ShopLocal hopes to score local search points for newspapers.
Three top newspaper publishers are behind ShopLocal, a new online bargain-hunting tool that aims to shore up local ad revenue as print classifieds falter.
ShopLocal is a searchable directory of local specials and sale items similar to those found in newspaper circulars. It was developed by CrossMedia Services, a company jointly owned by Gannett Co., Knight Ridder and Tribune Company.
The launch of ShopLocal consists of a national Web site along with numerous co-branded sites available through 140 newspapers owned by CrossMedia's investors. The offering uses keyword and zip code search to locate special offers from stores within a specified radius of a searcher's location.
ShopLocal is not made to help users turn up business listings or product information. Rather it presents a set of offers and sales that can be added to an online shopping list, which can then be printed and brought to the physical store where the offer is available. They are the same offers one will find folded into newspapers and direct marketing envelopes, merely transferred to the online medium.
"Retailers will reach -- and pay for -- only interested buyers," said CrossMedia CEO Brian Hand. "Since ShopLocal is based on the same materials retailers already use for sales circulars, catalogs, run-of-press ads and direct mail, we make it easy for them to take advantage of this audience."
ShopLocal is at least in part an attempt by the big newspaper companies to address the advanced local capabilities now being tested by the Internet's top search engines.
Google's local search platform went into beta testing in April 2004, and the company rolled out local ad targeting a few months after that. Yahoo and its Overture subsidiary delivered products of their own this summer. AskJeeves has also entered the space through a deal with Citysearch.
The rapid-fire offerings pose a threat to newspapers' traditional dominance when it comes to local ad dollars. Before this year, the Yellow Pages were considered to be newspapers' main competition for local ad budgets.
CrossMedia owners Gannett, Knight Ridder and the Tribune Company are partners in other joint ventures that involve online classifieds, such as CareerBuilder.com, Cars.com, and Apartments.com. CrossMedia's clients include Home Depot, Target, Staples, CVS and JC Penney.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT