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Keysey Group Research: News They Like, Not the Newspaper

Posted: November 5, 2005

I’m a fan of Greg Sterlin’s blog, and he has some comments about their latest focus group which was conducted about what local websites people enjoy.

One thing that was interesting . . . Of the “favorite Web sites” identified, the majority of them had in one way or another to do with news or local (sites like SFGate and Craigslist). These people liked and read the news, just not in the newspaper—although they read newspapers when they were around. They just didn’t buy them or subscribe.

…

What’s the ideal local Web site? “A Google for local that would have everything local in it . . . kind of like Craigslist,” said one woman who was working on a home remodel. While Google Local, specifically, never came up “Local.Yahoo.com” was mentioned a few times.

The news that keeps coming out, IYPs are dead.
IYPs are reinventing themselves.
IYPs will be successful as they’ve been in business for 100+ years.

No matter the viewpoint, they have a lot of cash. They have a lot of sales people. They will play some part in reaching local businesses who wish to advertise online.

Their place in the long run - “innovate or die” seems to be the consensus.
However, isn’t this true for all online destinations?

IYPs will play a part in bringing local businesses online. Some generations may not like them, other’s do enjoy the consolidated business information.

At present, they still bring buyers, conversions, and dollars to local businesses.
In my book, that’s the real bottom line.

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