Musings on Local Journalism from a Silicon Valley Sports Fan and Media Nut

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Keep the news, ditch the paper

Local newspapers should move 100% online and monetize their audience via subscriptions. Yes, ditch the entire print operation and ditch the sale of advertising.

Find a local benefactor

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Jeff Bezos (image via Twitter)

Be the leading voice in each (local) category

Sports, politics, business, technology, etc. Be the leading voice on these categories for your local market.

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The Athletic — image via Twitter
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Adrian Wojnarowski (“Woj”) — photo via Twitter

Laser focus on Gen Z

I’m no expert in Gen Z, but my daughter is part of this generation. She and her peers seem inclined to pay for subscriptions to Spotify and Netflix, but less so to content sites. The primary goal of local media companies should be to drive subscriptions from Gen Z.

Best wishes

I hate to see local newspapers go out of business. The reality, though, is that a shift away from print and advertising may be the only way they survive. I’ll close with a related thought: perhaps local journalism will emerge from the bottom up, rather than the top down.

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Marketing consultant for hire ➡️ content marketing, product marketing and more. Subscribe to my “Content Corner” newsletter: http://bit.ly/content-corner

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