BurrellesLuce Newsletter: Local News Gets ‘Hyper’ As Media Landscape Evolves

December 9th, 2010
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Local News Gets Hyper as Media Landscape EvolvesThe durability of news outlets that are tightly linked to their neighborhoods provides opportunity for PR practitioners willing to understand and invest in what these hyperlocal outlets and hyperlocal communities value.

The number of these so-called “hyperlocal” sites is growing, as traditional media and leading search engines partner with existing hyperlocal operations and non-media entities, such as universities, to create hyperlocal news products.

“Hyperlocal is difficult, expensive and not for the faint of heart,” says Barb Palser, director of digital media for McGraw-Hill Broadcasting Co., in this American Journalism Review article. Nonetheless, she notes, “news organizations and startups across the country are betting heavily that hyperlocal news sites will solve the needs of both consumers and advertisers.”

How, then, as communications practitioners looking for more-targeted ways to reach our audiences, can we better guarantee the success of our hyperlocal initiatives? Read more of this newsletter in the BurrellesLuce Resource Center.

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