ShopLocal has partnered with news aggregator Topix.net to offer dynamic banner ads that are targeted by ZIP. The program services national advertisers trying to drive consumers into their local stores. An example dynamic skyscraper ad (for Walgreens) is visible on this page.
ShopLocal provides the ad content and Topix provides the geotargeted online distribution through its local news pages, which have performed very well for the site. Topix also has local classifieds, which are currently free to sellers. (Here’s a previous post on the classifieds offering.)
Both Topix and ShopLocal are owned by newspapers. And while perhaps a model for newspaper sites, the deal is not a newspaper initiative.
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