The fall of the newspaper business was swift for regional papers once the ad model disappeared, and craigslist came on the scene. The elimination of the local reporter died with the printing press that was a backbone for America not due to a lack of interest in local activity, but simply because they could no longer make money.
Digital community tools and social media sites like Twitter, Facebook and LinkedIn replaced how the consumer gets information. The velocity of the news cycle and the sheer speed that viral messaging can travel to our smartphone has separated this decade from the previous because the consumer no longer was informed by TV or a newspaper.
The decline of regional information was a hallmark of the decade from 2010 to the conclusion in the next few weeks of 2019. The next decade will bring other shifts in the way we consume news, but we note the resurgence of the local newspaper as we enter a new decade.
The marriage of rich media/video production for newspapers and other news organizations turns written journalism into mobile-friendly, socially sharable video, and uses technology to integrate and streamline any acquired journalistic sources into the digital space.
Converting valuable news & information to migrating audiences from local newspaper print & delivery to digital, free and convenient platforms brings a new revenue model to floundering newspapers left for dead.
The trend is for white-labeled news video production companies with proprietary marketing and targeting technology would allow local newspapers to thrive and even surpass television news in reach and revenue, without disruption to its existing infrastructure.
Converting existing news articles for newspapers into white-labeled video news ledes, with direct community targeting, creates a mobile-friendly video that demands attention and calls to action by stakeholders in the community served by each newspaper. This was always the theme of the local paper, and smart entrepreneurs also see the opportunity.
By utilizing an external audience targeting technology with ad engines in place on existing post-migration media platforms, virtually every person in each community served by the newspaper will be reached with each article. This local angle has surfaced in software that requires confirmation of your local address and has grown enough where companies like Nextdoor boast that they have 200,000 neighborhoods as part of their community who use the software, and are raising money on Wall Street with upcoming IPO’s.
The tagline for Nextdoor is, “The private social network for your neighborhood ”, so we are seeing a shift from large macro social media sites, and a return to a cooperating local community which includes the rebirth of the newspaper, with a new twist where every call to action is to click video to learn more.
The ability to create a powerful, informative headline or alert is presented. All videos are linked to the newspaper’s website where articles are placed in the preferred format, however, advertiser’s ads in various formats can be placed around additional articles or videos as well as sponsoring each particular article or video. Video News Ledes may also be directed into other platform videos with advertiser’s ads attached to it, which rescues the revenue model.
As we head to 2020 it is important to follow the audience in the upcoming digital migration, use disruptive tech to rebuild ad revenue, and restore the focus on local community news. One thing we know for sure is that journalism is vital to a democracy, and is embodied in the rebirth of the local newspaper.
A Rebirth of the Regional Newspaper is in Progress