Second case study: Network Creation Games (a.k.a. Local Connection Games)
The Local Connection (Presented)
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Transcript of The Local Connection (Presented)
![Page 1: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/1.jpg)
![Page 2: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/2.jpg)
WE ARE LOCAL MEDIA
![Page 3: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/3.jpg)
LOCAL MEDIA: THREE KEY BENEFITS
![Page 4: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/4.jpg)
Source: Future Foundation
THE INCREASING IMPORTANCE OF LOCAL
![Page 5: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/5.jpg)
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
![Page 6: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/6.jpg)
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
![Page 7: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/7.jpg)
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
![Page 8: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/8.jpg)
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
![Page 9: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/9.jpg)
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
![Page 10: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/10.jpg)
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
![Page 11: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/11.jpg)
Source: Newspaper Society – Loving Local Survey
PROVIDES INHERENT AFFINITY
![Page 12: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/12.jpg)
Source: Newspaper Society – Loving Local Survey
PROVIDES INHERENT AFFINITY
![Page 13: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/13.jpg)
Source: Newspaper Society – Loving Local Survey
A MORE RECEPTIVE AUDIENCE
![Page 14: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/14.jpg)
Source: Newspaper Society – Loving Local Survey
INFLUENCES DECISION MAKING
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LOCAL MEDIA: THREE KEY BENEFITS
![Page 16: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/16.jpg)
Source: IPA Touchpoints 4 Expanded Hub. Base: AIR for newspapers, weekly reach for other media. Local excludes London papers/ Daily Record/Metro.
LOCAL MEDIA LEADS THE CONVERSATION
![Page 17: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/17.jpg)
Source: Newspaper Society – Loving Local Survey
DRIVES ACTION
![Page 18: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/18.jpg)
Source: Newspaper Society – Loving Local Survey
DRIVES ACTION
![Page 19: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/19.jpg)
LOCAL MEDIA: THREE KEY BENEFITS
![Page 20: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/20.jpg)
Source: Rural Innovation Report
RURAL READERSRurally basedCountry pursuitsOrganic food preferencesLocal suppliers
4 AUDIENCE CLUSTERS
![Page 21: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/21.jpg)
Source: Rural Innovation Report
RURAL READERSRurally basedCountry pursuitsOrganic food preferencesLocal suppliers
SUBURBAN BOOMERSFamily householdProud home ownersVery industriousValue independentFinancially stable
4 AUDIENCE CLUSTERS
![Page 22: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/22.jpg)
Source: Rural Innovation Report
RURAL READERSRurally basedCountry pursuitsOrganic food preferencesLocal suppliers
SUBURBAN BOOMERSFamily householdProud home ownersVery industriousValue independentFinancially stable
THRIFTY 50SScattered neighbourhoodsPrice drivenCareful with moneyHoliday in the UKApproaching retirement
4 AUDIENCE CLUSTERS
![Page 23: The Local Connection (Presented)](https://reader031.fdocuments.us/reader031/viewer/2022030308/58f3554c1a28abbb718b4587/html5/thumbnails/23.jpg)
Source: Rural Innovation Report
RURAL READERSRurally basedCountry pursuitsOrganic food preferencesLocal suppliers
SUBURBAN BOOMERSFamily householdProud home ownersVery industriousValue independentFinancially stable
THRIFTY 50SScattered neighbourhoodsPrice drivenCareful with moneyHoliday in the UKApproaching retirement
CITY DWELLERSEstablished big town/citiesYounger audience basePopulation is quite transientHigh take up of technology
4 AUDIENCE CLUSTERS
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BESPOKE CREATIVE FOR EACH LOCALITY
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OUR VISION
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OUR VISION
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OUR VISION
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OUR VISION
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AUDIENCE CONTENT CREATORS MEDIA CONSUMPTION
10m
11m
20m
8m
10%
90%
75%
25%
10%
90%
50%50%
DIGITALPRINT DIGITALPRINTUSERSJOURNALISTS
OUR VISION
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THREE KEY BENEFITS