Hyperlocal revenues across UK and Europe

Developing a path to sustainability and resilience

Why?

Value of UK hyperlocal ad market £23 million is spent by small businesses on advertising on hyperlocal websites- so what’s the story?Need for a comprehensive investigation on the current and emerging revenue streams available to hyperlocal publishers

Objectives

An analysis of current and emerging revenue streams AND of the different web-based platforms being developed to facilitate these via

○ mapping of activity 30 case studies: UK, France, Netherlands, Belgium, Sweden, Denmark, Germany

○ examining changes to wider advertising and online payment industry

Objectives

●viable - fulfilling a demand or perceived need for content

●sustainable - able to sustain a flow of content to meet need over time, and likely to draw some ‘money’ as a wage, cover expenses and/or cover costs

●resilient - being able to sustain a flow of content and make profit, or grow/scale

Objectives

Guidance for hyperlocal publishers in relation to how they are structured (organisational structure) and the benefits and implications of:

○ different revenue streams and which ones are most feasible / reliable / lucrative

○ the technical process of utilising different online payment platforms

○ applying for funding (i.e. charitable / venture)

Recommendations

Industry and policy makers: gaps/opps/growth ○ Reuter’s Institute project ○ Dave Harte Hyperlocal Publishing in the UK○ Tow Knight Centre for Entrepreneurial

Journalism and Geraldine R Dodge Foundation report

○ Build on Sustainable Business Models in Journalism

Revenue streams

AdvertisingSalesInvestmentsCrowdfunding or donationsSelling other servicesSelling data

Affiliate marketingNon monetary exchangeOthers

Report

Collaboration between Nesta, the University of Central Lancashire’s (UCLan) Media Innovation Studio and J-lab which is based at Hogeschool Utrecht in the Netherlands with Ouest MediaLab, Nantes Published January 2016 @cecook @jkostreche @pietbakker @girlondon