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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.”

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