Not much has changed about the economics of local news. It’s still a slog. But executives in the space say they see an opportunity — and an audience begging for news.
| An unlikely trend is developing in the media industry: people think they can make real money from local news. Axios will release newsletters in four markets early next year. Former CEO of Atlas Obscura David Plotz is launching a podcast company called City Cast that will produce local news audio shows. And hyperlocal publisher Patch is seeing direct sales grow as readers increase their interest in what is happening in their communities. But in general, not much has changed about the economics of local news. It’s still a slog. Executives in the space, however, say they see an opportunity — and an audience begging for news. Read more below. “The only route that we could see for local to work would be to go in relatively small with clear-eyed expectations,” said Axios CEO Jim VandeHei. For Digiday+ members, the pandemic has upped the urgency for networks to pivot to streaming, but lower linear profits require more belt-tightening in the process. BuzzFeed's official Sex and Love vertical is scheduled to launch in the first quarter of next year. But before that launch it already has a commerce play in market. Marketers want the ability to be flexible and reactive to the current climate, be it a new surge of coronavirus cases or a worsening recession. Other things to know about From automating TV advertising to what the pandemic has taught TV buyers, we’ll offer honest insight and practical tips into what’s ahead for TV at the Digiday Future of TV Summit LIVE. See what else we’ll be covering and secure your spot today. In this new guide, learn how publishers can leverage audience data to help craft direct deals with advertisers and make decisions surrounding ad formats and creative offerings. Sponsored by Celtra. | | |
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howdy! | Sponsored by LiveRamp | | The future of identity and addressability is people-based IDs | | While the advertising ecosystem is accustomed to change, the past 10 months have created plenty of uncertainty among brands, agencies and publishers. For a sustainable future, brands and publishers need to establish and communicate their value exchanges effectively so consumers are aware they are sharing their data in exchange for personalized content, services and experiences. | | |
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