STV Local network to trial hyperlocal ad solution Addiply

Hyperlocal advertising solution Addiply has signed up STV as the latest organisation to trial the technology on its new network of local sites.

On Monday STV launched its six pilot sites for the new STV Local network covering Motherwell, Airdrie, Bellshill, Coatbridge, Cumbernauld, and Wishaw. Sites covering the whole of Scotland will go live throughout 2010 and 2011.

Addiply, which is also being used on the Guardian's local sites in Cardiff, Edinburgh and Leeds and by Trinity Mirror in the north east, was created by former Norwich Evening News sports journalist Rick Waghorn as an alternative to Google AdSense for online publishers.

The system is being trialled by the six pilot sites with a pay-per-click (PPC) model.

STV has appointed David Milne, previously group editor with the Herald and Times group, as executive editor of STV Local and has recruited Iain Hepburn, digital editor of the Daily Record and Sunday Mail, as editor. The broadcaster is also running a recruitment drive for community correspondents and regional editors for the network.

STV began developing STV Local with a network of 200 "proof of concept" sites launched in November 2009. The new sites will combine user-generated content and more interactive features with updates from local community groups and user reviews. The company says it wants to partner with other local content providers and work with community organisations in producing the websites.

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