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Tying the Hyperlocal Knot

March 27, 2009
by Elizabeth Holmes
Reporter, The Wall Street Journal

Elizabeth Holmes

The Knot is launching 75 new localized sites in the hopes of reaching brides-to-be from Tampa to Tucson.

David Liu, CEO of the wedding Web site, said the idea is to provide the “ingredients” that people planning weddings seek out. Brides are best served by content available in their specific location, he said. Likewise, wedding vendors want to advertise in bridal outlets that target a region.

The new sites, which range from the Ozarks to Oahu, Orange County to Orlando, are catalogued under weddings.com. The local sites bring the total number of niche Web sites under the Knot umbrella to 85. Mr. Liu says the company plans to have more than 200 such sites by the end of the year.

Hyperlocal content is increasingly popular with media outlets, especially among news organizations. The New York Times (NYT) recently launched a pair of sites called “The Local” to cover communities in Brooklyn and New Jersey. Patch, a startup Web company backed by new AOL (TWX) CEO Tim Armstrong, covers community news in a handful of neighborhoods in New Jersey. Topix aggregates content by zip code.

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