Newspapers with a ‘hyper local’ future

July 18th, 2011 by Mark Perry

Local newspapers have a future if you listen to Sir Ray Tindle, owner of regional newspaper group, the Tindle Group which publishes 27 newspapers.

In a message last week to his staff he advocated launching more titles as a way to combat the downturn – and this in a year which has seen his group’s revenues half.

At the end of June Tindle launched the Chingford News and earlier this month the Pembroke and Pembroke Dock Observer in West Wales joined the stable.

Interestingly he sees the key to this being ‘hyper-local content’ focusing on ‘names, faces and places – but strictly local names, faces and places.

This puts him in direct competition with one of the key attributes of social media which can deliver content directly relevant to the user.

Is the offer great enough to encourage people to start buying a newspaper again? His response to this is: “Make it a really good paper and you’ll find people will pay for it. Forget going free.”

Time will tell if his hunch is right.

About Mark Perry

Mark has more than 25 years’ experience in PR and corporate communications. He is a founding director of B2B consultancy Melville PR.

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