Associated Northcliffe Digital launches network of hyperlocal websites

Associated Northcliffe Digital (AND), the digital consumer division of DMGT (Daily Mail General Trust) has today announced the pilot launch of its ‘Local People’ network.

This week the first phase has gone live with the launch of the initial twenty-three local community websites in the South-West of England. These cover areas with between 10,000 and 50,000 inhabitants that typically do not have a dedicated local online proposition today. The sites are designed to encourage the local community to interact with each other and report on what’s important in their specific neighbourhood. A further twenty plus sites are due to launch in the South-West of England throughout the summer of 2009.

The hyperlocal sites will allow people from local communities to write and publish their own stories and content relating to local issues and news. Unlike more traditional local websites, all content will be created by the people using the site.

Bideford, Falmouth and Clifton are among the websites launched during the first phase.

The sites will combine news writing with social networking as each user will be able to create a profile, link to other users and become a member of different interest groups. Users will also be able to interact with one another on what is happening in their community by creating discussion groups and commenting on other people’s posts.

The Local People network also offers local businesses the opportunity to market themselves to their customer base online using both targeted online display and business directory services – which offer users the ability to rate and review business, and owners the ability to claim and enhance their listings.

Roland Bryan, Strategy Director at Associated Northcliffe Digital, said: “Our Local People Network has been developed to allow people who are living or working in local communities to interact with each other. The sites will complement the existing network of local and regional media and for the first time will create a genuinely user generated approach to local content, giving local people an online forum to discuss and debate relevant issues with other locals, and shape opinion in their community.

“This strategy also gives us the opportunity to build relationships and targeted advertising products for the local SME market that is often poorly served by online media today.”

The Local People sites will have a Community Publisher, whose role is to oversee the site and contribute some content. Their primary role is to encourage other local people to get involved, write articles and upload content.

AND will use a variety of digital marketing tactics to drive usage of the Local People network, including targeted SEM, digital display advertising, as well as leveraging the considerable marketing resources across DMGT. The majority of the marketing will be at a very local level, specifically talking to those people who live within the Local People areas.

The sites can be found at: http://www.localpeople.co.uk
Follow Local People on Twitter: http://twitter.com/thelocalpeople

 
Associated Northcliffe Digital
AND is the digital consumer division of Daily Mail and General Trust (DMGT), operating the digital assets of Associated Newspapers Ltd. and Northcliffe Media, as well as key online classified sites such as Jobsite.co.uk, FindaProperty.com & Primelocation.com. Formed by the merger of Associated New Ventures, Associated New Media and Northcliffe Electronic Publishing in May 2006, AND has 150+ websites, with a monthly reach of 30% of the UK internet population.