WORKING WELL WHEREVER
ALMOST THREE-QUARTERS of people surveyed recently said they are concerned about being able to tell what is true from what’s fake when it comes to taking in news from the internet and on apps. And yet regional and local newspapers are struggling for relevance in the face of such failures of the online competition. It has been suggested that print circulations are in terminal decline, that all hope is lost.
The regional press, however, can overcome, or at least work around, many of the pressures. This is in the face of 47% of those surveyed saying that news is far too negative, 30% complaining that the sheer weight of news is tiring and tiresome, and 36% saying they avoid the news. These figures come from a report by UK Data.
If people have started to see news as being negative or depressing, they will not value it. To buck the trend, regional and local newspapers should be seeking to revive positive journalism aimed straight at community audiences: to produce content that is helpful and worthwhile.
Younger would-be consumers want to read about items that are valuable to know. They also want interesting information and to be entertained. So, fill the editorial pages with pieces that have interesting value and are fun.
NEW THINKING
New thinking is needed so that journalism can help people – of all ages – to improve their knowledge and be inspired by what is, or could be, around them.
The local media can survive by being more constructive. The policy should be to find and develop stories of hope rather than dismay; to promote area facilities improvements; to solve problems as well as describing their effects. Look after readers with specific interests, such as sport, gardening, nature, food and neighbourliness. Encourage dialogue and participation.
Reporting can be developed into something indispensable out there in the local marketplace, creating and strengthening ties. Knots can be tightened by adding in a complementary online presence and laying down social media conduits.
Today’s large-scale media organisations will become bigger and bigger. Mega news corporations will take on and inject their influence into the likes of Google, Facebook and Twitter.
MINNOW STATUS
At a local news level there will be benefits to be derived from minnow status. Being small, flexible and relevant has a future.
There is a leading role to be played in helping communities to know more about themselves and to cope with challenges of change. Prospective advertisers will recognise and value these media effects.
Put the audience at the centre of every story. Prepare and deliver targeted content and encourage reader involvement. More than ever before, journalistic output can be a public service.
Return to MARKETING INSIGHT BLOGS or go to CONTACT DETAILS
