Wednesday, March 29, 2006
The End of Local News
It's not because the Boston Herald or WWOR are going out of business; they are just reinventing themselves as national (and international) news entities.
Today the BBC announced that it will launch a global website that will be ad-supported. This is good news for advertisers as there will be lots of impressions available on a trusted brand.
Newspapers and broadcasters are to a certain extent unshackling themselves from being local entities as they reach broader audiences, and they should team with interactive agencies and media experts in re-branding themselves to the national audience.
Since I live in a town with a pedestrian newspaper (The Oregonian), I get most of my news from websites ostensibly serving audiences in San Francisco, New York, Philadelphia and London. Sure, I don't care about who became county water commissioner in Suffolk, but many folks will read the best investigative journalism from wherever.
In a few years the best papers should be getting more revenue from online readers outside their jurisdiction than from the papers that land in front yards.
By John Gartner at 02:36 PM | Comments (0)