Category Archives: hyper local

Customers (people) are funny

So we launched last week as the website for the Community Magazine Network and with our new found eye candy I began prospecting again. We have a database of 800 or so community magazine publishers, which is one of things that came from a year of research, and I’m working my way through based on those publishers that seem to have the best mix of alignment with our mission of building community and forward thinking enough to bring it into fruition. (If you’re a publisher and I haven’t called don’t be offended)

Dialing for dollars is always an interesting endeavor and you never know what you’re going to get but it’s pretty funny to see the range of responses to our value proposition… the sharing of best practices with other publishers amidst the changing media landscape, an audit that is not quite as robust as the big-boys but still extremely valuable (and cheap), and participation in an ad network that will attract large regional and national advertisers to these mags for the first time because we’re bringing them a bulk-buy based on their demographic and geographic objectives yada yada. The most common quip we get is related to attracting large advertisers. Yes, it is challenging and will take some time. No, we have not placed any ads yet (our network is just gaining steam). Yes, we have a plan to attract and service advertisers in a way that is novel and value adding.

On the other end of the spectrum, most publishers identify with the premise that the media landscape is quickly evolving and it’s impossible to stay on top of the latest trends and opportunities AND run your business in the process. But every now and then I talk with a publisher that ‘doesn’t need any help’. What’s most interesting is that it’s not the people who’ve been in the business for decades who are saying this while the newbies want to learn in fact we’ve found some of the most enthusiastic collaborators are those that started their magazine in the late ’70s or early ’80s.

Some of the response is probably due to sheer skepticism about anyone calling out of the blue with an offer but I suspect the other drivers of this behavior are self-doubt and/or fear. Self doubt in the sense that if they realize there’s one thing they don’t know then what else are they doing wrong and they don’t want to deal with that type of uncertainty. The fear is related to fear they’ll get found out. Most community magazine publishers are amazing people who treat their magazine as a mission and not just a source of income in the sense that they give a lot more to their community than they take but, unfortunately, this is not true of them all. For those, I believe, they’d rather stay solitary than come clean (perhaps even to themselves).

With the couple dozen calls I’ve made since our launch (most resulting in voicemails) and couple hundred I made to recruit the prelaunch members you see on the For Publishers page I’ve had the full spectrum of conversations. Fortunately, the majority are with people who I’d enjoy speaking with just to hear their stories.

Am I completely off-base? Why do you think people respond the way they do?

What community are you a part of?

I’m watching the British Open, which is played this year at the home of golf in St. Andrews, and as the camera pans the 18th green you can’t help but see that the still-small town lines the last few holes of the course. The course is hundreds of years old and the town is likely a good deal older, I’m sure a quick Google/Bing search would confirm it. With images like these you can easily how community evolved and why it’s been so important to people for millennium.

With the rise of regional, then national, and, ultimately, global telecommunications the potential size of a community grew. Nevertheless, prior to the rise of the consumer internet ‘community’ was still primarily defined by geography.

With the web, and now with social networks, the way we define community either publicly or within our own minds has shifted. Now we define the community we’re a part of conditionally: I’m part of the startup community, the MBA community, the Christian community, etc. Yet, amidst our expanded ability to participate in a variety of communities it seems that to a great extent we’ve lost our connection to ‘community’ in its purest sense – a community of neighbors. How often have you walked through your neighborhood and passed someone on the sidewalk without either of you saying a simple, “hello.”

Rather than being freed from physical definitions of community we’ve fled from them. But this epidemic isn’t ubiquitous rather it’s strongly correlated to technology adoption – or, more accurately, reliance. In my post about unplugging I was inspired and refreshed by a trip to my hometown. When visiting small towns like Placerville you come to realize that there is still a glimmer of community out there. But we may be approaching an dangerous inflection point.

For years leading tech companies have tried to do local online but have failed because, I feel, they tried to address the problem with technology. Local is to the web like quantum mechanics is to physics. Cause and effect aren’t always predictably connected and understanding one doesn’t mean you can even conceive of the other. Now we’re seeing a good deal of startup activity around ‘hyper local’ with some attempts still being technical in nature and others taking the new tact of working with people in their local communities. Our startup, aptly named Hyper Local Media, is part of the latter movement.

We’ve created the Community Magazine Network to work with the 1200 or so community magazines in the US in an effort to rebuild community throughout the US, you can read the detailed story on the About Us page of There are a slew of potential local collaborations but local magazines are unique in that they are small and scrappy as opposed to corporate, their publications feature incredible images that are relevant to readers, and, most importantly, they highlight people in the community that as a reader you know or at least know-of.

There are a lot of startups trying a lot of different things. My hope is that ‘local community’ will be elevated as a result of our collective efforts. After all, I think our national identity and disposition may depend on it.

How would things be different if you made the same contribution to your local community as you do with the others you consider yourself a part of?

Founding with a Full-Time Job

I was at Startup Day here in Seattle a few months back and Hillel Cooperman made the comment that if you’re thinking about starting a company and currently have a full time job, DON’T QUIT. That’s not to suggest that you shouldn’t start the company but why would you quit when you have an income from your day job and nights and weekends to work on your own project.

Starting a company in business school is pretty similar. It’s a great time to start something and very low risk, aside from the value of your time. In school you even have income, sort of, in the form of student loans.

There are obviously some concepts that require an all or nothing push from the start but most need a little time to get their bearings, working full time wouldn’t necessarily help accelerate that process. Besides, a startup is a labor of love and it’s easy to get myopic if you don’t have exposure to anything else.