Having solidified its hyperlocal media efforts, weddings lifestyle site The Knot is hoping to expand those sites with the addition of a directory service. The WeddingChannel.com Reviews site is intended as “Yelp for nuptials.” The move comes as the site’s local ad growth is growing at a much slower rate than its national sales, as the New York company said its Q1 national online ads were up 31 percent, while local was up just 4 percent.
The introduction of the reviews is also a reflection of how much information from users The Knot (NSDQ: KNOT) has gathered over the past decade. The site will have reviews on over 100,000 wedding-related vendors. In addition to helping promote affiliate fees, the directory is also designed to promote boost pageviews and, the hope is, spur more ad spending by local marketers. Release