise to $1.3 billion this year, representing a 26% jump.

“You have to fish where the fish are and to reach a younger audience and people engaged in their cities to have a web site that reaches them makes good business sense,” Buchwald said.

NBC Local is Gearing Up with New Staffers

NBC has been hiring staff and local editors from the Associated Press Washington Post, Miami Herald and Valleywag, according to Gregory Gittrich, editor-in-chief of the new network.  He is also in this video interview. Gregg came to NBC from The Daily News where he was Deputy Managing Editor.

More on the Local Media Trend

Read this report by David Kaplan at paidContent.

Daisy Whitney, Senior Producer

You can find my posts for Beet.TV up on the Huffington Post.

Recent Videos
image
Yahoo’s Big Data is Now “Lit Up” on Brightroll

LAS VEGAS –  Following its acquisition by Yahoo late last year, programmatic video adtech company Brightroll is now using data from Yahoo’s one billion global users, says Brent Horowitz, VP of Business Development at Brightroll, in this interview with Beet.TV. He says that the merger has also ...

image
Programmatic TV Yields More Targeted Ad Outcomes, AOL’s Ackerman

As programmatic buying starts to take root in TV, industry players are finding benefits both in efficiency in the buy as well as in the outcome, says Dan Ackerman, Senior VP of ONE by AOL, in an interview with Beet.TV about the future of TV advertising. “We are seeing the benefits for programmatic on ...

image
TV Ad Firm Sees Growth in Addressable Buying, Invision’s Marshall

Addressable delivery of ads is on the rise by early adopters in recent years, says Steve Marshall, CEO of multi-platform advertising sales software firm Invision, in an interview with Beet.TV. Many MVPDs are moving aggressively to sell their inventory on an addressable basis, he says. “We are focused ...

image
Marketers Want Better Cross-Screen Attribution, Havas’ Keller

One of the biggest goals for marketers today lies in achieving better attribution across screens, says Melissa Keller, EVP, Channel Investments at Havas Media, in an interview with Beet.TV about the future of TV advertising. “As a media agency, our goal is to guide them through the right media mix and ...

image
“TV Everywhere” is Key Weapon for Cable Nets vs. OTT Players

LAS VEGAS – Faced with an onslaught of successful offerings from the likes of Netflix, the cable network industry is pushing back by embracing “TV Everywhere,” explains Will Richmond, editor & publisher of VideoNuze in this interview with Beet.TV He paraphrases the on-stage comments by ...

image
Presidential Hopefuls Are Turning To Programmatic TV Ads: YuMe’s McLernon

If you think it is too soon for so-called “programmatic” advertising buying techniques to jump from the web to mainstream television, consider this – the future president of the United States may already be buying TV ads this way. That is according to video ad tech firm YuMe. Its ...

image
comScore to Release Cross-Screen Video Measurement – Linear TV Measurement Next

LAS VEGAS –  Earlier this year, comScore announced plans to measure video impact across desktop, mobile, tablet and OTT with a product called Video Metrix Multi-Platform.  It will soon be launched.  Next up will be a product to measure how linear television interacts with digital, says Joan ...

image
Intel’s “Thunderbolt” Powers Big Video Workflow Across Devices, Fast

LAS VEGAS – File transfer of large video files between various production and storage devices are moving at 20 GigaBits per second via Thunderbolt 2, a technology platform created by Intel. At the NAB show, Intel demonstrated the technology which it says is 20 times faster that FireWire.  First ...

image
AOL Sees an “Open” Ecosystem in the TV Ad World

It won’t happen for a few years, but eventually television advertising buying and selling will take place, in a connected, “open” marketplace,  says Dan Ackerman, SVP of ONE by AOL: TV the newly formed adtech platform at AOL Inc. This interoperability for TV, pervasive in digital video, ...

image
Akamai Taps Adobe for Monetization of IP-Delivered Video Advertising

LAS VEGAS – As high quality,  IP-delivered video has exploded globally, advertisers have taken notice of the opportunity — . and big tech vendors and content programmers are increasingly focused on delivering advertising into millions of concurrent screens, explains John Bishop, CTO for Media ...

image
“Be Ever The Student,” MediaLink President Wenda Harris Millard Urges

Be a sponge. Don’t ever stop learning. That’s the key advice to new entrants in the ad business from industry veteran Wendy Harris Millard, president and COO of media consultancy MediaLink. “Be ever the student. Don’t ever stop understanding the broader context you are working in. ...

image
What’s Next with Premiere Pro: Adobe’s Al Mooney Talks “Project Candy”

LAS VEGAS – At the NAB Show, Adobe announced a number of new enhancements along with future plans for its popular video editing program Premiere Pro. At the show, we spoke with Al Mooney who heads the video editing product team.  We spoke  about the evolution of the software from what was ...

loader