“ESPNChicago.com Launches Monday” via Mediabistro.com.

The Chicago-focused online sports destination will feature original content from some of the most familiar names in Chicago sports including former Bears wide receiver Tom Waddle and former Bulls announcer Chuck Swirsky.

ESPN Digital Media is also launching new technology that allows for geo-targeted content and ad insertion in both live audio streaming and downloadable audio. ESPNChicago.com will also make use of existing ABC/ESPN properties in the city including ESPN Radio 1000 and WLS-TV and abc7chicago.com.

Mini what it means: I’m seeing more and more “national” media brands (television, magazines, newspapers) deploying local strategies online. Makes sense. They leverage a powerful and trusted national brand online but they make it locally relevant. It’s something that’s usually very expensive to do offline but is cheaper to do online.