“One of the things that we’ve uncovered is that local matters, so the context of what you’re doing in terms of the wrapper that consumers see the ad experience in – it does matter to consumers,” Mr. Vogel said.
“So they have a different experience with a national brand that tags Chicago or a national brand that tags Los Angeles versus something that is inherently local to Chicago or Los Angeles,” he said.
“We’re very focused on what matters to local consumers because we think in our markets that’s going to be very valuable for us going forward.”
When it comes to content, consumers trust local news sources. The study found a two-to-one margin that consumers prefer local news to national news based on characteristics such as credibility and trust.
– Andy Vogel, 2012