How Patch’s New Owners Can Reverse Its Fortunes
Posted: 1/27/2014 | By: Tom Grubisich | Street Fight
Patch doesn’t have to wind up in the “bone yard.” I believe the hyperlocal network recently unloaded by Aol can, within five years, be a seriously profitable venture.
It won’t happen through corporate legerdemain or gimmickry propped up with a slick PowerPoint. It will happen if the company’s new owners, Hale Global, go all out for engagement-worthy community journalism that’s responsibly budgeted. And it will happen if they adopt a revenue strategy that’s responsive to fast-evolving trends in ad spending — especially in how programmatic is embracing the scaled audience targeting that’s so suited to a big community-based network like Patch.