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Local Web sites don’t necessarily follow jurisdictional borders, traditional newspaper circulation areas or broadcast DMAs. Hyperlocal sites, similarly, are finding they can effortlessly extend their market reach and leverage their technology platforms.

The San Diego News Network, which has been funded to the tune of $1.8 million and whose president is former San Diego Union-Tribune online head Chris Jennewein, says it is extending its reach north into southwest Riverside County.  The growing exurban area is technically served by Belo’s Press Enterprise and various broadcast outlets, but considered “underserved.”

The new site,, will be lead by Jose Arballo Jr., an editor with lengthy experience in the area working with The Press Enterprise and other local media.Sales are being handled by the team in San Diego, with more sales support coming via a a partnership with the Lake Elsinore Storm, a minor league team with a sales force. The Storm is owned by one of the company’s investors.

SDNN CEO Neil Senturia notes in a release that “is a natural fit. Like our San Diego site, Southwest Riverside News Network’s technology platform will give advertisers much greater opportunities to target specific audiences. We’re convinced now more than ever that our approach in San Diego, Riverside and other areas will be the way local news will be successfully covered in the future.”

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