This week in review: Facebook’s future and the open web, and finding balance on breaking news nie.mn/yrRbkW
SHARE
Nieman Journalism Lab
Nieman Journalism Lab
Pushing to the future of journalism — A project of the Nieman Foundation at Harvard

Time Warner makes a small bet on hyperlocal news sites in Patch

We’re starting to see some dollars flowing into online-only news startups.

Patch, operator of six local sites in New Jersey, was purchased last week by Time Warner. Forbes reported the purchase price to be about $10 million.

patchPatch has announced plans for three more sites, in Connecticut, and clearly it has its sights set on many more. In an unrelated transaction, Time Warner is also buying a Boston-based events-based site called Going.

Earlier this year, Dallas-Fort Worth local site Pegasus News sold to Gap Communications, reputedly for $1.5 million. (The seller was Fisher Communications, which had bought Pegasus in 2007.)

Just as we’re seeing signs here and there that the financial logjam that created this recession is beginning to loosen up, perhaps transactions of this kind are signs that smart money (or at least money that thinks it’s smart) is putting some value on local news and information.

In the scheme of things, $10 million is not a big valuation, even in this post-recessionary epoch we’re embarking upon. And, with its limited geographic footprint, Pegasus is a long way from proving the fabled “scalability” so desirable in world of Web startups.

To begin with, Patch will have to start generating some revenue from advertising, which is not visible on its sites at this point. In fact, the “advertise” link on Patch goes to a pretty rudimentary information page suggesting a choice between banner ads and “self-service” ads.

Potentially, there are synergies between Time Warner, which operates cable systems and sells local advertising on them in many communities that might be Patch targets. From its local cable experience, Time Warner knows that local ads, whether online or on cable, garner CPMs much higher than national network ads. Although Patch’s self-service ads don’t appear to be selling like hotcakes, they’re priced at $15 per 1,000 impressions. Banner ads at Patch are sold on a weekly basis in rotating slots for $40 to $80 a week. This probably translates into a CPM in the $10 ballpark. Either way, I think those are sustainable local rates, and they’re well above the sub-$1 rates prevalent for online network ads.

As well, Time Warner knows that these simple offerings are just scratching the surface of what’s out there. Combination packages with the local cable system and video ads can’t be far off.

Interestingly, one-half of Patch’s advisory board is journoblogger, professor and author Jeff Jarvis, who is also behind The Local, a New York Times hyperlocal experiment. The Local and Patch operate in several of the same markets, and nearby is hyperlocal pioneer Baristanet. Jarvis wrote in February that he was advising all of them to collaborate rather than compete, but you have to wonder whether collaboration is in the genes at Time Warner.

                                   
What to read next
twitter-bird-censor-cc
Mark Coddington    February 3, 2012
Plus: News Corp.’s growing scandal and Rupert Murdoch’s Twitter candor, the hazards of Facebook Subscribe, and the rest of the week’s must-reads.
  • http://www.wikicity.com Pat Lazure

    Hey there Martin, the Patch & Going acquisitions are fascinating, but I find it ironic that these “hyperlocal” sites are chasing markets most congested w/competing media. If they’re going hyperlocal, why not build solutions for the traditionally underserved, small towns? As discussed a couple of weeks ago, here’s a link to one of WikiCity’s “showcase” cities: http://www.wikicity.com/wiki/Wahoo%2C_Nebraska

    Of course your feedback is always welcome & I invite the same from your readers.

    Regards,

    Pat

  • Mark Sakalosky

    AOL bought Patch, not Time Warner. May sound picky since Time Warner owns AOL, but its not. Time Warner has offcially given up on AOL and is planning on spinning it off ASAP. They have finally recognized that there are no synergies to exploit, something that was obvious to the rest of the world around 2003. Also, Time Warner and Time Warner Cable are no longer affiliated in any way. Time Warner Cable became a public company in 2007 and Time Warner sold theior remaining financial stake in TWC in 2008.

    I see AOL’s acquisition of Patch as just another desperate move by AOL to buy something ‘hot’ (e.g. hyperlocal) in the hopes that the resulting glow will make people think AOL is ‘hot’ again. Don;t be fooled, Patch will die a slow death inside the walls of AOL.

  • http://toughloveforxerox.blogspot MichaelJ

    My two cents: The kernel is “Combination packages with the local cable system and video ads can’t be far off.”

    The mobile web is not far off in the States. The cable channels have all the video they need, and can get alot more if it started paying the bills.

    An advertising package for local business which does newspapers and cable ads in one package is a killer app, in my not so humble opinion.

  • http://www.pointlocal.com point local

    Great post. Nice acquisition. AOL seems to be positioning a little better than the other big players in the local search space. Only time will tell.