6 Tools Local Publishers Can Use to Build Business Directories

Pretty much every hyperlocal publisher out there is on the lookout for new ways to generate revenue. In addition to employing in-house sales teams and using ad networks to fill unsold inventory, publications can increase revenue by integrating business directories into their existing sites. Directories give publishers a way to target local advertisers with a low-cost, self-serve alternative to traditional banners and display ads. Just as importantly, they provide instant value to readers interested in learning more about the merchants in their hometowns.


Here are six tools that publishers can use to build custom business directories into their existing publication websites.

1. Broadstreet: Monetize community sites with a WordPress plugin.
Broadstreet, an advertising technology firm aimed squarely at hyperlocal publishers, offers a WordPress plug-in to create portable business directories. Publishers can use Broadstreet’s tools to automatically fill in business details and photos (based on publicly available data) or manually add listings information on their own. The plug-in gives merchants the ability to update their own listings and post daily specials to the directory via text message or Twitter. Broadstreet’s plug-in is free to use. The company offers premium features, like automated importing, for $25 a month.

2. Local Corporation: Use a white-label platform to connect with local merchants.
Local Corporation offers a white-label business-directory platform that publishers can use to generate revenue, increase site traffic, and connect with local merchants in their area. Publisher integration can take place in as brief a time as one day. Publishers have the option of offering enhanced listings to clients for an additional fee, allowing advertisers to create profile pages with coupons, videos, photos, and links to their social media sites. Local Corporation charges its publishing partners based on an RPM model, with no licensing fees and no upfront costs.

Read more: http://streetfightmag.com/2013/01/08/6-tools-local-publishers-can-use-to-build-business-directories/