How the digitization of local newspapers can be successful

It wasn't that long ago that local newspapers were almost without competition. Warren Buffett once said that the local newspaper is an impregnable fortress.‍

‍The world has changed a lot since then. The future of local media has become extremely uncertain. The reason for this is the transition to a digital and mobile media universe.‍

‍Nevertheless - this change is not an automatic death blow for local newspapers. ‍

‍Local newspapers can thrive even in a digitally driven world. This is exactly why I want to dive deeper into this topic in this article. Together, we will examine current problems, success factors and new business models for local newspapers.

Local newspapers are not yet up to the digital challenge

The digitization of newspapers did not happen overnight. Since the 1990s, local newspaper publishers have been working on this thing, which is called the Internet. Internet news saw a rapid rise, and some local newspaper publishers set up their own websites to publish their articles. The Rise of social media However, this led to many local newspapers starting to drive traffic through likes and clicks.

As a result, however, local newspapers became a shadow of their former self. They found that the endless quest for clicks and likes was no effective strategy in the long term was. In addition, many were forced to merge with larger daily newspapers in the hope of remaining present in their local scenes.

Local newspapers look completely different today. According to one from Columbia University Tow Center published study On average, only 17% of articles in local newspapers are about local topics. There used to be journalists who reported in detail about local politics or the latest decision of the district court. In many places today, this is a remnant from another era.

A weak local presence is one thing. Another is the fact that many local newspapers have still not internalized the digital revolution. According to the same study, 12% of local newspapers still don't have their own website. There could be several reasons for this. For example, too little money or too little technical assistance. Regardless, however, these publications forego the ability to publish their content on their own websites.

This is partly due to the rise of social media. For example, around 34% of local newspapers that don't have a website created a Facebook profile. In total, as many as 80% of local newspaper publishers have a presence on the world's largest social network.

Why First, it's easy to create a presence on Facebook. In addition, the sheer size of the network is extremely attractive. Nevertheless, the rise in fake news in particular should not leave local newspaper publishers unaffected. This is because Facebook can place their content next to fake or false content.

In addition, many local newspaper publishers still rely on responsive websites instead of their own apps. A study shows that 84% of local newspapers use websites and only 27% use apps. Although a presence on social media channels is better than no presence at all, news apps offer many advantages.

How local newspapers can master digitization

Many local newspapers could do much more when it comes to using digital technologies. Your readers are eagerly awaiting it. It also allows you to leave more income on the table.

Fortunately, you can start taking action today. For example, they can focus on changing their monetization strategy and growing their readership. Loud Nieman Journalism Lab This restructuring amounts to the implementation of three key points.

1. Generate higher revenue from digital sources compared to print media.
2. Generate higher subscription income compared to advertising revenue.
3. Net sales growth, with the general goal of generating more digital revenue to offset falling print revenues.

These milestones are focused on getting higher digital revenue from readers themselves. This is significantly different from the old model, where newspapers relied on advertisers to generate the majority of revenue. There are various ways that local newspapers can achieve these milestones. Here is a selection:

• Younger and diverse target groups addressed by readers. Die Texas Tribune This achieved almost 8x more visitors per month.
• To offer subscribers more opportunities to get involved in the editorial team and get involved. One idea is that your journalists Live chats on Facebook Organize for a specific story. As a publisher, you can also create videos that give readers a look behind the scenes of their newsrooms.
• Die Newsletter subscribers increase. Email newsletters can be an excellent strategy because they connect directly to engagement and new subscription deals.
• Create new internal structures. Drag a close cooperation between editorial and digital production under consideration. This can help you reach those three milestones faster.
• Consider adding value to your audience in new ways. A great way is apps. Newsrooms that use apps can distribute content that closely matches readers' interests and geographic locations.
• Use more social media. Social media can help you connect very closely with your readers.

A proactive approach with the points mentioned above can help you drive your own digitization forward. However, you should definitely try out these ideas step by step. That is much better than on a perfect Strategy to wait.

New business models for local newspapers

Local newspapers must act quickly and boldly to achieve these three milestones and make a digital transformation.

However, newspapers should also consider developing alternative sources of income. There is a wide range of options here. Things like events, e-commerce, customer-specific publications, and internal marketing companies are relevant.

I would like to take this opportunity to present three case studies from a recently published Present the Reuters Institute report. These local newspapers have successfully worked with alternative sources of income and have made significant progress on the path to digital transformation.

Westfalenpost

First of all, there would be the Westfalenpost. Westfalenpost, based in South Westphalia, is a regional daily newspaper in Germany. In order to find its way in this digitalized world, Westfalenpost has taken various initiatives.

On the one hand, the newspaper opted for a multimedia approach to its content. For example, she uses podcasts and videos to deliver high-quality content to her readership.

She also made the decision to set up a central newsroom. This means that it produces online content that can be shared by all newspapers and adapted to local markets. The newspaper even publishes a few trade journals that focus on specific interests. For example, one of her magazines focuses on sustainable travel.

These changes have helped Westfalenpost to transform itself into a digital flagship company. It shifted its business model, which had previously focused on selling print media. It now generates significant income from its online offerings. Of course, Westfalenpost continues to experiment.

Yet it is already a great example of a local newspaper that has successfully bridged the digital divide.

Main-Post

Another excellent example is the Main-Post. This is another regional newspaper in Germany which, like many others, also a paid paywall introduced. With this paywall model, website visitors can view multiple articles before signing up for a subscription.

Main-Post has also achieved great success in developing its own apps. One example of this is the popular e-paper app with 8,000 subscribers. A dedicated app for up-to-date news has also quickly achieved remarkable traction.

The key lesson from the Main-Post? It has not hesitated to make use of various business models and mobile technologies. As a result of these efforts, Main-Post now offers its readers significant added value.

NOZ media

Last but not least, you should NOZ media watch. In fact, the newspaper has an exciting and loyal Facebook community.

But not only that, it also offers digital ticket and market places for regional providers in Germany. This may seem like a “non-traditional” role for a regional newspaper. However, NOZ Media has found that these options are very well received by their readers. In addition, the newspaper even offers helpful Sites for selling dogs and horses on.

Conclusion

Which of these should you take to heart? As a publisher, you shouldn't be afraid to challenge the status quo. That way, you'll find your next way to generate new digital revenue.

Finally, I have a quote for you that sums up the digital opportunities for local newspapers.

"Local newspapers should develop new approaches that emphasize multimedia distribution, distinctive local content, collaboration and the user experience, while recognizing the value of efficient production and commercial strategies."

Joy Jenkins, assistant professor at the University of Tennessee School of Journalism and Electronic Media.

Of course, this is all easier said than done. Nevertheless, now is the best time to start. I hope you will remain flexible and have the courage to experiment with new possibilities. In this way, you are guaranteed to invest wisely in the future of your newspaper.

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To get started, consider using a digital publishing platform like Purpel DS, which has an intelligent CMS and highly efficient multichannel workflows. Request a free demo and find out how we can help your local newspaper succeed in the digital world.