TNT: The state of hyperlocal online news in Philadelphia

Updated: 8/31/09 6:17 p.m., source title

Sarah Lockard should take more walks.

Earlier this summer, the Wayne native was on a long stroll when she decided she should contact Internet craft supply marketplace Etsy about working with AroundMainLine.com, the online magazine startup she launched last fall to cover the famed, ritzy swath of Philadelphia suburbs.

It was on another walk — one amid the crowds of last September spring’s blue-blooded Devon Horse Show — that the former B2B magazine sales executive decided the Main Line needed community coverage online.

Sarah Lockard

Both “epiphanies,” as Lockard called them, seem to have worked out just fine. AroundMainLine.com has partnered with Etsy to profile artisan goods from regional crafts-makers and, while she declined to disclose monthly revenue or funding, her online magazine features weekly content, has a Web designer on staff, photographers on call and a sidebar etched with advertising.

Lockard, 34, boasts that hers was the first for-profit online magazine in the Philadelphia region. But she won’t be the last.

The hyperlocal Web outfit — tied by geography, focused on a niche community and online-only — is meant to be a great wave of the future, seen by MSNBC’s recent purchase of crime and news aggregator EveryBlock, partnerships with online news startups and product launches like Outside.In and Patch.com.

Philadelphia has its first wave of adopters, but their sustainability is far less certain.

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Philadelphia Inquirer will launch a paid-content model for Web

5/31/09 – 10:38 a.m.: Updated.

The Philadelphia Inquirer will launch a paid-content model on its Web site before the end of the year, according to a commemorative online package that will appear Sunday.

Philadelphia’s paper of record will debut the special multimedia presentation on Philly.com to commemorate its 180th anniversary, which Technically Philly was given a preview of today.

See our sneak peek at the project here.

The presentation includes a news story attributing the mention of paid content to Brian Tierney, Philadelphia Media Holdings Publisher and Chief Executive. Further details about the plans were not provided.

Inquirer Executive Online Editor Chris Krewson could not confirm the time line or the decision, but said that Tierney has spoken publicly about the possibility.

“In the past three months it’s been pretty clear from Brian’s statements that there will be a move to paid content on the Internet,” Krewson said in a telephone interview with Technically Philly.

“It would not surprise me at all to see us do something with paid content by the end of the year.”
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