"Panlocal" "Hyperlocal" Pegasus Defines It for Us

Greg Sterling's Screenwerks pointed me to Pegasus News Mike Orren's piece on Online Journalism Review. Mike hits it on the head here:

"Local retailers, many of whom may not even have websites, are a huge class of business that is not flocking to pay-per-click ad services. And while that presents a huge opportunity, it means the hard work of picking up phones, knocking on doors and feet on the street – just like with traditional local media. However, once you get them on board, local advertisers are amazed at the precision, flexibility and business intelligence provided by online advertising. Restaurants used to paying a flat fee for ad space in a weekly are shocked that their bill is lower if you deliver fewer pageviews. Stores are aghast that you can change their sale ads every day..."

Pegasus News