Local news outlets have largely adapted to the internet. The overwhelming majority have a website and a social presence. In addition, many post online videos, accept digital payments and distribute digital newsletters, according to a review of more than 2,000 US local news outlets by the Tow Center for Digital Journalism at Columbia’s Graduate School of Journalism.
However, digital sophistication is uneven with some laggards. Community weekly papers lag in some ways. Weeklies are half as likely as their daily counterparts to offer digital video content and newsletters, and far less likely than dailies to offer an online subscription option. They’re also less likely to offer podcasts.
Some key findings from the research include:
- 12% of local news outlets do not have their own website. When counting outlets that offer PDF versions of content, that figure rises to 17%.
- Nearly eight in ten local news outlets have their own Facebook profile. Even outlets without their own website are on Facebook.
- 84% of local news sites opt for responsive design to serve mobile devices and 27% for mobile apps. About three-quarters of local TV stations offer their own app.
- 57% of news outlets offer an online pathway to subscription, donation or membership. Broadcasters are highly unlikely to do so, and daily newspapers highly likely.
- Just under half (47%) of local news outlets offer video on their site. Of those that do, 44% host their videos on YouTube.
- 39% of local news outlets offer or promote a newsletter product on their website.
Digital PR Pitches
The findings show that PR can submit digital content, including videos, to local news outlets. As most outlets post their news online, online media monitoring with monitoring of online print sources may suffice for many PR pros.
Other surveys have highlighted the value of local media for public relations. Despite the growth of the internet, half of all U.S. adults say they “often” get local news from television, according to a report from the Knight Foundation. That indicates that local TV still offers a valuable public communications channel and will probably continue to do so for some time. Many local TV stations include stories on their websites that do not air on their broadcasts.
Despite dire stories about the end of newspapers, community news outlets generally continue to survive and in some cases even thrive.
Digital is now just as important as print for many “Online numbers have climbed to where daily visits compared to circulation boast much higher percentages than our online advertising equates to our total ad revenue percentage,” Heather Goodwin Henline, Inter-Mountain in Elkins, W.Va., publisher and general manager of the Inter-Mountain in Elkins, W.Va. told Editor and Publisher.
Bottom Line: Although digital sophistication varies, most local news outlets have adjusted to the digital landscape. The most digital-savvy outlets have embraced online subscriptions videos and podcasts. PR pros can consider offering digital and interactive content to local news media when developing their pitches.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
