Borrell Associates’ Local Online Advertising Conference began today in New York City with Buzzmachine's Jeff Jarvis discussing revenue opportunities for hyperlocal online media. Jarvis mentioned that sites need to focus beyond selling ads and posting news to offering services like optimizing advertisers’ web presence across search, directories, social media and the mobile web.
A representative from McClatchy discussed the publisher's experience in the hyperlocal space, noting that its hyperlocal sites have brought in $2.5 million in revenue. Marketing the hyperlocal sites to local communities was also discussed.
The Conference is going on today and tomorrow at the Grand Hyatt in Manhattan.