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BizReport : Blogs & Content archives : November 11, 2010

MerchantCircle acquisition may make localized content simpler

This week, MerchantCircle announced plans to acquire Bloglines, a content aggregator service. The deal is set to take place in December, and may help local businesses and consumers stay in touch. How? By making it simpler for blog readers to find bloggers in their area and by making it simpler for local businesses to find and utilize content based on their region or type of business.

by Kristina Knight

Bloglines is an RSS feed service, helping consumers stay updated on content of their choice from a single dashboard.

"We believe the value of the Bloglines platform remains strong, and we see a significant opportunity to localize it for even more relevant content aggregation for users," said Ben T. Smith, MerchantCircle CEO. "We look forward to exposing content aggregation to our members while transforming Bloglines into a faster, richer and more flexible user experience."

MerchantCircle's more than 1.4 million local business members will be able to access bloglines through their account dashboards; content from their industries or their local areas will be aggregated to them through the service, potentially putting local merchants in better content with local publishers and consumers. From the consumer standpoint, users will continue to get the RSS feeds which they've placed in their queue, but will also have localized content promoted to them if they wish.

What is the potential for businesses? For example, a local sporting goods store could promote a weekly deal to consumers in their region or notify those in their feeder about new products available for upcoming sports seasons. Similar deals or specials could be created within the feeder space for any number of businesses or industries.

Tags: Bloglines, content publishing, local businesses, local content, local marketing, MerchantCircle, online publishing

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