The LaFayette Underground began in mid-2008, was abandoned after a handful of posts, and relaunched in October 2009. Since then there have been 103 posts (104 counting this one), with several of the most recent read by thousands within the first 48 hours. LU also has a substantial Facebook presence followed by more than 2,400 people and a duplicate Twitter feed.

In the last two years, Underground readers, participants, and contributors (the lines between those categories continue to blur) have served as unofficial eyes and ears for the community, giving the Underground ability to post about breaking news (primarily on Facebook) and detailed “news beneath the news” here on the LU blog. On more than one occasion, stories originating here ended up as major stories for local and Chattanooga news media. Undergroundlings aren’t just discussing news; sometimes they actually drive the news. That’s a good place to be.

All of that has been done absolutely free, with no profit motive outside of bettering the community.

Because of the Underground’s nature as a free socially-driven news and discussion forum, much of the material on this site and the LU Facebook is “aggregate” news; links to other sites and info from newspaper archives along with tips from informants and opinion. There has been original reporting along the way, and also a few mistakes, even as we try to be as accurate as possible. (There is no 100% accurate news outlet on earth, but everyone can always do better; trust that we’re always striving to do better.)

More must be done. More information and original reporting are needed in LaFayette and Walker County. The reporting that is done must be done thoroughly, and thorough information should be delivered to the broadest possible audience in a timely manner.

To work on the “broadest audience in a more timely manner” part, the Underground will begin on May 1st, tomorrow, doing a daily blog post to summarize the links and some comments from the LU Facebook feed. The purpose is making information accessible to people who don’t have Facebook, to make the comments and links easier to find again later, and to reduce a need for long blog posts about some of the same topics already discussed briefly on Facebook.

LU Facebook won’t change. The news feed will continue to have relevant local and regional links, breaking news, local events, and visits to the rumor mill. But now that same information will also be collected here and posted the next day. The blog will also continue to have occasional longer posts as it has for the last two years.

A daily update may be more than Underground editors can successfully handle, and it may be adjusted to weekly or bi-weekly instead of daily; May will be an experiment to see how well we can do and if anyone reads it. By June 1 we should know what works and what doesn’t. (And hopefully avoid “blogger burnout.”)

What about “more information and original reporting” ? Those things take resources beyond what the Underground currently has. We’ve done well with available free research tools, but there are some advanced tools and news archives that require paid subscription. Open Records (“Sunshine Law”) requests also have a cost; $.10 per copied page can turn into real money real fast. Having some funds available to buy those tools and make record requests would facilitate better information and reporting.

Bringing in a bit of money would also offset monthly site hosting fees, annual domain registration, and maybe even pay for a few new toys on the LU Facebook page. A better calendar program for the Web site would also be handy; the free calendar here is essentially abandoned because it’s difficult to use.

So where’s the money coming from? We’re “selling out” and running advertising. No sponsored posts where someone accepts money to promote a product through superlative-filled “reviews,” no popups, no pages of ads to click through before reading articles, and no ads in the middle of articles. Two ad boxes, a small one in the upper right-side beneath the list of newest posts, and a bigger square on each post between the content and comments section.

The Underground is viewed by hundreds of LaFayette and Walker residents each day, so this is a good opportunity for local businesses (or politicians) to reach a targeted local audience. And since ads are being handled through Project Wonderful, prices are based on demand. Daily slots right now are starting at a few cents, but will go up as more businesses participate in the auction-style ad service. For more about LU site statistics and how to advertise, see the LU Project Wonderful profile.

The Underground’s first local advertiser is Armstrong Piano Tuning of Summerville. In the last week their advertisement has been seen nearly 2,000 times by Underground readers, and they’ve paid less than a buck for the exposure. If you outbid them, your own ad could replace theirs in just a few minutes.

While the Underground is “selling out” ad spots, we’re not selling out what makes LU what it is. Advertisers won’t have sway over what’s posted or discussed (something a few other media outlets in the area can’t claim anymore) and advertising will in no way take priority over the main mission of creating positive change in LaFayette by keeping people informed. Nobody’s going to get rich off this, the advertising isn’t likely to even cover all site costs – but having more money available will help us make the LU into a better resource for local news and discussion.

Your readership, contribution, and now advertising of the Underground is greatly appreciated, and we look forward to growing stronger to better serve you.