Over the last few years, the UK has seen many launches of online local media services that attempt to deliver hyperlocal content. But traditional media providers have found it hard to adjust their high-cost models to a sufficiently local area. Meanwhile, hyperlocal bloggers find it difficult to develop a critical mass of audience and to define the right business models to grow their offers into more sustainable services. Little evidence is publicly available on the success or failure of these services.
This review offers an insight into a diverse, creative and emerging sector. To our knowledge, this is the first time that such a comprehensive review has been undertaken. We hope that this review will encourage an appetite for a greater understanding of hyperlocal media from both industry and policymakers.
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