had worked earlier to increase page views at websites in other locales (Lawrence and Naples are mentioned). Curley has been called a "hyperlocal guru" for his previous work. The first Curley-led effort for WashingtonPost.com focused on Loudoun County, which Lavin describes as "diverse and spread across a vast area", and so "hyper local [sic.] only in contrast to the huge reach of the mother paper".

Beginning in mid-year 2007 as "LoudounExtra.WashingtonPost.com",