By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    data analytics in sports industry
    Here’s How Data Analytics In Sports Is Changing The Game
    6 Min Read
    data analytics on nursing career
    Advances in Data Analytics Are Rapidly Transforming Nursing
    8 Min Read
    data analytics reveals the benefits of MBA
    Data Analytics Technology Proves Benefits of an MBA
    9 Min Read
    data-driven image seo
    Data Analytics Helps Marketers Substantially Boost Image SEO
    8 Min Read
    construction analytics
    5 Benefits of Analytics to Manage Commercial Construction
    5 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Is Global the New Local?
Share
Notification Show More
Latest News
data analytics in sports industry
Here’s How Data Analytics In Sports Is Changing The Game
Big Data
data analytics on nursing career
Advances in Data Analytics Are Rapidly Transforming Nursing
Analytics
data analytics reveals the benefits of MBA
Data Analytics Technology Proves Benefits of an MBA
Analytics
anti-spoofing tips
Anti-Spoofing is Crucial for Data-Driven Businesses
Security
ai in software development
3 AI-Based Strategies to Develop Software in Uncertain Times
Software
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Uncategorized > Is Global the New Local?
Uncategorized

Is Global the New Local?

Daniel Tunkelang
Last updated: 2009/03/07 at 5:54 PM
Daniel Tunkelang
4 Min Read
SHARE

I was just reading a nice article by Mike Elgan in Computerworld entitled “Why global is the new ‘local‘”.

He starts off by talking about the transformations happening in radio:

“Local” radio stations are going national, and even international. That sounds like an opportunity for the stations — they can now reach a larger potential audience for advertisers. But in reality, it’s a problem. The whole radio business model is built around pandering to local community groups, small businesses, area schools and, above all, local listeners. So how do you pander to the old audience without alienating the new one?

He then goes on to explain how the same problem applies to newspapers:

More Read

big data improves

3 Ways Big Data Improves Leadership Within Companies

IT Is Not Analytics. Here’s Why.
Romney Invokes Analytics in Rebuke of Trump
WEF Davos 2016: Top 100 CEO bloggers
In Memoriam: Robin Fray Carey

Now you can get local news anywhere. Look, for example, at Lodi, Calif., a medium-size city of about 63,000 people. (You may recall the town from a 1969 Creedence Clearwater Revival song.)

Search Google News for “Lodi” and there it is: more than 4,000 news stories, organized roughly by importance. Getting Lodi news on Google is faster, cheaper, more comprehensive and, well, better than the local Lodi paper. You can get Lodi news even if you’re i…

I was just reading a nice article by Mike Elgan in Computerworld entitled “Why global is the new ‘local‘”.

He starts off by talking about the transformations happening in radio:

“Local” radio stations are going national, and even international. That sounds like an opportunity for the stations — they can now reach a larger potential audience for advertisers. But in reality, it’s a problem. The whole radio business model is built around pandering to local community groups, small businesses, area schools and, above all, local listeners. So how do you pander to the old audience without alienating the new one?

He then goes on to explain how the same problem applies to newspapers:

Now you can get local news anywhere. Look, for example, at Lodi, Calif., a medium-size city of about 63,000 people. (You may recall the town from a 1969 Creedence Clearwater Revival song.)

Search Google News for “Lodi” and there it is: more than 4,000 news stories, organized roughly by importance. Getting Lodi news on Google is faster, cheaper, more comprehensive and, well, better than the local Lodi paper. You can get Lodi news even if you’re in Timbuktu. And, of course, you can get county, state, national and international news everywhere. Even if you’re stuck in Lodi.

And here is the money shot:

What’s really going on is that the Internet is punishing inefficiency.

His analysis strikes me as brutally accurate. As much as I criticize  the ad-supported model in general and Google’s role in devaluing online content in particular, I think that Elgan does a great job of explaining what may be one of the the news industry’s biggest contributions to its own malaise. Indeed, for all of the hype about hyperlocal news, I suspect that the winners in this market will be news providers or aggregators that don’t focus on local news but rather let users find whatever they want.

In an unsuccessful City Council run, Tip O’Neill received the famous advice from his father that “All politics is local.” That was surely true in the 1930s, but the world had changed a bit in seven decades.

Fittingly, Elgan concludes his article:

Nothing is local anymore. And it’s a huge opportunity. The new mantra should be: Cover local events exclusively, but for a global audience.

Link to original post

Daniel Tunkelang March 7, 2009
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

data analytics in sports industry
Here’s How Data Analytics In Sports Is Changing The Game
Big Data
data analytics on nursing career
Advances in Data Analytics Are Rapidly Transforming Nursing
Analytics
data analytics reveals the benefits of MBA
Data Analytics Technology Proves Benefits of an MBA
Analytics
anti-spoofing tips
Anti-Spoofing is Crucial for Data-Driven Businesses
Security

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

big data improves
Big DataJobsKnowledge ManagementUncategorized

3 Ways Big Data Improves Leadership Within Companies

6 Min Read
Image
Uncategorized

IT Is Not Analytics. Here’s Why.

7 Min Read

Romney Invokes Analytics in Rebuke of Trump

4 Min Read

WEF Davos 2016: Top 100 CEO bloggers

14 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive
ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?