Cheddr Media is turning off its online contest widget on January 1, changing gears to focus on a new service around social media analytics. Cheddr Media founder Adam Schoenfeld said they saw some demand to help Web publishers host online contests, but not enough to turn into what he called a "real business."

"Bloggers liked the tool, but they wouldn't pay," he said. "Some marketers would pay, but it was a 'nice to have,' not a 'need to have' product."

Schoenfeld said they stopped taking new sign-ups a few months ago and now they are shutting off all free accounts on Jan. 1. The company is suggesting that those using the service to run contests should discontinue them immediately.

Schoenfeld said he sees opportunities in social media management and analytics. The new offering -- dubbed 20 Decibles -- is developing ways to manage, measure and organize customer interactions through Twitter.

That's a crowded area with numerous competitors, but Schoenfeld said they are "segmenting the market a bit different."

Just last week, Schoenfeld worked with Chris Pirillo to reluanch Seattle Social Central -- described as a real-time community resource. It tracks what people are saying on Twitter in Seattle -- segmenting the tweets by categories such as sports, entrepreneurs and neighborhoods.