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The Lowdown
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Oct. 14, 2008 Post
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Here's the The
Lowdown from DNJournal.com! Updated
daily to fill you in on the latest buzz going
around the domain name industry!
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Compiled
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(DN Journal Editor/Publisher) |
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Some
big city geodomain owners are about to get some
competition from a formidable opponent - NBC-TV.
According to an article
by Brian Steinberg in Advertising Age
yesterday, NBC, in a noticeable break with tradition, said
the websites operated by the network's local |
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stations would be reborn as
broad based local portals. In the past those sites
existed solely to promote the local TV station the site
was affiliated with.
According to a statement from
NBC Local Media, the new sites will still offer
information from local TV stations, but will expand
upon it by using sources including print, online
publications and bloggers to go after a community
"that wants to know more about their local
cities." As a result, the websites will no longer
include station call letters, but focus instead on
particular cities. New York's WNBC, for example,
currently WNBC.com, will become NBCNewYork.com.
Likewise, WVIT in Hartford, Connecticut,
currently located at NBC30.com, will become NBCConnecticut.com. |
Chicago
is the first city to get one of NBC's
new local portal sites - NBCChicago.com |
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The first new
site in the revamped NBC line up went live yesterday in Chicago
where WMAQ's site for channel 5 re-appeared
as NBCChicago.com.
In addition to competing with the local newspapers for
advertisers, NBCChicago.com will have to go up against Josh
Metnick's prime geodomain site at Chicago.com.
In his article, Steinberg
wrote, "In years past, abandoning station
identification would have sparked wide-eyed stares of
disbelief. Online, however, media outlets are often secondary
to the information they provide. A consumer seeking
information on how to buy tickets at Madison Square
Garden or a Chicago eatery will gladly look at
the first link that Google or Yahoo provide
in a regular search. NBC's maneuver reflects the
realization that holding on to legacy practices can be a
detriment as technology reshapes the way in which
consumers find out about news and entertainment."
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NBC believes its move will
position the local sites to grab a bigger share of local
online ad revenue. Of course the network's new domain
names, like NBCNewYork.com, do not have the inherent
traffic generating power of a pure generic like
NewYork.com - but the local TV stations already have
all of the pieces in place to produce killer content that
will help offset some of that handicap.
On the other hand, as
prominent geodomain owner David Castello (Castello
Cities Internet Network) pointed out to me, by
incorporating the local city .com domain into their NBC
domain name (i.e., Chicago.com being part of the
NBCChicago.com string), NBC's promotional efforts,
especially on the radio, will likely drive additional
traffic to the generic city .com as a certain percentage
of people will only pick up on the city name and .com when
the phrase is spoken.
(Posted
Oct.
14,
2008) |
David
Castello
Castello Cities Internet Network |
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