Its an open format with no real verification or review process other than having you submit an email and then click a verification link. I think that will cause them to get a ton of spam – as some of that is already evident. I’d be surprised if they don’t put a clamp on that rather quickly.
In digging a bit more I noticed they are also based in the greater Baltimore area, in Maryland (I too am in the Baltimore area). The domain name was registered on September 20, 2005 – so they are really quite new. Fairly impressive in registering a domain, getting the branding, designing a site, testing it, launching it, creating TV ads and running them in that short of a time period.
It appears that their parent company is Sinclair Broadcasting Group – a Baltimore-area media/broadcasting company. Apparently they control over 50 television stations.
I would guess that this relationship with Sinclair not only got Postaroo some discounted TV ads, but also helped them build over 3,000 inbound links in just a couple of months back to the Postaroo website according to Yahoo. A quick manual review of those links shows most of them are indeed television broadcasting stations. Now that’s being resourceful!
Postaroo has released a new version of their site. I think its a nice improvement. Sometimes you need that initial time to see how people use the site, and then build upon it.
This is not the only case I’ve seen of traditional media companies creating and managing various websites and internet-based-businesses that leverage there media networks. Its not a bad strategy.
Aside from Postaroo, another one that comes to mind is BaltimoreatHome.com, which is somehow owned and/or affiliated with CBS Radio. I hear their radio commercials all the time which attempt to drive traffic to the website, and then encourage you to make it your home page aka start page. Note that BaltimoreatHome.com also looks strikingly similar to BuffaloatHome.com.