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November 07, 2006
Localizing National News
by MaryEllen O'Donohue
A recent study conducted by the Audit Bureau of Circulation raises questions about the popularity of major newspaper dailies versus their more localized counterparts. It revealed that major newspapers such as The New York Times and Washington Post had sold fewer papers than local dailies, such as the New York Post and New York Daily News. What’s more, major newspapers are already experiencing a slump due to the Internet’s impact on how consumers access news, and advertisers are allocating more money to online promotion to maximize audience reach.
As public relations professionals, we must not underestimate the appeal of more localized publications. Consumers have access to national news from a variety of media sources, including radio, television and the Internet. Yet, local stories that readers can relate to are harder to come by. Health and lifestyle reporters at regional dailies and weeklies across the country stress the importance of a local angle that speaks directly to their readership. It is no longer enough to pitch “national” news to regional dailies and weeklies, which they can obtain and run from national wire services. Whether it means highlighting key local market statistics about disease prevalence or reinforcing patient impact within a specific area, there are numerous avenues to pursue to localize national news and maximize your chances of securing local media print placements.
The right pitch—one that is targeted appropriately to local market papers, can result in a story that is effective with readers on a local level and drive action.
Posted by maryellen_o'donohue at November 7, 2006 02:05 PM
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