There's Power in Local
Posted in: UncategorizedMy morning commute always finds me passing up New York’s endless stream of breakfast options for the same deli just a few blocks from my apartment. While I am limiting myself, I know what I’m getting when I walk through that door each morning.
I know that my bagel will be fresh. I know the friendly faces behind the counter (a family from the neighborhood). And by now, they know me — and my order. Everyone can appreciate the value of having a trusted go-to in his or her daily routine, right? Having that built-in assurance is precisely why consumers turn to local media as a preferred outlet for news and information.
People will always have the need and desire to be connected to what’s happening in their own communities. In the last few years we’ve seen a rising interest in and focus on local audiences and communities. It has manifested in location-based recommendation engines such as Yelp that empower audiences to explore locally; advances in location-based targeting technology (such as geo-fencing down to areas the size of a football field); and an increasing need for advertisers to deliver “here-and-now” relevant messaging.
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