Why Big Media can never win the hyperlocal markets

It's pretty simple. Big Media outlets (like the New York Times) are not designed to exploit the opportunities that hyperlocal presents. They are just too big, too clumsy, too ravenous, and far too impatient. And they aren't meant to manage a portfolio of tiny projects.

That leaves all those opportunities on the ground for entrepreneurs (especially all those veteran reporters that the Big Media keep putting on the street) and for mobile publicists. The NYT may scoff at a revenue stream in the six figures. But for your average solo communicator, that's a nice living.

The NYT officially surrendered this turf when it announced that it will shut down The Local, its experiment with hyperlocal. Here's what Jim Schachter, the Times associate managing editor who oversaw The Local, told Steve Myers at Poynter:

This particular set of experiments was something that the digital leadership at the Times was very hot about when we started, and there’s been many turns of the screw since then. … Clearly, hyperlocal is not what the New York Times’ business is about. … I think the New York Times should not be investing a lot of editorial energy in hyperlocal in New York City.

Schachter: ‘Hyperlocal is not what the New York Times’ business is about’ | Poynter