For our latest season of the Media Voices Podcast, kindly sponsored by Poool, we’re be publishing ten episodes exploring the biggest trends of 2022 and how they affect publishers; from subscriptions and membership to advertising, platforms, emerging technology and more. Our third episode explores how the local news market has evolved over the past 12 months, from start-ups showing early signs of sustainability, to the struggles of more established publishers.
After decades of managed decline, the past few years has seen a sea of local news start-ups rising to fill the gaps left by the once-dominant legacy publishers. In the US, publishers like Axios and 6AM City are using lean, MVP models to launch local news outlets with just a few reporters and a newsletter. Many others are using increasingly-available digital tools to set up websites, podcasts, membership schemes and newsletters to support a local news operation with minimal investment.
In Europe, established news organisations are launching new online local services, hiring journalists to fill the gaps in their own 'news deserts'. In the UK, start-ups like The Manchester Mill have established a blueprint that works for them and are expanding into other areas, without needing tens of thousands of subscribers. Meanwhile in Finland, 39% of those who pay for news say they are paying for regional or local news online - higher than in many other markets.
However, that doesn't mean the route to becoming a sustainable local news organisation is straightforward. To discuss the state of local news, we're joined this episode by Chris Jansen, Head of Local News, Global Partnerships at Google. Chris started his career in local radio news, and learned some lessons early on about how hard it is to do original reporting on a local level, especially for small businesses. Now, he leads the Google News Initiative's local news efforts, helping publishers with best practices and business tools to succeed in the digital world.
This topic will be one of the chapters we explore in detail as part of our Media Moments 2022 report, launching on November 30th. Find out more and pre-register here to receive the report.
This season of Media Voices is sponsored by Poool, the Membership and Subscription Suite used by over 120 publishers from around the world. The team behind Poool are industry experts who have put everything they know into the product, ready to respond to your ‘how’ of launching & developing a reader revenue strategy.
poool.tech | @PooolTech
BehanBox Founder Bhanupriya Rao on telling the stories of women and gender diverse people in India
Digital Director at Rolling Stone UK & Attitude Magazine Charlotte Cijffers on nurturing audiences online
Jack Marshall, Co-Founder of Toolkits, on what’s next for subscriptions
The Juggernaut Founder & CEO Snigdha Sur on bringing a business-first mindset to her startup
Lessons from award-winning podcasts: Nature’s Benjamin Thompson
Lessons from award-winning podcasts: The Art Newspaper’s Ben Luke
Lessons from award-winning podcasts: DC Thomson’s Christopher Phin
Lessons from award-winning podcasts: The Week’s Holden Frith
President and GM of Consumer at Yahoo Joanna Lambert on adapting to a changing media landscape
Lessons from award-winning podcasts: The Atlantic’s Vann Newkirk
The Hustle Senior Editor Zachary Crockett on creating a Sunday reading experience via email
Lessons from award-winning podcasts: Immediate Media’s Ben Youatt
Headlines Network Founder Hannah Storm on improving the mental health of people working in the media
Conversations: Next steps for email - monetising inventory and protecting data privacy
Lessons from award-winning podcasts: The Telegraph’s Theodora Louloudis
Mansueto Ventures CEO Stephanie Mehta on leading a modern media business
6AM City Co-Founder Ryan Heafy on creating a local newsletter launch playbook
Awallprintss Founder Abbianca Makoni on covering international communities for Gen Z
Founding Editor at The Fix Jakub Parusinski on cracking the media management puzzle
Editor and Founder of Paranting Magazine Sophia Waterfield on creating a new type of lifestyle magazine
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
NABOR® TALKS
U.S Property Podcast
Aligned Money Show
The Ramsey Show
Planet Money