If you want to succeed as a local independent journalist, you have to create value for your advertisers, not just for your readers. Until you do that, you’ll never be able to generate the revenue you need to support your journalism habit.
One idea for creating that value for local businesses: set up a business directory for your community. This is a no-brainer. It creates value for businesses by increasing their visibility. It gives you a foothold toward establishing a relationship with every business in town. And it creates value for your readers, who will find information they’re looking for, all in one place.
If you use a platform like WordPress, you can find a plugin that makes it simple to add listings. Enter business names and contact information for free, and let them know you’ve done it. Promote the directory on your site. It will get your name in front of business owners, and they’ll will begin to recognize you as a leader in the local online space.
I’m about to experiment with a plugin called “Business Directory” for WordPress, and I’ll let you know how that experiment turns out.
