TITLE

The 'Local-Local' Strategy: Sense and Nonsense

AUTHOR(S)
Edmonds, Rick
PUB. DATE
December 2007
SOURCE
Nieman Reports;Winter2007, Vol. 61 Issue 4, p34
SOURCE TYPE
Periodical
DOC. TYPE
Editorial
ABSTRACT
The author offers opinions on the newspaper industry trend of emphasizing hyperlocal news coverage. The idea has been presented as a means of reversing the economic problems affecting newspapers due to their losses of circulation and advertising revenue since 2000 to increased competition from other media such as the Internet. Gannett, a company which has committed to the idea, has yet to see its stock price rise as a result of the strategy. The author states that local editions of newspapers seem to offer more economic rewards than pursuing local news through the paper's Web site. He notes one persistent problem is that advertisers desire, and often insist upon, placement in the lead pages of the newspaper where such local coverage is least likely to appear.
ACCESSION #
28601330

 

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