More Local, More Money

There are some areas of local coverage that have been suffering with the newspaper industry contraction, yet these topics ideally lend themselves to profitable, targeted advertising. Part of the trick to monetizing the web going forward will be creating what we'll call "drivers of commerce" -- content areas where readers are more likely to be interested in ads that answer the question "where can I find...?" For instance:

• Weddings (photographers, caterers, wedding venues, etc.)
• Editorial obituaries (funeral homes, life insurance, financial advisers, etc.)
• School events such as proms, graduations, plays (event photographers, dress/tux rental, limo companies, etc.)
• Restaurant reviews (restaurants)

Automotive (car dealerships) and real estate (homes for sale) sections are generally still alive and well. Local business (financial and business services) sections often, ironically enough, lack detailed coverage of actual local businesses, choosing to cede that to Business Journal-type publications. Some day, perhaps, newspapers will be back in a competitive mindset and will try to regain primacy this potentially lucrative coverage area.