The lure of local media

As online publishing goes the same way that newspapers, television, and radio did, hyperlocal news apps are attracting investors

More than 20 years ago, in February 2001, Dainik Bhaskar conducted workshops for over a hundred dealers in cities across Haryana, where it had launched new editions. The idea was to convince television, automobile and spare parts dealers that advertising will increase walk-ins and sales.

Local dealers who had advertised with Dainik Bhaskar earlier shared their experiences. In the same year, Radio City, Mid-Day and a dozen other media brands ran workshops, promotions and what not to attract the local jeweller, utensil makers and coaching institutes, among others. Most of these players were launching hyperlocal brands and mobilising local advertising in