Reshaping Media Strategies for Business Sustainability and Social Role: A Case Study of Local News Organizations
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Abstract
This research aims to explore adaptive strategies of local news organizations in the digital era, focusing on value creation processes linked to local communities. The study employed qualitative methods, including news content analysis, in-depth interviews with eight local news organizations, and action research to test content adaptation models. The findings reveal four key areas of adaptation: (1) structural adjustments to optimize limited resources, emphasizing small, multi-skilled teams capable of multi-platform content production; (2) development of community-driven content through hyperlocal storytelling strategies to establish unique identities and expand cross-platform news reporting; (3) diversification of revenue streams, including digital monetization, subscriptions, crowdfunding, and local advertising support; and (4) strengthening ties with communities by providing credible information, highlighting local issues, and facilitating problem-solving. However, challenges such as limited personnel, resources, and storytelling skills constrain content development and revenue generation. The study recommends fostering a robust local media ecosystem through governmental support in funding, technology, and capacity-building for media entrepreneurs. Systematic testing of new revenue models is essential to ensure the sustainability of local news organizations in the digital age.
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References
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