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
The Ferret’s fact-checking lead Alastair Brian on truth, the media, and trust
MD of the Content Marketing Association Rob John on content marketing’s role in publishing
The start-ups saving local news in the U.S.
The Big Issue UK Editor Paul McNamee on making every aspect of the magazine necessary
Special: Highlights from Media Moments 2021
Executive Editor of Noema magazine Kathleen Miles on publishing in an intellectual niche
FT Strategies MD Tara Lajumoke on building a robust playbook for subscription businesses
The Independent US Senior Vice President Blair Tapper on shaping the publication overseas
The Great Privacy Reset: Insider Inc, Future plc and Permutive discuss the challenges and opportunities for publishers
Global Director of Internews’ Earth Journalism Network James Fahn on why everyone should be a climate change journalist
CMQ Media Founder & Analyst David Adeleke on the media scene in Nigeria and beyond
The Players‘ Tribune executive editor Sean Conboy on tackling mental health in sports reporting‘
Immediate Media Chief Revenue Officer Duncan Tickell on strengthening brands post-pandemic
The New Republic‘s Literary Editor Laura Marsh on storytelling through print and podcasts
The Information Reporter Kaya Yurieff on covering the sprawling creator economy
Founder of The Manchester Mill Joshi Herrmann on why local news must rediscover its pride
Social Spider MD David Floyd on finding a better way to fund local news
Conversations: How robot journalism is powering the modern newsroom
Former EMPIRE Editor in Chief Terri White on why she left the best job in magazines
Editor and publisher of Freelancer Sophie Cross on the joys of launching an indie mag
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