Being hyperlocal was supposed to help big market papers that were struggling in the ad-important suburbs. That may be true, but execution of that strategy is critical to success.
According to the Wall St. Journal, “Big Daily’s ‘Hyperlocal’ Flop LoudounExtra.com Fails to Give Lift To Washington Post,” the Post blew its opportunity.
Some mistakes seem obvious — like posting breaking news about Loudoun County on washingtonpost.com, but not on the Loudoun County website. But that shows the importance of focusing on the details.