MyVillage, an Internet company targeting local communities and businesses, has unveiled more than 30 websites.
Building on established sites for Notting Hill, Chelsea and Kensington, the new additions include Mycamden.co.UK, Mytowerhamlets.co.UK, Mywestend.co.UK, Myfulham.co.UK and Myhampstead.co.UK. The Notting Hill-based company hopes to launch more than 60 London area sites before introducing the network to the rest of the UK.
The company hopes to attract marketers spending £3bn a year on regional press and local directories. MyVillage’s advertising and sponsorship partners include Ebay, Belgo, Click-a-job, From The Terraces and Find a Property.
The company has this week launched a series of websites aimed at TV soap fans. They include MyWalford.co.UK (Eastenders), MyWeatherfield.co.UK (Coronation Street), MyEmmerdale.co.UK (Emmerdale Farm) and MyManorPark.co.UK (Brookside).
MyVillage claims that banners account for just one tenth of its ad revenue. Founder Roified Brown says: “We use creative innovative editorial promotions that appear as our own sticky local content, except that they are paid for by the advertisers.
“We write about businesses, and encourage them to offer users discounts and concessions. It’s a fine line between editorial integrity and advertising promotion.
“Our features don’t make extravagant claims on behalf of the businesses, or say they are ‘the best’, but we do tell their story, give them a face, and make them a recognised part of the community.”