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

49 Pages Posted: 21 Nov 2013 Last revised: 22 May 2019

See all articles by Lisa M. George

Lisa M. George

Hunter College, CUNY; The Graduate Center, CUNY

Christiaan Hogendorn

Wesleyan University - Department of Economics

Date Written: February 12, 2019

Abstract

We examine how placement of geo-targeted local news links on Google News affected local news consumption. Using a sample of news visits by 36,876 US households before and after a Google News design change, we fi nd that aggregation increased the level and share of local news consumed online. Magnitudes are modest: consumption of local news among heavy Google News users rose by 25% after the redesign, but from a low base. We find that geo-targeting increased weekly consumption variety and reduced concentration among local outlets. However, we find no evidence for an aggregate increase in variety, suggesting that aggregators play a limited role in product discovery.

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 (February 12, 2019). 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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