Insights, tools and research to advance journalism

To stay differentiated, local and regional publishers should tread carefully while pursuing viral traffic

Alison Gow

Editor for digital innovation at Trinity Mirror Alison Gow writes words of warning for local and regional publishers who may try to tack on to viral posts like BuzzFeed’s #TheDress. While it may work a little for national publications “because the pool they fish in is both deep and wide,” audiences are drawn to local publications for different reasons. Writes Gow: “If a brand’s unique selling point is its locality and ties with the area it covers, that should be protected as it has lasting value and impact.”

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

Featured topics

Go deeper on…

Dive deep on everything we produce about these key topics.

Strategy Studies

The best practices for innovation within news organizations

This Strategy Study presents examples and insights about journalism innovation, offering actionable advice and methods to move your journalism and business forward.