San Francisco Sidewalk launches
It's official: Microsoft's San Francisco Sidewalk rolls out, with other city sites to follow.
Like other Sidewalk versions, San Francisco's features comprehensive listings and reviews of restaurants, movies, theaters, and other forms of entertainment in an interactive interface.
Also slated for launch this year are the following Sidewalks: Chicago, Denver, Houston, San Diego, Washington, D.C., and Sydney, Australia.
Last week, Microsoft relaunched the front door of the main Sidewalk site with a list of cities it intends to launch soon, although it is continually mum on the dates.
San Francisco Sidewalk has been on the launching pad for weeks. There were rumors that it was launching this month, but Frank Schott, general manager of Sidewalk, would not give a precise date.
As previously reported, a Microsoft ad running in a program for the Mill Valley (California) Film Festival last week read: "Log on to 'sanfrancisco.sidewalk.com' October 8 to enter our contest" to win prizes such as an NEC computer.
While Sidewalk executives say the project is doing quite well, both with advertisers and with surfers looking to find something to do, at least one analyst thinks otherwise.
Bill Bass, an analyst at Forrester Research, said that advertising on the localized content services--including Sidewalk, America Online's DigitalCity, and CitySearch, among others--is 70 percent less effective than traditional advertising.
Mark Mooradian, an analyst at Jupiter Communications, agreed that newspapers have a major advantage over start-up localized content sites in that they already have a market presence and loyalty. But he said that this does not necessarily sound the death knell for non-newspaper localized sites.
Internet news editor Jeff Pelline contributed to this report.