Blog: The Need for Positive, Localized Content
Jon Henderson, SNAP Newspaper Group COO
The lack of local content remains shockingly evident across the vast majority of Mass Media and information sources. One needs to spend just a few minutes in front of a television, tablet or computer to notice the overwhelming presence of Global content served up from journalist/bloggers in far off cities, published by those with interests drastically different from the local consumer.
Traditional media does not allow for content to flow of its own accord; it has become bogged down by cost containment initiatives, and the limitation to the sensational and often negative national “news” stories. The cost cutting measures have been directed at the local “beat” writer level – eliminating local content in exchange for Associated Press or Wire Service content from other regions. The agencies that ‘push’ global or national content have long been the dominating players in the field, but this is changing, and changing faster than you think.
For SNAP Newspaper Group the focus has always been on positive content – showcasing the life, entertainment and spirit within the community. By focusing on the positive and covering core elements of the community SNAP has been able to effectively change the way in which “news” is both delivered and consumed. The result is 100% original, positive content from that community. Most importantly, SNAP listens to the community and its readers alike, and reacts to these needs directly through its content.
Unlike many would be local providers; SNAP doesn’t rely on third-party content aggregators or other news organizations to piece together non-local stories. To date, SNAP has produced more than a quarter of a million original good news stories and 1.5 million high-quality photographs helping to spawn the SNAP movement.
While the primary focus at SNAP has always been supporting the community and producing true engagement for its readers, the SNAP model continues to exceed expectation. With key advertisers ranging from major financial services and banks to local automotive dealers, SNAP’s ability to integrate advertisers into the community-focused experience and placing them where consumers live, eat and play is proving to be highly successful and cost-effective and effective for its partners.