Village Media, a digital local media company which has launched multiple localized sites, is trying to use Google and Facebook to their advantage. Most traffic to Village Media sites come from Facebook. CEO Jeff Elgie told Harvard Nieman Lab, “Google and Facebook are as much our friends as our enemies." He acknowledges, “We have to find new and creative ways to not replace a client’s Google and Facebook spend but find our own portion of it." Village Media remains confident about its prospects using local business ad revenue.

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