http://searchengineland.com/hyperlocal-is-happening-16533
To be sure, concerns about lagging local advertising isn’t slowing mainstream news outlets from moving forward with a hyperlocal strategy. Early innovators such as the Journal-World (www2.ljworld.com) in Lawrence, Kansas, and the Rocky Mountain News in Denver (YourHub.com) have led the way for established media companies to see hyperlocalism as a way to win back readers and to target mom-and-pop advertisers who can’t afford to, or simply don’t want to, reach every household in a region.
Gannett, the nation’s largest newspaper chain, and the Chicago Tribune (Triblocal.com) have also entered the field. And just last month, the Dallas Morning News rolled out 61 community websites carrying content specifically geared toward each of those communities.
Newspapers aren’t the only ones looking to a hyperlocal approach to improve their product. Yellow Pages providers also are drilling deeper into communities and becoming even more localized and targeted.
The latest step forward comes as R.H. Donnelly launches its new DexKnows IYP platform. The site’s features take local search to the next level, allowing searches by neighborhood or by landmark.
Barbara K Iverson 