• by David Goetzl  @dgoetzl, April 12, 2011

As stations look to turn their Web sites into challengers to local newspapers, NBC's Chicago station is debuting a business blog on its site aimed at the little guy, a natural in a city that birthed Groupon.

"Inc. Well" aims to inspire entrepreneurs and small-business owners with novel ideas, while offering advice and maybe even success stories. Eight of Chicago's most celebrated entrepreneurs will be a focus, including Groupon's Andrew Mason and former White House official Desiree Rogers, now at Johnson Publishing.

It will also include reports from two NBC5 on-air reporters.

The blog will appear on NBCChicago.com, the Web site of the NBCUniversal owned-and-operated station in the Windy City. The site has three other blogs, the political "Ward Room" and one each for the local NFL and NHL teams.

"We are constantly looking to create unique content on our Web site." stated Frank Whittaker, station manager and vice president for news.

Chicago is a competitive news town. Crain's runs ChicagoBusiness.com and ESPN has a local Web site covering sports, while there are also two daily papers with a Web presence.

"Inc. Well" will be spearheaded by Carlise Newman, a finance writer with more than 15 years experience in Chicago, who has covered small business technology and real estate, among other areas. David Wolinsky ran the Onion's A.V. Club until 2010 and has written for Wired.

Among the eight Chicago business leaders participating, besides Mason and Rogers, will be restaurateur Rick Bayless and Bettina Richards of Thrill Jockey Records.