Local News Online: Aggregators, Geo-Targeting and the Market for Local News
36 Pages Posted: 21 Nov 2013
Date Written: November 1, 2013
We examine the effect of aggregating local news links on visits to news outlets. Using a sample of news visits by 43,087 US households before and after a Google News design change, we find that adding geo-targeted links increases both the level and share of local news consumed online. The magnitude is small: local news visits increase by less than 1% and the likelihood of a local news visit increases by 4-6% from a low baseline. The redesign also increases the local share of visits and referrals to outlets, indicating that aggregation can alter both the size and composition of the local media audience.
Keywords: Communications, Media, Internet, News, Advertising
JEL Classification: D22, L13, L82
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