The power of road mapping and directions sites like MapQuest and Yahoo Maps is now being channeled by HopStop, a New York-based startup providing the same type of complete info for walkers and subway and bus strap holders in major cities. In addition to standard mapping and direction info, the site hosts city guides and enables users to share tips on construction delays, rate various lines, and so forth.
The ad-supported site is being financed by IDT Ventures, a VC firm. It launched in January 2005, and has been syndicated on a co-branded basis to The New York Post and AM New York. It now claims 750,000 unique visitors per month – 95 percent in New York.
The site has had some agency support for nearby businesses and urbanite brands, and its advertiser roster now includes Wachovia Bank, New York Times, Volkswagen and Dewers Scotch. Wachovia, for instance, uses the site to promote a $50 metro card to customers opening new accounts at branches next to subway stops. In addition, Amex is using the site to promote its InNewYork imprint.