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KSTP.com’s hyper-local sites: 177K page views in first month

A couple of months back, I wrote about KSTP.com‘s “local, local” websites — the city-level (or neighborhoods-level in bigger cities) newsfeeds designed to rope new readers and new advertisers into the TV station’s web maw.

The 93 micro-sites, mostly in the Twin Cities, debuted April 8. Here are the numbers through April 30, courtesy of KSTP director of creative services Paul Gaulke:

177,843 page views
94,097 total visits
58,456 unique visitors

Not that we’re the traffic gold standard, but for context, that’s about 20-25 percent of MinnPost’s numbers.

KSTP’s local content is still pretty skinny — I would’ve slotted most of the “local” news in my home “Minneapolis Southwest — Calhoun” section in briefs back in my days editing the Southwest Journal.

There’s exactly one “conversation” (which also is the only entry under “rants and raves” and “classifieds”), but then again, the business directory is decently populated. No idea what kind of dough those sponsors produce, but as the folks over at WCCO’s “The Wire” will tell you, it’s helpful to have an advertiser when you’re experimenting. The platform does give the KSTP salesforce a new reason to call certain advertisers.

As I wrote when the site debuted, I’m skeptical these really will lure a critical mass of local readers, assuming there’s enough hyper-local news junkies to ignite the social-networking aspects. Still, it’s early, so stay tuned.

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Comments (3)

  1. Submitted by Tim McNeill on 05/24/2010 - 10:35 am.

    I like what they are doing. However, the information is on the lean side. The Wire is slow to load, hard to navigate, and the information seems worthless to me. WCCO really needs to re-vamp the wire into something with more meat and less cheering for their own news product and talent. I like what KSTP is trying to do. They seem to be onto something with the local angle. It would be great if they had local sports scores and had more local government stories too.

  2. Submitted by Sheldon Mains on 05/24/2010 - 12:14 pm.

    Much of this traffic is likely from articles. If you click on an article that is about or set in a specific neighborhood (e.g. “University”) you go to that neighborhood page.

  3. Submitted by Dan Gustafson on 05/25/2010 - 09:02 am.

    You can’t fake community involvement with a 5 sentence story about something that happens in a specific location.

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