The new favorite-------America's most glamorous local site inventory

Guide: To identify the region of the audience, must use IP? Really。 Some popular local sites, has been "in advance" for advertisers to carry out the region, and even gender and age orientation. Eliminates the cumbersome target audience screening links, advertisers can do their best to study the creative advertising. For these typical "spectator" (Gawker) sites-------A mixture of popular culture and gossip. The most effective way of advertising communication is Word-of-mouth. Word-of-mouth advertising sometimes looks more like a user's private language, the appendix of this article has such an ad case for you to study. Can imagine, if your product can withstand the public "saliva" baptism, then it will rely on people's "gossip" horizontal Sihai. Of course, for these highly oriented sites. Of course, with other advertising weapons, such as bulletin board, mass mail and so on. Is it easy? Very simple, and more importantly, very effective. This is the charm of the local website.

If one of your media activities needs to be geographically oriented, you may want to consider changing your mind and not sticking to IP orientation. Local site orientation is also a good idea. Targeting potential customers based on local sites avoids IP redirection errors due to different server locations. It can also send information to local customers who crave information, products and other benefits in a timely manner.

Certain industries are inherently required to provide specific urban content, such as real estate, entertainment and even catering (including restaurant reviews). Local media sites have some of the most frequently selected content. Information from local newspapers, radio stations and television stations is always indispensable. Portals such as "local Yahoo" and "City Search" provide information that newspapers, televisions and radio stations cannot provide. "City Search", for example, provides guidance and commentary on the best local restaurants, nightclubs, shops, services and marketing events in cities across the United States.

In the past few years, some small site publishers have also begun to take steps to tailor content to the requirements of the city market. Some sites are dedicated to providing specific city-related content from the outset, either automatically generated by the user or made one-way broadcasts after professional editing. As a result, there are a large number of sites or site divisions that cater to the needs of large cities. Advertisers can use the content dependencies of these sites to filter out the target population. These target groups can be:

1. City Moms:

Maternity ads for "City Baby website"

The City Baby website (Urbanbaby), founded in 1999, is a Web site that provides local guidance to prospective parents or new parents in big cities. Its best-known product is the Community bulletin board, which includes other categories of interest, such as machinery, games, health, care, and shops. It also provides a daily newsletter to showcase the product highlights or hot topics for young parents. It provides services to seven major cities in the United States. The seven major cities include Austin, Boston, Chicago, Seattle, New York, San Francisco, and Los Angeles. In the future, it will also enter 19 cities, including the international cities such as London. Each city that the site faces has its own site division, which consists of tips, product reviews, community information, and so on. Users can also easily see the special release of large cities and raise baby Information bulletin board. The site was bought by CNET last year. CNET's purchase of the city's baby net also wants to expand its life area.

Some advertisers may have seen the power of the purse. The book, written by journalist Fara Warner, clearly describes how companies should better communicate with women consumers. Women are considered to be the most important consumers. Companies can contact through products and brands, but also through the market information to contact. Advertisers who have read the book should be able to recognise that the audience of the city's baby sites is undoubtedly an urbanized, recognizable, and attractive audience. Publishers of the city's baby website believe they can attract local advertisers. Advertisers can include financial services merchants, beverage merchants, food traders, car dealers, household goods providers and so on. You can get intimate contact with women by helping families make decisions about their purchases. The site is in an updated design. In the future will increase the promotion of information bulletin boards and news mail efforts.

2. Fashion City crowd

"Apartment Treatment" website designed for 1907 lighting ads

Urban life is synonymous with high-density living, and urban consumers in such a state of survival may need a site like "Apartment Therapy" (Apartment therapy). "Apartment Treatment" includes 5 local blogs. The site is automatically generated by users. The main content is to design, decorate and improve their home. is a mix of news, stores, product reviews, classified ads of the intensive community site. Users can use the media to publish blogs in New York, Los Angeles, San Francisco and Chicago, while also detailing their kitchens and parenting rooms (another way of approaching the wisdom of urban parents). The site is full of reports of trends in design and decoration, and sometimes answers to some of the allotted pictures (where can I find a cushion with this bench?) Since its inception in April 2004, the site has increased its traffic by 20% a month. And every reader will read a lot. By March 2006, the site had attracted 40,000 unique daily users. 4 million page views per day.

Although the tone of these blogs is arbitrary, the content may be very profound, and the products discussed are mostly high-end consumer goods. Coincides with the site's aim to attract rich, educated audiences. Unlike some blogs, put a banner ad on the right or left side of a column. The site's ads spread throughout the article, users can get a more complete feeling (text link is also feasible).

The site's daily readers are home owners, landlords, industry insiders, and even journalists are here to find material. Readers are sensitive to fashion, mostly energetic upper-class people, and are ideally advertised for furniture, lighting, tools, home appliances and design advertisers. The New York Times said the site was an inadvertent addiction, and is now considered a site comparable to the New York Post, Daily News, Washington Parcel, and Time magazine. Its types of advertising include text links, text ads, pictures, content sponsorship. The station side may assist the advertisement advocate to carry on the advertisement originality.

3. Travelers of the big cities

City map and feature scenery pictures on Gridskipper

City travel guide Site Gridskipper, has the people expect in the "spectator" (Gawker) media all the characteristics. It is a mixture of popular culture and gossip. Full of different positions and heated debates. As a travel guide for international cities such as Los Angeles, Berlin and Paris, it attracts advertisers like the "Travel Channel" (Discovery). "Travel Channel" that the site and its own pioneer travel series "Anthony: No Reservations" perfect fit. "Anthony: No Reservations" covers food and travel information in different cultures around the world.

In addition to sightseeing and hotel tips and other information. Gridskipper also covers art and catering information. Has been hailed as the best tourist site, its status as the financial field of Forbes magazine and Time magazine. Site users are young (73% of visitors aged 18-34 years) male (66%). The monthly visit was 190,000. This is a small, flat debut of the tourist site, a considerable amount.

Urbanization editors, content unique, with the help of Information bulletin boards and blogs to condense a sense of community. These sites are a great city audience locator for media planners and buyers. You should realize that local sites are no longer just news and weather forecasts, they are as vibrant as the cities they represent. (Special compilation: Shi Ying)

Appendix: Lighting advertisement on Apartment therapy site

It's unbelievable! These Fortuny series lamps, designed by Mariano Fortuny, are now more than 100 years old.

The price ranges from 800 dollars to 4000 dollars.

Fortuny Series Floor Lamp

Fortuny Series Chandeliers

Fortuny Series of Lamps

Comment One: These lights look gorgeous, but they seem more suitable for an empty attic. That floor lamp should be worth 3800 dollars.

Comment Two: Is there any link I can take to buy these lights?

Comment Three: These lamps are as beautiful as dreams.

Comment IV: They look beautiful and modern.

Comment Five: New York Lee's lighting design room, provide floor lamp.

Comment VI: I like the first floor lamp, very suitable for large studio or attic, as for the price, it is you used in small space to promote the status of luxury.

(Original: July 12, 2007; compiling: Shi Ying)