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I'm guessing they'll be able to spin this off as a separate entity and then execute their exit plan, making a few bucks.
08096.com is an example for the numerically challenged.
Zip code dot com even ranks for search of zip code:
Wonder how long the search engines will allow the competition to rise up in the ranks?
A critical consideration ~ that is both a quality of content issue for the publisher and SE as well as a competition question for the SE. Many believe that Google in particular will at some point stop the authoritative promotion of local based directional media competitors. Others feel that objective result-set display positioning is what enabled G to be who they are today - and to try to erase such foundation through nepotism based strategies would be mistake. In the case of G, I tend towards the later. In the case of Y, the former. Such has and will remain their differences.
With respect to the Marchex strategy. These guys are without question very smart, agile, and diversified. Take one look at the holdings and applications of Marchex to get a picture. One may question, however, whether such a strategy ultimately makes it difficult to do one or two things very well. The zip code thing will make money, no doubt - Marchex is a master of arbitrage and monetization, but what really is it? Does it have value to the public and se's? Or like its Enhance network - just another second rate ad serving and publishing strategy that is more opportunitistic than a well thought out strategy aimed at long-term shareholder value. Time will tell but I wouldn't suggest that moves like this will enable those describing Marchex to use new words like Integrity.
Has the look and feel of a scraper - nothing usable there. Most users looking for a zip code probably aren't looking for local search stuff anyway, but more likely looking for a correct zip for a given area, so I doubt type in traffic is all that valuable in this case.
I file this in the "throw enough mud against the wall and maybe something will stick" catagory.
Maybe they need Jake to provide the date feed. :)
This type of local search - "search by zip code" - has a nice viral or easy to market approach built into it.
Going to be lots and lots of players in this space.
My zip here in MI has been taken as has the next one over. There arent enough viable businesses in that zip to bother with I wouldn't think.
I didnt spend much time trying to wade through myzip.com's general list's multitude of categories to see if any local businesses have participated.
I get enough junk snail mail to keep me abreast of sales at local stores. Why would I spend way too many minutes doing all that digging?
But, I have seen a non-internet related business advertising promotion locally that as well as apparently working well on its' own, would be great if tied together with a local business website.
In fact we're planning on trying that dual offer type approach when we leave the US to live in Asia later this year. Kind of like having our cake and eating it too.
T shirt weather there every day of the year..