In my visits with local media companies and local advertisers one theme seems replay over and over. The theme is a concern that online does not reach large local audiences, or, why should we create something on our website that a relatively few people would be interested in going to or participating with. Here's why, because in those niche areas, the small group of people participating or reading the material are trend-setters and probably a local businesses best customer. Read the link for more.
Small Groups of Evangelists Have Big Impact on Book Biz at ChasNote