It presumes big and doesn't necessarily accommodate small.
But it's a first step in the reconsideration of the metrics necessary to ensure strong local coverage takes place in the time ahead.
Essentially Jarvis' model organizes local bloggers into a network that associates for advertising.
The concept founders on the existing economics of digital advertising, but the principle is an interesting one that ought to be explored more fully before dismissing it. (He took a fair amount of heat quickly from others attending the conference.)
It isn't clear how the bloggers would organize to avoid excessive duplication or assign and share work, but no matter --- that's in the details for later.