Local News Online: Aggregators, Geo-Targeting and the Market for Local News

36 Pages Posted: 21 Nov 2013  

Lisa Megargle George

Hunter College, CUNY; The Graduate Center, CUNY

Christiaan Hogendorn

Wesleyan University - Department of Economics

Date Written: November 1, 2013

Abstract

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

Suggested Citation

George, Lisa Megargle and Hogendorn, Christiaan, Local News Online: Aggregators, Geo-Targeting and the Market for Local News (November 1, 2013). Available at SSRN: https://ssrn.com/abstract=2357586 or http://dx.doi.org/10.2139/ssrn.2357586

Lisa Megargle George (Contact Author)

Hunter College, CUNY ( email )

695 Park Avenue
New York, NY 10065
United States

The Graduate Center, CUNY ( email )

365 Fifth Avenue
New York,, NY 10016
United States

Christiaan Hogendorn

Wesleyan University - Department of Economics ( email )

238 Church Street
Middletown, CT 06459-0007
United States
860-685-2108 (Phone)
860-685-2301 (Fax)

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