Hyper-Local Journalism

Topix is a localized news aggregator that sells advertising and is actively seeking volunteers in every town to serve as volunteer reporters and editors. The company rebuilt and rebranded its internet search engine concept to refocus on the local. Topix combines local bloggers with thousands of traditional news stories and public relations press releases and generates news based on the zip code of the user. Think Rivals with AP stories and town meeting coverage.
Now, here’s the catch: who are the investors in Topix? Gannett, McClatchy and Tribune corporations, to the tune of a $15 million financial commitment last fall. The leadership group – filled with former Google executives – sank $1 million alone in the purchase of the topix.com domain.
And how do I know this stuff about Topix? From an industry blogger at ZDNet.com, but most important, from the blog of the company director, Rich Skrenta, who’s latest post is famously titled: “What do you do when your success . . . sucks?”
Skrenta has latched onto ultra-local news based on his belief that we are craving for wanting
to know what’s going on in the neighborhood, not just the town -- thus the zip code base for your topix.com page. The first topix launch (leading to the aforementioned commentary)
put too much faith in the ability to aggregate what was already available. They quickly discovered that more correspondents and editors were needed -- thus the volunteers. This transitions from a “read only” newspaper into something more interesting in Skrenta’s opinion.
People know to not blindly trust online ‘like they did the newspaper 20 years ago,” Skrenta recently said. There is a desire for more commentary and more detail. One result: Gannett papers linking directly to Topix pages.
So the question is -- how long until your zip-coded Topix page has a sports editor? Not very darn long. Remember, there are three things that drive the internet: PSP -- Politics, Sports and Porn.