• by David Goetzl  @dgoetzl, December 1, 2009

With newspapers suffering and cutting back coverage, ESPN isn't wasting much time in muscling into their turf. The company plans to have 20-plus Web sites targeting local communities up and running, according to its top executive.

Already three are online -- a trend spearheaded by ESPNChicago.com in the spring -- and two more are coming soon.

ESPNLosAngeles.com will join other sites in Boston and Dallas later this month. A New York one is coming. The sites cover local teams with news, commentary and video.

In addition to having the finances to hire a host of local reporters -- many from the fading newspapers -- ESPN also uses its national programming, such as "SportsCenter," to drive traffic to the sites.

Launching the sites takes relatively little investment, since no printing presses or delivery trucks are needed. Also, ESPN already has a wealth of video it can repurpose for the sites or easily create similar content. Plus, it can link with the local ESPN owned or affiliated radio stations for audio additions.

The aggressive expansion was noted by ESPN/ABC Sports president George Bodenheimer Tuesday at a limited-access Reuters media summit in New York.

"Over time, I expect [the sites] to be significant profit drivers for our company," Bodenheimer told the assembled, per Reuters. Advertisers have embraced the three sites that have launched with sales outpacing projections, he added.

Advertising apparently is sold locally in each market, perhaps in conjunction with the radio station. On Tuesday, the Boston site ran a banner at the top for an auto event sponsored by The Boston Globe, a competitor.