Local Newspapers Set To Thrive

Localism, and local newspapers, will thrive in the digital world of the information superhighway. Richard Block, planning director at JWT, told the Newspaper Society’s annual Advertising conference in Newcastle that the battle was about to commence between the global and local for the consumer’s attention in every media.

“Globalism is already out there in the form of cable and satellite. You can get news from around the world. Language is the only – I think short-term – stumbling block: Globalism will mean you will pick up the New York Times, Le Monde, the Daily Telegraph or Pravda on your screen”. Localism, however, will also thrive, partly as a reaction to globalism.

“So from a local or regional newspaper point of view, there will be a rekindling of interest to those attracted to parochial interests,” said Block. But he warned; “Newspapers have to get into the communications business – to stay alive – and thrive. Don’t fight interactivity – use it. Get on the internet, think about programming and connect with cable.”