Local press advertising

There are lots and lots of local and regional papers in Spain, many are propped up by the state (the Generalitat has been paying and presumably pulping almost 10% of La Vanguardia’s sales), and most of them have little or no competition. Most will disappear over the next few years because the state is losing heart, because of increased competition from titles with better content and branding, and, most importantly, because the local advertising market is migrating to interactive media because of the higher value for money offered by customisable targeted delivery alla Google. (Report from Neil Budde here.) The Guardian in the UK is getting it right, but papers like La Vanguardia remain rooted in the old model, in which disenfranchised consumers and advertisers paid through the nose for the low value services of a monopolistic provider. It just ain’t like that on the web.

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