The Problem - It starts with the home page url. Patch has wisely used three distinct urls, one for each town, accessed via the patch.com home page. This way each town’s residents feel like they are getting something designed uniquely for them. The content plays out the same way: if you are on the Millburn section of Patch, the listings, events, simchas and the like are all only for Millburn. Patch gets the whole hyperlocal thing. In spades.
