1. Hitting them where they live The Emergence of Local Online Steven Berlin Johnson Chris Tolles Chairman, Outside.in CEO, Topix

2. “90% of consumer purchases are made within 20 miles of a person’s home or office.” Source: Live Technology Holdings, Kelsey Group (2008) We Spend Locally

3. Internet-Influenced Sales $1.2T by 2012 Source: Forrester Research (2008)

4. Local Online Ad Forecasts Borrell Associates: $12.6B in 2008 Jupiter: $8.9B in 2012 Veronis Shuler Stevenson: $19.2B in 2011 eMarketer: $7.8 billion in 2011 Note: Definitions of local segment vary (classifieds, search, display, video) It’s a very big market

5. The Geo-Web 6,000 placebloggers in outside.in database Roughly 100K who write about location occasionally

6. Geo-tags are to the Geo- Web what links were to the original Web.

7. You can disagree about what information means, as long as you agree about where it is.

8. The State of Geo-Tagging More than 5% of Flickr photos now geo- tagged 70% of Twitter messages come with basic location data; <1% geo-coded precisely 3% of hyperlocal posts tracked by outside.in come with structured geo- data

9. GeoToolkit

11. This is an ad.

12. A different approach (We needed it now) We had 30,000 ZIP code level news pages We could geotag news content semantically There weren’t enough stories to fill the pages We gave people the platform to roll their own

13. Uh Oh The Problem: Not enough local content 1,440 Local daily papers 2,303 News radio stations 1,686 Television stations X6 3 4 X X 8,640 6,909 6,744 22,293 Number of populated ZIP codes in US Total number of local stories per day 32,500 Original Local Stories Insight:Local News is not (yet) a search problem

14. This stuff works outside of the big markets 1city/somerset-ky68,244 2city/glasgow-ky62,495 3city/paragould-ar55,389 4topstories/topstories52,427 5city/london-ky41,281 6city/barbourville-ky35,047 7city/corbin-ky34,558 8city/paris-tx31,238 Local Hits in a Defined MSA = 58.6% Local Hits Outside of a Defined MSA = 41.3% Commenting in 20,000 cities and towns every month Rank Node Name Daily Pageviews

15. Creating local voice on the web

16. The punchline Market for local advertising BIG Growing 4X-6X in next four years $8 Billion - $12B market by 2012 People buy stuff in person where they live Geo-Web emerging to connect content to location Geo-tagged content in place, in volume, today Big opportunity for advertisers, publishers, people Everybody (online) lives somewhere