Jan 08 2007
News Limited’s (News Interactive) truelocal (a local business search directory) launched in Australia on the 30 January, 2006 with the Headline “Not Happy Jan? Try truelocal.com.au“. Which is a play on the well known Yellowpages.com.au advertisement with the catchphrase “Not Happy, Jan!”. I’m going to do my best to be objective here (disclosure: I am involved in a competing online business directory site dLook.com.au)
TrueLocal has received a lukewarm reception. See here, here, here and here. And then there’s the controversy over the truelocal.com v truelocal.com.au where it was suggested that truelocal.com.au was trying to cash in on the truelocal.com name. WIPO found that truelocal.com.au was justified in registering the domain name, which highlighted the need to register domain names in countries you intend to target your services to.
Despite their strong internet presence, with news.com.au, homesite.com.au etc, aggressive (and often irrelevant) Google Adwords Campaigns – see here and here for example, their “win a $10,000 Spending Spree” competition (which requires giving up your email address for pretty much any purpose) and their old media advertising network, they are failing.
This graph shows how closely TrueLocal.com.au and dLook.com.au have been competing in the last 6 months (dLook launched on 25th April 2006), despite the advertising advantages afforded to TrueLocal. And below, how dLook really maintains the edge when it comes to daily page views per million.
In summary, despite vastly deep pockets, TrueLocal is lagging behind dLook – according to Alexa. The reason – consumers vote with their
feet mouse (or is that mice?).
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