Jason Klein in AdAge reports that many players in the content business are building new websites to provide “hyperlocal”
Despite all the furious activity in hyperlocal media, heavy consumers of local news still turn to local TV news most often, according to a new Nielsen study commissioned by the Newspaper National Network. Local community news sites like Patch, EveryBlock.com and Outside.in are gaining ground.
They’re already used weekly by 38% of “localists,” which the study defined as people regularly consuming content in at least four areas of local news: community events, community news, local government, local business, shopping, finance, sports and real estate.
But 91% of localists watch local TV news at least once a week, the study found, followed by print newspapers, which get at least weekly perusal by 80% of 1,000 localists surveyed; local radio stations, which get 79%; local newspaper websites at 61%; and local TV station websites at 59%.