Its unique offering, says Trinity Mirror, is its hyperlocal scale of detail - bringing a wealth of data to people's fingertips that is highly relevant to their daily lives.
For the first time local news, traffic & travel, weather, things to do, property prices, planning applications, public notices, crime statistics, police updates, retail news, food hygiene ratings and more will be accessible in one place.
InYourArea.co.uk combines and aggregates this data in real time down to postcode level and the platform offers consistent, rich, real time information for each postcode without the dependency on needing a highly active community of contributors.
Darren Sher, Head of Emerging Products at Trinity Mirror, said: "There is a wealth of hyperlocal news, data and information in many different places, but it's fragmented and difficult to access in a user friendly way. InYourArea will change that. It has the potential to be for local news and information what search engines were for the internet: a gateway to vast amounts of data and information that is currently hard to access but highly relevant to people's lives.
“InYourArea will breathe new life into local news and information, making it more discoverable, relevant and visible than ever before.”
InYourArea is also experimenting with a native ad platform. National brands will be able to bespoke their ads for specific areas or outlets, allowing them to tailor their messaging for the local market. SMEs can use the new self-service platform that’s being trialled to advertise as locally as a one mile radius, or even a particular street, providing a cost effective way to target their local audience.
According to Trinity Mirror, InYourArea.co.uk is a stand-alone product whose algorithm relies on no single source and all sources are reputable and verified, ensuring that, unlike on social media platforms, no "fake news" publications can find their way into the results.
