Serving Your Local Community

Bus crash, Chile

Localisation places publishers and blog networks in healthy positions for building online communities and hence for advertising opportunity. The determining success factor is the strength of the community, so the question is how well the blog caters for the community is serves. Regarding the recently launched Australian Gizmodo and Defamer blogs the answer is questionable. Phil Sim and Duncan Riley outlined some weaknesses when the sites launched and it appears the strategy hasn’t altered since – the content isn’t exclusively Australian, there doesn’t appear to be any horizontal integration within Australian markets and it all feels just a bit… replicated. It’s early days yet, but aligning closer with local target markets would be a good play.