Presentation given at Cardiff Centre for Community Journalism (Sept 2015) by Tom Kihl of London Belongs To Me Ltd. Publishers of Nesta award-winning cultural guide Kentishtowner, alongside a growing family of other geo-specific titles, LBTM have built an Innovate UK-funded platform/toolkit for use by other publishers looking to grow sustainable readership communities around high quality editorial.

1. Profitable hyperlocal.
Possible?
Tom Kihl

2. The blogger’s dilemma
 SUCCESS
 INCREASING RESOURCES
 ? REVENUES ?
+ =

3. • Sunday supplement
rather than front
page
• Positive cultural
focus
• Social media friendly

4. • Affluent London
postcode
• Explosion of small
business
• New sense of
neighbourhood
• Move to mobile

6. • Perils of advertising
Advertising dilemma

7. Print edition

9. NETWORK
bigger
audience
but…
revenues
still small

10. NETWORK
Is there any
value
in a highly
targeted
audience?
bigger
audience
but…
revenues
still small

11. YES
…

12. Two types of hit
Local
sensation
Viral
smash

13. CONTENT
TECH
UGC

14. Hyperlocal Toolkit
Our network as a platform for community journalism

15. Solve setup & running issues
 Wordpress & hosting
 Plugins & design
 Advertising platform

16. Capitalise on niche audience
 Social media single sign-on
 Network analytics
 Membership scheme

17. Meaningful revenue potential
 Cautious use of
programmatic
 Aggregate/share top content
 Native marketplace

18. Thanks.
@kihlmedia
Interested?
tom@kentishtowner.co.uk