Lowdown on Loudoun: Hyper-Local For Upper Crusts
- by July 17, 2007
Caroline Little, WPNI CEO and publisher, said that other DC communities for potential future hyper-local sites have yet to be determined, but that Loudoun was "a good place to start," since "it's a county with a real local identity" and "very fast-growing."
Indeed. According to Wikipedia, Loudoun has been the fastest-growing county in the U.S.--increasing 58% in population from 2000 to 2006, to about 269,000 people. It is also the wealthiest county in the country, as of 2005, with a median income topping $98,000. And it's been one of only three local communities to merit two special "hyper-local" Washington Post print sections each week. (For those keeping score as to where the WPNI may next go hyper-local, the other twice-weekly print sections target Southern Maryland and Prince William County, VA; six other Maryland and Virginia communities get regional editions once a week).
One of the print paper's long-time advertisers, DC-area retailer Long Windows, has come on board as the launch sponsor for LoudounExtra.com. The window replacement company has "bought out most of the site for several months," noted Little.
Other advertising opportunities are also available.
Henry Tam, general manager of the site and also director of product development for WPNI, said that six advertisers have already signed on for a Loudoun Deals database, which will populate a 'Deal of the Day' section on the site.
"The 'Deal of the Day' will launch in late August when the database has reached critical mass," Tam said.
In addition, Tam noted, 10 advertisers have come on board for small business sponsorship ads. These will be positioned throughout the site's content and will launch in two weeks, he said.
Little said two dedicated salespeople will be hired to work with Tam.
WPNI will know how well LoudonExtra is faring within six to 12 months, Little said, with the site's success to be judged by how well consumers are engaged. "As we build that audience and engagement, and become a useful resource, the advertisers will follow."
As part of its launch sponsorship, Long Windows will be included in WPNI marketing materials. The outreach started through promotion in the two weekly print inserts, and is scheduled to expand in 2008 to also include local transportation advertising and events.
On the editorial side, the site launched with a full array of news stories and listing databases, with user-generated content expected to pick up in a couple of weeks.
