Online news gatherer Topix aims for election-ad dollars

With its launch of Election 2010: Citizen Sound-Off today, online news aggregator Topix is now the only website to couple localized voter information with a platform for open participation. But can it channel this big election into even bigger ad dollars?

Topix is a privately held online platform that aggregates news by crawling over 50,000 news, government and blog sites every 10 minutes, and then localizing and categorizing that news “semantically” for every town in America.

But CEO Chris Tolles told VentureBeat that Topix only truly grasped how it could be a major destination for political advertising dollars after the site rocketed to number one in spending by the McCain campaign in the 2008 election, according to Nielsen data.

“They ran more ads on us than in the Washington Post,” said Tolles, who said that with 16 million unique visitors, and a marketshare of 25 percent or more of the population in [a hundred or so] towns across the nation, it is sitting pretty heading into midterm elections Nov. 2.

“We attract people into buying political ads in places where they wouldn’t otherwise, which is how we ‘vector’ product to exactly where it needs to be,” said Tolles. “Now, we’ve built a widget into every single forum page that allows for people to participate in dialogue about political races from the highest levels down to something like a local sheriff’s race. That then creates more inventory.”

Tolles said that over the last two days alone, Topix has seen over 10,000 votes in its “proxy elections” and 900 conversations in 900 cities strictly about elections. And with each conversation functioning as a new page, and thus a new space for advertisers to reach consumers, Topix’s ability to create new “self-sustaining” forums for debate in communities is, in a sense, self-funding.

Tolles said that while Topix doesn’t have “hard dollar” amounts for much of this, “that’s part of the challenge.”

“For a business like ours where [around] 60 percent of our revenues come in through ad networks, it is very difficult to pin down how much money is coming through political advertising,” he said. “However, the election season of 2008 was 30 percent higher than the revenue trend line, and we are hoping to take advantage of similar trends here with this product.”

“In the end, some of this traffic will go away completely, and some of it will transition into long-term site usage, which will also be linear to the advertising value.”

Topix has investment backing from Gannett Company, The McClatchy Company and Tribune Company.

  • http://pulse.yahoo.com/_WV2KZXGSXYO6QMVUUVWSGTNEKY Nancy Brown

    Hopefully campaigns will choose to avoid Topix considering the fact it has become the worst cyberbullying site on the internet with its unmoderated forums that don't require registration. Many of the forums are absolutely disgusting.

  • http://pulse.yahoo.com/_WV2KZXGSXYO6QMVUUVWSGTNEKY Nancy Brown

    One would hope after all the recent news about the horrors of cyberbullying that politicans would avoid Topix like the plaque. Topix has gone from a news site to the worse cyberbullying site on the internet. All one has to do is look at many of the forums that promote drug use, incest, rape, and other criminal acts in addition to cyberbullying. That is what happens when you have unmoderated forums that don't require registration. How would any employee of Topix feel if one of their children lost their life due to the horrible things they allow on their site. That company has no business ethics.

  • http://pulse.yahoo.com/_3FTWHFSMEFKGGUF7IEKZUVPUFM Terri Chambers

    I am not trying to be rude and I certainly am not going to question Mr.Tolles character (attacking people is what they allow on Topix) but I think I have a valid question. Why is it Topix is quick to comment on Tech sites that seem to defend whatever a company does, but the thousands of us who have a problem with the fact that the Topix forums are now nothing but hate driven with forums that do nothing about the horrific attacks on children, business owners, teachers, doctors, lawyers, etc aren't ever address. Many of Topix own users have asked for some kind of human moderation of forums (the forums in Kentucky, West Virginia, Tennessee, Missouri, and Arkansas are particularly horrid), elimination of forums like the human sexuality one, the African-American one, and the drug ones, and a registration system to cut down on some of the trolling and making it easier to ban users with IP banning is never addressed. With all the new about cyberbullying coming out having as many forums as Topix with no registration is irresponsible. When you run a business there is a responsibility to protect customers and so many lives have been destroyed for the almight dollar and anyone who wants to use the first amendment as a crutch, that is not what was meant by freedom of speech. You can't walk up to President Obama and cuss him out without ramifications or a police officer. I would ask anyone who works at Topix how they would feel if their child committed suicide or they lost a job, etc over lies told on Topix. I suspect they would have a different view. Topix has sold its soul and that is terrible. The sad thing is it could be a great company but has taken the low road. I don't know why any politician or political party would want to be associated with a company like that and I can't help but notice many newspapers and television stations are dropping Topix because of the companies refusal to require registration. It is kind of hard to discuss a news story when the site is overran by trolls. I know you can't completely control it but you can do far more than Topix has done. A few years ago, Topix claimed that by not requiring Topix it cut down on trolling which was a flat out lie. The reason they did that was they do not have confidence in getting “hits” on their site. I would argue that Topix would get more advertising and users if they had registration and acted like they cared a little bit more. The problem is the site has ran off good users would something to contribute and is now mainly internet trolls who attack others. Is that really the type of company anyone should be signing praises about? Even half the users on Topix don't like how the company is run. Thanks for reading everyone and Mr.Tolles it was not intended as a character assault on you, I just hope you will start putting people first.

  • CAVRULES

    If I were a candidate, or any business for that matter, I would never never advertise on TOPIX. I have posted there for three years. In that period of time I have had death threats thrown at me and my family by none other than a TOPIX Editor. Over 150 attempts by dozens of people to reach TOPIX and have this person banned fell on DEAF TOPIX ears. Because of that I was forced to turn this Topix Editor into the FBI and LAPD and that case is still pending.

    Hard copies were sent to Chris Tolles and his staff at their headquarters and were completely ignored. In fact the only way I could get evidence for court that this person had violated TOPIX written TOS was to pay what in my opinion is an extortion fee of 20$. 22 States Attorney Generals went after TOPIX and TOPIX stopped their fees for enforcing their own TOS.

    Imagine if you will that you look at the written laws of your state , and see that burglary is a crime. Then a few days later you have a burglar break in and steal your possessions. You call the police and they show up. They have to agree the law ( Terms of Service in Topixs case ) was broken but tell you in order for them to do a thing about it they need 20 bucks.

    On Topix you will see every kind of sexual perversion , and kids are cyber bullied and attacked all day. In fact this very same Topix Editor that threatened to kill me and my family , also attacked a minor child and her Mother went righteously crazy and turned her into the Sheriffs ad wrote her a very angry post telling this person to stay the hell away from her minor child.

    Advertisers have already begun distancing themselves form TOPIX as I have seen their e mails to activists saying they will no longer advertise on TOPIX. IT is sad the Mr. Tolles seem to be fine with the wild west show he oversees. I guess the only way to get his attention i to expose what is going on and hope decent companies refuse to advertise there until he cleans up his garbage pile.

  • toxictopix

    I think that politicians should be well aware of what TOPIX has turned into. The last thing in the world that they will want is to have their ads on a site which is under investigation by more than 32 attorney generals and which has quietly destroyed the lives of a growing volume of adults and children. Those harmed by topix have found each other now and the information that parents, teachers, counselors, lawyers and law makers need to know is found here and is updated regularly.

    http://toxictopix.webs.com

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