• ClickZ, Friday, May 2, 2008 10:45 AM

As urban newspapers, such as the Los Angeles Times and Seattle Times go increasingly online, they are banking on local content to drive ad dollars. Sure, national ad networks are the rage, but new online features designed to serve local audiences are generating needed revenue.

The Los Angeles Times, for instance, plans to use "local flavor" to grow online revenues to 20% of the paper's cash flow by 2011, per GM Rob Barrett, speaking at this week's Kelsey Group media conference in Seattle. What's local? Typical Southern California topics such as environmentalism, Hollywood, car culture and immigration, are central to his online-offline content redevelopment scheme.

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