Media On Trial: is the latest of this type of website to emerge, and its reputation was recently enhanced by its takeover by GCap Media. As with all things digital, this site has a social media element to it.

Media On Trial:
Media On Trial:

I agree wholeheartedly with the site's principle. Describing itself as a "Yellow Pages with reviews", the site is a great idea. However, my problem with the site is that it tries to do a lot more than just that.

On arrival at the site, my first instinct was that its layout looked average and slightly amateur. It took a while before I noticed the search boxes at the top of the homepage, which is ultimately what this site is all about. I would have preferred to turn up on the homepage and find only the search boxes.

You can search for businesses and see their reviews (good); you can review businesses (good); you can also seek particular reviewers.

I  can also save those places I have reviewed. Again, another engagement idea, but once I have used a local business in the area, I will always know it is there, so I am not sure why I would use this functionality.

I am not sure how big a business opportunity is for GCap Media. The site needs to stand out from the crowd in the Google search results, alongside sites such as Touchlocal, localturf, Yell and Myvillage.

The unique selling point for this site should be consumer reviews of trade businesses and not bars and restaurants. The opportunity for the site is that by carrying reviews of businesses, unlike Yell, it could gain a reputation for finding trustworthy companies.

Review by Marco Bertozzi, outgoing head of digital, ZenithOptimedia

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