The Future s Bright the Future s Local Web FINAL

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The Futures Bright The Futures LocalFindings from the Carnegie UK Trusts

Neighbourhood News initiative


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ACKNOWLEDGEMENTS

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2014NeighbourhoodNews

Policy Summary

Knowledge and Culture


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1THE NEW REALITY

The market for local news in the UKhas changed forever.

Four in ten adults in the UK now

use online sources for local news,while half of local news consumersrely on the internet even morefrequently today than they did onlytwo years ago1.

Traditional business models areunder extreme pressure in this

new digital age. Many of thedifficulties experienced by the localprint media in recent years arewell known: more than 240 localnewspapers closed2; over 400million in advertising revenue lost3;the circulation of regional dailynewspapers halved in just over

a decade4; four in ten jobs in theregional press gone in five years5;and a quarter of local governmentareas now having no daily localnewspaper while a third served byonly a single provider6.

In the last year observers note a

hollowing out of editorial staff attitles rather than further closures.

There are far fewer journaliststo hold people to account incommunities, just as we may be onthe brink of greater devolution.

This is a bleak picture. It presentsa major challenge to the industrybut also to local democracy and topeoples sense of connection to theplace where they live. Good qualitylocal journalism, which investigatesand reports on politics, business,

planning, crime and social issues isa long-established, critical functionof a healthy and thriving localdemocracy. Meanwhile, reports onlocal events, stories, achievementsand personalities are vital tocitizens sense of their community

and place. If these services are lostthen the detriment is severe.

However, with challenge alsocomes opportunity.

01 The new reality


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2 THE FUTURES BRIGHT THE FUTURES LOCAL

one of the most important of thesenew types of delivery models is theemerging hyperlocal news sector.

A growing sectorThere are now nearly 500 activehyperlocal news websites acrossthe UK7, delivering 2,500 stories aweek8. These sites are the epitomeof the small, nimble, largely digitalentities that are taking over from

older intuitions.

A 2014 survey by academicsfrom Cardiff, Birmingham andWestminster Universities found thatthese sites are making a significantcontribution to their communities,closely aligned to the core

purposes of local news holdingdecision-makers to account andproviding a forum for information,connection and discussion. Thisincludes reporting on local councilmeetings, political issues, planningdecisions, and businesses, offering

listings information and coveringcommunity news and events9.

The local newspaper industry isadapting to the new circumstancesin which it finds itself and hasadopted a variety of differentapproaches to try and secure viablebusiness models in this new age.

While some approaches haveproved more successful thanothers, there is no doubt that thetraditional local newspaper industrywill continue to play a vital role in

the ecosystem of local news.

The 20th century model was fornews to be gathered and deliveredby institutions, very much shapedby the technologies available tothem. The 21st century modelshaped by new technologies is for

news to be gathered and deliveredby individuals and small specialistorganisations and networks.

Their work is often aggregated bylarge media brands.

Digital-led delivery models will fulfilan increasingly critical function inthe local media landscape and

02 The rise of hyperlocal media


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hyperlocal projects successfullyfunded and nearly 40,000 raised11.A new BBC working group on therevival of local journalism hasconfirmed it is interested in workingwith hyperlocal news providers.And Media, Community and theCreative Citizen12, a research councilfunded project launched in 2012,has brought together academicsfrom Birmingham City Universityand Cardiff University, Ofcom andexperts in hyperlocal publishingTalk About Local, to examine thepotential of the UK hyperlocal news

sector.

Hyperlocal sites offer greatpotential in helping to fill gapsin provision left by the decline intraditional models and can play acentral role in a new, thriving localnews system in the 21st century.There is a growing sense of purposearound this sector, and increasinginterest its current work and futurepotential.

Emerging interest inhyperlocals

In October 2014, a new reportby the Media Standards Trusthighlighted the role played byhyperlocal websites in fillingdemocratic deficits, the far-reachingimpact of small sums of money inthe sector, and the opportunity fora large-scale competitive fund toencourage innovation10. NESTA has

been engaged with hyperlocals fora number of years and has run twodedicated programmes targetedat the sector. Crowdfunder recentlylaunched a hyperlocal campaignto support projects to deliver localnews and information, with seven

THE RISE OF HYPERLOCAL MEDIA


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forum for discussion, scrutinise localdecision-makers, or a combinationof these? The hyperlocal sectoralso faces challenges in terms ofits sustainability and growth andbuilding critical audience mass13.

The sector is something of acottage industry with coveragelargely dependent on the time andskills of volunteers. It undoubtedlyhas many of the essential elements

of a future local news service beinglocally based, low cost, communitydriven and digital but if it is to fulfilits considerable potential then theright support is vital.

Current interventions

At present, public and charitablefinancial support for UK local mediais worth well over 250 million everyyear. This includes resources forBBC local radio, fees for statutoryadvertising in local newspapers, thelocal TV infrastructure and buy-

back subsidies and the CommunityRadio Fund.

It took newspapers several hundredyears to attain their marketdominance; the vast majority ofhyperlocal sites have been aroundfor less than ten years. It is a new,mainly non-commercial marketsegment in a sector dominated,with one or two exceptions, bylarge corporations. There remainshowever, much work to be doneif hyperlocal news is to fulfil its

potential and play an effective andwidespread role in the future oflocal news in the UK.

Consistency and scale

Hyperlocal sites have not yet grownout to cover the entire country

some areas are well served butthere are others where there areno, or very few, active sites. Thereare considerable differences inthe type and frequency of outputthat sites provide; and in how theyidentify their core purpose is itto provide information, offer a

03 The challenge for hyperlocal news


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offering community content;and the Community Radio Fund,which uses funds provided by theUK Government administeredby Ofcom to support smallcommunity radio projects. Whilehighly welcome, these specificinterventions which supportlocal community media currentlyaccount for only around 1% of theannual financial intervention in thelocal media market by government.This suggests that there remainsconsiderable scope for morefinancial support to be made

available to community media including hyperlocal websites inthe future, and this is vital if thesector is to play a more significantrole in helping to sustain highquality local news.

In addition, the Reuters Institutehas estimated that the zero-ratingof VAT on newspapers in theUK is worth an estimated 600million per annum to newspapersin reduction of their sales price,based on 2008 prices14. Clearly,a significant proportion of thistax benefit is derived by localnewspapers.

These interventions mainly supportexisting media forms of print, radioand television generally producedby large businesses.

The gap for hyperlocalsHowever, support for thecommunity media sectorincluding hyperlocal websitesis, by comparison, very limited.There are some exceptions,including the Destination Local

programme delivered by NESTAand the Technology StrategyBoard, which provides grantsto partners innovating withtechnology in local internet newsprojects; the Community Channelwhich is a national TV channel

THE CHALLENGE FOR HYPERLOCAL NEWS


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Edinburgh; and Harlow, Essex tofurther their activities and try outnew approaches. The five projectswere known as Carnegie Partners.

Table 1 below provides a briefoverview of the Carnegie Partnersin terms of their geographiccoverage and project aims:

The Carnegie UK Trust launchedNeighbourhood News in 2013to help support and grow theemerging hyperlocal news sectorand test out new delivery models.Through the project the Trustprovided 10,000 each to localnews organisations in Brixton,London; Alston, Cumbria; PortTalbot, South Wales; Wester Hailes,

04 Lessons from Neighbourhood News


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Table 1: Carnegie Partners Overview

Project Geographic area Project Aim

Brixton BloginLambeth, SouthLondon

Brixton is a vibrant,densely populated, highlyculturally, socially andeconomically diverse areaof 65,000 people in SouthLondon

Train students and new contributorsto contribute to an existing blog andprint publication

CybermoorinAlston, Cumbria

Alston is an isolatedsmall market town of1,200 people high in theCumbrian hills of NorthWest England

Overhaul an existing communitywebsite and train community reportersto contribute to it and improve localscrutiny and accountability

DigitalSentinelinWester Hailes,

Edinburgh

Wester Hailes is an areaof 13,500 homes inSouth West Edinburgh in

Scotland predominantlycomposed of high-densitysocial housing built in theearly 1970s

Resurrect in digital form a localcommunity news sheet The Sentinelthat had been shut down for some

years. Train local people to contributeto and run the site to build communitycohesion and improve the image ofthe area

Port TalbotMagnet in PortTalbot, SouthWales

Port Talbot is a smallindustrial town of 37,000people in South Wales,dominated by a largesteel works

Seed fund a print edition of the websiteof the local news co-op, the PortTalbot Magnet. Aim is to reach peoplewho arent online across a wider areathan urban Port Talbot and produce

advertising revenue leading to a self-sustaining business model

Your HarlowinHarlow, Essex

Harlow is a medium-sizednew town of over 80,000people on the borders ofEssex and Hertfordshire inSouth East England

Create a brand new news website, withsubstantial video content for Harlowto improve local civic affairs coverage.Project will build on the success ofneighbouring Your Thurrock website andwill aim to run as a sustainable entity

LESSONS FROM NEIGHBOURHOOD NEWS


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1 RETURN ON INVESTMENT

In return for a relatively low level ofinvestment, hyperlocal, grassroots

news organisations can deliver asignificant range of communitynews and information at anoutput rate comparable with moretraditional sources of local news.For example, Your Harlow produceda remarkable 275 videos in just13 months, on local issues suchflooding, the opening of a newsupermarket, and an interview withthe leader of Harlow Council.

Despite the relatively smallinvestment and the highly organicnature of the Partner projects,they delivered remarkable results in 80% of cases delivering asubstantial contribution to localplurality and civic voice.

The programme has beenevaluated by Talk About Local andfrom our work over the past twoyears we have drawn out six keylessons which can be used to informthe development of hyperlocalnews in the UK:

Chart 1: Location of Carnegie Partners


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project. In the second half of theproject, the ratio of volunteer timegrew to two full days per week,worth 222 at national wage rates,to complement the 100 per weekin labour costs. This signicantlyincreased the range of outputs

that the project was able to deliverand widened its reach within thecommunity.

2 ADDING VALUE

Hyperlocal news organisationsare adept at using funding to helpattract volunteer time and leveragepro bono input from professionaljournalists to supplement paidwages. Brixton Blog, for instance,

leveraged 112 volunteer hours(1,557 at national average hourlyrate) with 1,400 of paid labourduring the start-up phase of their

LESSONS FROM NEIGHBOURHOOD NEWS


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4 STIMULATING COMMUNITYENGAGEMENT

Local news can be used as a toolfor community engagement,development and action. Each ofthe Carnegie Partners undertookspecific activities to engage

their local communities andhelp develop new skills amongstcitizens. This included social mediaworkshops (Brixton); giving schoolchildren the chance to producelocal news stories (Wester Hailes);photosharing content (Port Talbot);and journalism training at the locallibrary (Alston).

3 FOCUS ON IMPORTANTLOCAL ISSUES

The projects participating inNeighbourhood News undertooka range of reporting which addedsignificantly to local accountabilityand democracy, backing up

previous research about theimportance of the hyperlocal sectorin this context. Topics covered bythe Carnegie Partners includedlocal transport issues (Brixton, PortTalbot); knife crime, police and fireservices (Wester Hailes); responsesto local flooding (Harlow); and acampaign to save a communityambulance (Alston). Its unlikelythat any of these stories wouldhave received news coveragewithout the hyperlocal site.

THE FUTURES BRIGHT THE FUTURES LOCAL


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11LESSONS FROM NEIGHBOURHOOD NEWS

6 WORKING TOWARDS

SUSTAINABILITY

Investing in hyperlocal news siteshas also enabled these sites tobecome increasingly sustainable.Small grants can help avoidcreating unsustainable businessmodels but can encourage

innovation and support capacitybuilding. Following theirinvolvement in NeighbourhoodNews, Brixton Blog are planninga transition to a more broadly-based community social enterprisestructure to increase capacity, andhave launched a campaign tocrowd fund a new journalist; PortTalbot Magnet have successfully

5 MANAGING A COMPLEXWORKFORCE

Funders should always bear inmind that hyperlocal communitynews organisations made upof freelancing and volunteercontributors are subject to

competing demands on theirtime, such as employment, familyand pre-existing commitments.These real-life time pressures cancause disruption in deliveringconsistent output, but they arepressures which policy makers andfunders must respect if the sectoris to be supported and grown.Recruiting individuals with skillswhich supplement core journalismskills, such as advertising salesand IT know how, which help tosustain local news projects canbe a real challenge for hyperlocal

providers. These issues can impacton news production, and again, itis important for funders to take along-term perspective and showunderstanding and tolerance to anydelays incurred.


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brought in sufficient advertisingrevenue for their latest print editionto make a small profit and theteam remain ambitious to delivera thicker, more regular newspaperin the future to complementtheir online offering; the DigitalSentinel in Wester Hailes havenow secured additional fundingfor a community reporter andplan to deliver more content whileencouraging more local people tocontribute to the site; Your Harlowssister site Your Thurrock has enteredinto a partnership with the Local

World group, which supports thesustainability of the hyperlocaloperations; and Cybermoor inAlston is continuing to developits community reporters trainingprogramme through close ties witha very successful local community

broadband project.



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13THE OPPORTUNITY FOR HYPERLOCAL NEWS AND HOW WE CAN GET THERE

Drawing on the learning from Neighbourhood News and our wider analysisof the UK local news market, it is clear that the hyperlocal news sector hasa considerable contribution to make to media provision, plurality of voice,democratic scrutiny, accountability and information provision at a locallevel. However, if this is to be achieved then support is essential to help thesector develop and grow. There are a range of opportunities for how thissupport might be provided and government, regulators, funders and thosealready delivering local news all have a critical role to play. We suggest apackage of measures to support the growth of community-led local news:

Plurality and Platform

1 The plurality debate on localnews has to date focused onmarket exit ensuring that asufcient level of plurality isretained when local newspapertitles close or merge. In thefuture, Ofcomshould welcome

grassroots hyperlocal media as apositive asset in contributing tomedia plurality. These providersbring a new voice and marketentry at low cost at a timewhen the number of voices intraditional media is shrinking. Ata community level, some local

relevant media asking questionsand bringing people together isfar better than none.

2 Ofcomshould understand thestrengths and weakness of newindependent hyperlocal media,track this new market andmeasure it accordingly as partof the new plurality regime15.Grassroots local media is as

different to conventional radio,TV, print and corporate websitesas those media are from eachother. Hyperlocal grassrootsmedia is a patchwork but coversmore towns than local TV at afraction of the cost. Ofcomspromising initial work in the

2012 Communications MarketReview needs broadeningand deepening as part of the

05 The opportunity for hyperlocal

news and how we can get there


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Financial support

4 The UK Governmentshouldstimulate hyperlocal media byreworking existing interventionsin the local news market thatare currently heavily skewedto support existing providersand can act as a barrier tomarket entry for the emerginghyperlocal sector. The Secretaryof State for Communities andLocal Government intervenedheavily to support local bloggersattending and then lming localcouncil meetings, alongsidethe traditional press. TheDepartment for Communitiesand Local Government couldalso intervene to start levellingthe playing eld on nancialsupport, for instance to permitlocal authorities to spend some(e.g. 10%) of their statutoryadvertising budgets throughhyperlocal news providers. Thisrequires a proper overviewby DCMS of the signicantmarket interventions by theUK Government in localmedia; and attaching someconditionality to what are

now support schemes such as

plurality measurement exercisethat the Department for CultureMedia and Sport has set Ofcom.

Ofcom should work withacademics and practitioners in

a quantitative and qualitativelandscape review of localgrassroots media as part of theirplurality task.

3 The UK Government shouldtake note of the remarkablenews video output of the Your

Harlow/Your Thurrock teamwhen considering local TV andask whether the huge regulatoryoverhead of broadcast local TVis worth the costs it imposes onvideo operators, leading to theirgreat difculties in deliveringlocal video economically. Or, put

another way is some local videoholding politicians to account,but of lower technical qualityand unregulated better thannone?



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15THE OPPORTUNITY FOR HYPERLOCAL NEWS AND HOW WE CAN GET THERE

6 The Big Lottery and otherrelevant fundersshould reviewand publicise how existingfunding programmes cansupport communities who want

to invest in their hyperlocalwebsite or local paper as acommunity asset. This includes:providing guidance andpublicity to make it clear thatexisting general communitysupport schemes such as BIGsAwards for All can and are

used for this purpose; invitingproposals for the developmentof local grassroots media as partof existing funding programmesthat are focused on communityengagement, cohesion and localdemocracy; and encouragingcurrent grantees supported

through relevant programmes toinclude a local news publishingelement in their projects toimprove local transparency,democracy and accountability.

statutory notices, for example,the provision of at least somepublic interest content; andsensitive rebalancing so thatundue harm is not caused to

traditional media who havebecome dependent upon theseinterventions.

5 The UK Governmentshouldconsider whether a smallproportion of the revenuesraised through proposednew tax rules for technology

companies could be reinvestedin relevant industries. Volunteer-run hyperlocal news providersrisk losing out to Googles localsearch algorithm which tendsto favour entities that are inbusiness directories with xedaddresses16. In France, Google

has provided resources toestablish a 50 million DigitalPublishing Innovation Fund.


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9 When supporting hyperlocalnews projects there are anumber of lessons that the BigLottery and other relevantfunderscan learn fromNeighbourhood News. Thisincludes: using a broadly-basedselection panel with widespreadmedia experience to reduce risk;keeping grant sizes small (5kto 15k) to avoid swamping avolunteer-led industry; givingpriority to those projectswhich have personnel at the

centre of the initiative whohave experience of journalism,publishing or story-telling andare able and willing to producecontent; focusing fundingresources on labour and skills,rather than capital as mostcommunity news projects are

able to source hardware andIT equipment from other localsupporters; and being tolerantand understanding of delaysand disruption to output whichemerge as a result of real-lifepressures on volunteers.

7 More ambitiously, the BigLottery and other relevantfundersshould consider thepotential for establishing a newfunding programme dedicatedto the hyperlocal news sector.The recent Media StandardsTrust report on local news offersvaluable ideas about howsuch a programme might beapproached, as does NESTAsDestination Local programmeand the Carnegie UK TrustNeighbourhood News initiative.

8 The National Union ofJournalistsshould considerhow it can work with employersand the government to supportits members who lose theirjobs in a news institution tobecome entrepreneurs running

hyperlocal media.



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Peer support

10The BBCshould facilitatestronger relationships withhyperlocal news providers.There are a number of waysin which the BBC, with itstrusted brand and signicantresources, can support theprovision of independent,quality local news provisionamongst hyperlocals. Thismight include: the inclusion ofcredited hyperlocal content inLocal Live newsfeeds; hostingjoint training with hyperlocals;offering content for hyperlocalsto use particularly localhistory archives; and featuringstories on hyperlocalsthemselves in order to increaseawareness of new and equallyindependent sources of localmedia.

11 Hyperlocal news projectsshould draw on learningfrom their contemporariesin the sector, including theNeighbourhood News projects.Key lessons include: manageproject workloads carefully andbuild up a broad-based team toallow project leaders to spreadcapacity and avoid burnout bytaking breaks; understand theprojects web metrics whovisits your site, how do theynd it, what are they lookingat and for how long; use morethan one platform, such asa blog and Twitter, a printednewspaper and Facebook, orvideo and Twitter, as this canincrease audience size anddeepen engagement with theoutput; and build sufcient

time into project business plansfor recruiting people who cansell advertising, which can takelonger than anticipated.

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Endnotes

1 Ofcom, News consumption in the UK: 2014 Report

London: Ofcom 2014 http://stakeholders.ofcom.

org.uk/binaries/research/tv-research/news/2014/

News_Report_2014.pdf

2 Press Gazette (2012) PG research reveals 242 local

press closures in 7 years Tuesday 30 April 2012

Press Gazette (online) http://www.pressgazette.

co.uk/node/49215[accessed November 2014]

3 The Guardian (2013) UK newspapers print ad

revenue to shrink by 400m by the end of 2014

Wednesday 19 June 2013 Guardian (online)

www.theguardian.com/media/2013/jun/19/uk-

newspapers-print-ad[accessed November 2014]

4 Communic@tions Management Inc., Daily

Newspaper Circulation Trends 2000-2013

Canada, United States, United Kingdom: Can daily

newspaper brands survive the decline (and likely

disappearance) of the printed product?Canada:Communic@tions Management Inc. 2013 http://

media-cmi.com/downloads/CMI_Discussion_

Paper_Circulation_Trends_102813.pdf

5 Moore, M.,Addressing the Democratic Deficit

in Local News through Positive Plurality: Or, why

we need a UK alternative of the Knight News

Challenge, London: Media Standards Trust 2014

http://mediastandardstrust.org/wp-content/

uploads/2014/10/Positive-Plurality-policy-

paper-9-10-14.pdf

6 Media Reform Coalition, The Elephant in the

RoomLondon: Media Reform Coalition 2014

http://www.mediareform.org.uk/wp-content/

uploads/2014/04/ElephantintheroomFinalfinal.pdf

7 Harte, D., Hyperlocal Publishing in the UK A 2013

Snapshot 2013 http://daveharte.com/hyperlocal/

hyperlocal-publishing-in-the-uk-a-2013-snapshot/

[accessed November 2014]

8 Ofcom, Communications Market Report 2012

London: Ofcom 2012 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr12/CMR_

UK_2012.pdf

9 Williams, A., S. Barnett and J. Townsend, The

State of Hyperlocal Community News in the UK:

Findings from a survey of practitioners2014 http://

www.communityjournalism.co.uk/wp-content/

uploads/2014/07/Hyperlocal-Community-News-in-

the-UK-Final-Final.pdf[accessed November 2014]

10 Moore. M.,Addressing the Democratic Deficit

in Local News through Positive PluralityLondon: Media Standards Trust 2014



paper-9-10-14.pdf

11 Crowdfunder, The Hyperlocal Campaign

http://www.crowdfunder.co.uk/campaign/

hyperlocal/ [accessed November 2014]

12 Media, Community and the Creative Citizen http://

creativecitizens.co.uk/[accessed November 2014]

13 Moore, M.,Addressing the Democratic Deficit

in Local News through Positive Plurality: Or, why

we need a UK alternative of the Knight News

Challenge London: Media Standards Trust 2014



paper-9-10-14.pdf

14 UK Parliament, House of Lords (2013) Unrevised

transcript of evidence taken before The Select

Committee on Communications Inquiry on

Media Pluralityhttp://www.parliament.uk/documents/lords-committees/communications/

Mediaplurality/ucCOMMS180613ev2.pdf

[accessed November 2014]

15 Ofcom, Media plurality measurement framework

call for inputsLondon: Ofcom 2014http://

stakeholders.ofcom.org.uk/binaries/research/tv-

research/news/2014/News_Report_2014.pdf

16 The Guardian (2012) Geotagging: how local

bloggers can help us escape Starbucks Street

Thursday 19 July 2012 Guardian (online) http://www.theguardian.com/technology/2012/jul/19/

geotag-google-mobile-search [accessed

November 2014]



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Notes



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The Carnegie UK Trust works to improve the lives of people throughout the UK and

Ireland, by changing minds through influencing policy, and by changing lives through

innovative practice and partnership work.

The Carnegie UK Trust was established by Scots-American philanthropist AndrewCarnegie in 1913.

Andrew Carnegie House, Pittencrieff Street, Dunfermline, KY12 8AW

Tel: +44 (0)1383 721445

Fax: +44 (0)1383 749799

Email: [email protected]

www.carnegieuktrust.org.uk

This report was written by Douglas White, Lauren Pennycook,

William Perrin and Sarah Hartley

December 2014

Carnegie United Kingdom Trust

Scottish charity SC 012799 operating in the UK and Ireland

Incorporated by Royal Charter 1917

Carnegie UK Trust

@CarnegieUKTrust

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