Mike Markson writes:
1. Local brands don’t translate online. New mediums need new brands. Localnewspaper.com doesn’t work.
2. Local markets don’t exist online for users. The web itself is an aggregator – makes everyone a neighbor. Most of the audience to newspaper.com’s come from “out of market.”
3. Local markets do exist online for advertisers. Local advertisers only want to reach local customers. The newspapers can’t deliver that (see point #2). As a result, online, the newspaper has lost its unique value proposition.