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
Programmatic Is Changing The Media Landscape: TubeMogul’s Reid

COLOGNE — So-called “programmatic” technologies for automating, planning, targeting and executing online advertising buys have revolutionised the online display ad sector – now they are making in-roads in to video. “Programmatic is changing the media landscape,” according ...

Customer Experience Comes Before Ad Monetization For Belgium’s Proximus

COLOGNE — Many operators out there are busy launching initiatives to super-target digital TV viewers. But, when you’re a telco with paying subscribers, you’d better be sure you don’t do anything that annoys your paying customers, says a Belgian quad-play provider. “As a telco, ...

Belgium’s Medialaan Gears Up For Dynamic Ad Insertion

COLOGNE — Medialaan, the commercial media operator serving the Flemish-speaking Flanders region of Belgium, began making full shows available online last year. Now it is gearing up to better-monetize its full-show assets with online advertising. “It’s been better than we expected,” ...

Biggest Ad Challenge Is ‘Invalid Traffic’: comScore’s Trigg

COLOGNE — As an acronym, it doesn’t seem to make any sense. But “IVT” (that’s “invalid traffic”) is now the new industry jargon for what had been called “non-human traffic”, the scourge of online ads being triggered to defraud advertisers using fake ...

Sky Aims To Capitalize On German Online Soccer Demand: Meininger

COLOGNE — Soccer is big in Germany – and that means soccer is watched a lot, not just on traditional TV but also on new online TV services. That’s what the satellite and telco operator Sky Deutschland is discovering in its multi-platform online viewing service brand, Sky Go. “If you ...

Gabe Greenberg, GABBCON
Greenberg’s GABBCON Aims To Demystify Programmatic TV

COLOGNE — This summer, Gabe Greenberg left his post as general manager of advanced and programmatic television at The Trade Desk to launch a conference about programmatic TV advertising. Dubbed GABBCON (the Global Audience Based Buying Conference), the new LA-based enterprise is more than an ...

Bill Wise, Mediaocean 1
comScore + Retrak Merger “Nice,” But Won’t Replace Nielsen, Mediaocean’s Bill...

The news last week about the acquisition of Rentrak by comScore has been hailed by some as the emergence of a new competitor to Nielsen in the TV ratings space.  For Bill Wise, CEO of  TV media buying platform Mediacean, competition is a good thing, and while the newly combined forces will keep Nielsen ...

Virool is Using Facial Recognition for Ad Targeting

Virool, the video adtech platform that provides publishers with a means to monetize video advertising outside of the traditional video player and into the content stream, is analyzing the facial expressions of consumers to measure reactions to specific video ads, explains CEO Alex Debelov, in this ...

Netherlands Leads Europe For Programmatic Video: IHS Study

COLOGNE — When it comes to technology adoption, conventional wisdom goes that the UK, France and Germany – in that order – tend to take on new practices ahead of the continent’s pack. But that belief has been up-ended by an IHS research report which shows another country leads the ...

The Growth of Addressable Television will Be Powered by Media Agencies, GroupM’s Gotlieb

Addressable TV, the sending of TV ads to specific cable or satellite boxes, is developing but its growth is limited by supply.   MSO’s including AT&T DirecTV, Cablevision and others offer only two-minutes per hour. But that is going to change. It will be driven by media agencies who will buy ...

Mike McAvoy, The Onion
Native Advertising Powering Profitability for The Onion…along with Donald Trump

COLOGNE –  Native or custom advertising units, is powering profitability for the Chicago-based satirical publisher The Onion, says CEO Mike McAvoy, in this interview with Beet.TV at DMEXCO last month. Big marketers including Ford are on board  with custom campaigns.  The business of display does ...

Armel Bursaux, SMG
Starcom MediaVest is Powering Clients with Expanding DMP Solution

COLOGNE –  Putting the power of data management into the hands of its clients, is the primary genesis of the Publicis’ DMP offering, explains Armel Bursaux, Data and Analytics Director of Starcom MediaVest, in this interview with Beet.TV last month at DMEXCO. SMG parent Publicis announced its ...