By: The Washington Post Company is launching a new experiment in hyperlocal journalism today, focused on Loudoun County.
The Post is unveiling the new Web site LoudounExtra.com. It will combine traditional reporting and photography with blogging, church schedules and restaurant menus. Part of the strategy is to provide searchable databases to attract new viewers.
Caroline Little, chief executive of Washingtonpost-Newsweek Interactive, says it will attract new local advertising dollars as the Post's newspaper circulation continues to decline.
If the project is successful, the Post plans to build similar sites for the rest of northern Virginia, Maryland and DC.
The Post will have plenty of competition in Loudoun. The county of 272,000 already has five weekly newspapers. One has already launched its own hyperlocal Web site.
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