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The Local newspaper market  is a highly competitive one as there is only a limited customer base, this means that on both the advertising sales and readership is stretched making it harder to gain or retain customers meaning that the Basingstoke Observer must use certain strategies in order to stay competitive.

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The Local newspaper market  is a highly competitive one as there is only a limited customer base, this means that on both the advertising sales and readership is stretched making it harder to gain or retain customers meaning that the Basingstoke Observer must use certain strategies in order to stay competitive.

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In order to stay ahead the Basingstoke Observer must identify the dominant economic factors which in this case the main ones  are competition , number of potential customers and technological change.

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In order to stay ahead the Basingstoke Observer must identify the dominant economic factors which in this case the main ones  are competition , number of potential customers and technological change.

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The size of the local newspaper market in Basingstoke is relatively small which means that dominating market share is vital in order to succeed in this area which means that many strategies and analytical tools are needed in order for the business to flourish

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The size of the local newspaper market in Basingstoke is relatively small which means that dominating market share is vital in order to succeed in this area which means that many strategies and analytical tools are needed in order for the business to flourish

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Due to this highly competitive market a model that can be utilised very effectively is porters five forces.Porter has identified five competitive forces that shape every industry and every market. These forces determine the intensity of competition and hence the profitability and attractiveness of an industry.

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Due to this highly competitive market a model that can be utilised very effectively is porters five forces.Porter has identified five competitive forces that shape every industry and every market. These forces determine the intensity of competition and hence the profitability and attractiveness of an industry.

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I confess. I love local journalism. I love how connected, and even "old school" it makes me feel, the way it reflects the communities we live in - their interests, concerns and passions. I love the way it touches our lives and reminds us of how important our small and immediate world is.

So naturally, I've paid a lot of attention to all the speculation around the future of local journalism. Frankly, there is a lot of pessimism around the subject. There probably isn't a reporter who hasn't read or predicted that local journalism is dying. And there's a good reason for the naysayers, sadly. The collapse in print revenues - and the inability of digital monetisation to pick up the slack thus far - has had calamitous effects, even more so on local news: the closing of bureaus; the hollowing out of newsrooms and cutbacks in essential local coverage.

There's a lack of resources to create the kinds of engaging content and user experience that will attract millennials, who will be the main readers of local news in the future.

But despite the repeated chiming of the death knell, I believe local news has more than turned the corner. I am optimistic for a number of intersecting reasons - so much so that I don't think it is quixotic to assert that we are entering a new golden age of local journalism.

If you want to know what's going on in your town - whether the news is about the mayor or taxes or high school football - there is no substitute for a local newspaper

Let me explain in some more detail.

The essential role that local news will continue to play in the lives of individuals is an enduring reality; Warren Buffett said it well when he invested over $300m (£220m) in newspapers several years ago:

"If you want to know what's going on in your town - whether the news is about the mayor or taxes or high school football - there is no substitute for a local newspaper. Wherever there is a pervasive sense of community, a paper that serves the special informational needs of that community will remain indispensable... papers delivering comprehensive and reliable information to tightly bound communities and having a sensible internet strategy will remain viable for a long time."

I think it's important to maintain an open dialogue on important issues that surround our industry, so as I began thinking about my views on local journalism, I asked some of the important leaders around the world to weigh in. Grant Whitmore, executive vice-president of digital at the New York Daily News, framed his take like this:

"As so much of the country's attention is focused on what is happening at a national level, it is easy to forget that what is going in our local communities has the greatest impact on quality of life issues for ourselves and our families."

The second force for optimism is the millennial generation - the largest cohort in American history to date. I am watching their mobility, and I am encouraged. There is evidence that millennials are not moving geographically as much as their predecessor generations. There is no doubt that this will amplify and deepen their connection to their local communities, reinforcing the Buffettian argument.

What's more, these millennials are the most connected generation in human history - they've never lived in a world without the open web and they're the most globally aware as well - which means they care both about the macro world and their micro world. They obviously have no shortage of news sources - on all sides of the political spectrum - to bring them macro world news. Amir S Jan Malik, a digital marketing expert at Accenture, told me why he is so optimistic about local news - the other side of the global equation - by describing the emotional resonance that it delivers.

"Local news is fundamentally different to national news. Community spirit is inherently part of human nature and I want to know what is going on where I live both at a macro and micro level. My borough had a red sky, a burglar is at large, a new theatre is opening, a bitcoin millionaire lives in our town. How could national fulfil this requirement for people who live in fringe cities? Local media is an immortal form of media and will outlive many of the national tabloid titles."

My third reason for a glass-half-full, or mostly full, view of local news is that publishers, editors and journalists are adopting and implementing sophisticated digital experiences and platforms in a more meaningful way than five to 10 years ago. They are identifying signals and cues that will lead to more user engagement, help them understand their audience a lot better and develop shareable and searchable content. Local news providers are increasingly attuned to what their users are seeking.

Whitmore at the Daily News further described to me how his nearly 100-year old newspaper is embracing technology in a big way:

"We are continually investigating and reporting on important news events in local communities. Investing in digital is critical to this mission, as the number of our readers who choose to get their news and information via web, mobile and app continues to grow every month. This investment is an ongoing affirmation of our belief in the importance and vibrancy of local news."

Johnston Press - which was has been in local publishing since 1767 - said it really well. They have a multi-century, deep and abiding commitment to local. Jeff Moriarty, who is their chief publishing and product officer, is a passionate voice for local and I found myself nodding in violent agreement as I read this:

"We continue to play an important role in our local communities. Even in the age of social media, people still want to feel connected, to know what is going on around them, for someone to hold power to account and be an advocate for the place they live. No matter the platform, that continues to be our role."

Finally, there are technologies - including platforms like Taboola - that are providing local news sources with the ability to engage, surprise and delight their users with the most relevant content. And where discovery happens, eventually dollars follow.

I'm biased as I started Taboola 10 years ago, but I'm proud of the role we play in generating meaningful engagement for local users and in generating revenue for local journalism. We are addressing the pointed questions that Dan Colarusso, executive editor of digital for Reuters, rightly raised when he said to me that all the arguments about the value of local news to the community are accurate:

"The two big issues are: Will advertisers ever pay enough for a smaller but more specific audience that doesn't offer scale? And the other is: has social/community replaced local news forever?"

My view is that for the reasons above, and with the right technology driving relevant content, even a small, but really passionate and specific audience can be a significant driver of consistent and meaningful revenue to local publishers. While social media poses a real threat to the news category at large, I believe that in the case of local news it doesn't have to be diminishing... and it can be additive. As people are more deeply connected to neighbours and friends through social media, that will amplify their appetite to be informed about their local community.

That's why I agree with Buffett, and am grateful to insights from Grant from NYDN, Jeff from Johnston Press, Amir from Accenture and Dan from Reuters. I believe that my son - who was born few weeks ago - will be reading local news on whatever the device du jour is in the future, and will care a lot about it.
Adam Singolda is the founder and CEO of Taboola

The Independent has launched its #FinalSay campaign to demand that voters are given a voice on the final Brexit deal.

Sign our petition here

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Local newspapers will stand the test of time - here's why

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I confess. I love local journalism. I love how connected, and even "old school" it makes me feel, the way it reflects the communities we live in - their interests, concerns and passions. I love the way it touches our lives and reminds us of how important our small and immediate world is.

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Social – The newspaper has a social responsibility to produce truthful and reliable information to its customers this is a social  responsibility as people will go to the paper for local information and sources and if this information is not reliable it will not be sought after.

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Social – The newspaper has a social responsibility to produce truthful and reliable information to its customers this is a social  responsibility as people will go to the paper for local information and sources and if this information is not reliable it will not be sought after.

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In combination with a PESTLE Analysis, which reveals drivers for change in an industry, Porter’s Five Forces Analysis can reveal insights about the potential future attractiveness of the industry. changes can influence the five competitive forces and thus have impact on industry structures.

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In combination with a PESTLE Analysis, which reveals drivers for change in an industry, Porter’s Five Forces Analysis can reveal insights about the potential future attractiveness of the industry. changes can influence the five competitive forces and thus have impact on industry structures.

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In the past five years, social media has become a dominant and growing source of news and information for hundreds of millions of people around the globe. Social media is fast, it's free, and it's always with you in your pocket courtesy of your smartphone.

But social media hasn't just changed the way we consume news. It's also changed the way we create news. As a professional journalist who covers social media, I know this as well as anybody.

How, exactly, has the news industry changed thanks to the rise of services like Facebook and Twitter? In three major ways: It's gotten faster, clickier, and more personal than ever. Let me explain.
Faster
News travels fast, but social media ensures that news travels at lightning-quick speeds. Thanks to services like Twitter and Facebook-and the ability to publish news online at any time of day-the old practice of submitting a story for the morning's newspaper is all but dead. When news breaks, journalists are expected to cover it. Immediately. And social media plays a big role, because you can now publish bits of news to your followers as soon as it's available, so you don't have to wait for the full story to start sharing the news.

The benefit for journalists is that social media makes it easier to build a reputation. The standard newspaper byline now includes other elements, like Facebook and Twitter profiles where journalists can interact with readers, share unfiltered thoughts, and amass a following that can travel with them from one job to the next. The downside, though, is that moving fast means people are more prone to making mistakes, or worse, careless reporting. The race to be first is real, and moving fast doesn't always correlate with getting things right.
Clickier
Digital journalism is heavily dependent on advertising, and that means readers, or as they say in the internet age, "clicks." Social networks, particularly Facebook, can be major traffic drivers for publications looking for free online distribution. In Facebook's case, the company uses a software algorithm to determine which articles get the most distribution, and there are certain things publishers can do to help their cause. Recently Facebook has prioritized posts that include videos, particularly livestreamed videos. It has also prioritized stories that publications publish directly to the network-that means that the stories are hosted on Facebook so that users aren't clicking to head off to other websites. You may be thinking, well this doesn't generate any clicks. True, but Facebook is advertising alongside these articles and sharing that advertising revenue with the publishers as incentive.

The distribution power of Facebook means that publishers are not only changing the types of content they create (more videos), but it's also changing where that content lives online. Facebook isn't dictating what journalists consider news, but it is changing where we find that news, and in what form it is delivered.
More Personal
Social media, especially Twitter, has given journalists the chance to build a public profile that would have been extremely difficult (if not impossible) to build even 10 years ago. Twitter and Facebook allow journalists to weigh in on topics as they unfold, and the virality of social media means those comments can reach readers well outside of their industry or geography. As a journalist, having a social profile allows readers to put a face to a name, and lets them get to know you on a more personal level. The hope is that this following will enjoy your work, not just the work of your publication, and then follow you as you move along in your career. (The downside of this personalization: Social media also makes it easier for unhappy readers to reach journalists they disagree with or don't like; female journalists in particular can be the target of aggressive harassment.)

Overall, social media has done a quick job of changing a centuries-old profession. And the changes are still coming.

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Three Major Ways Social Media Is Changing Journalism

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In the past five years, social media has become a dominant and growing source of news and information for hundreds of millions of people around...

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Environmental- An example of environmental implications could be a change in the physical paper used could be change to recycled paper this would show a cleaner approach and a more environmentally friendly business as a whole.

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Environmental- An example of environmental implications could be a change in the physical paper used could be change to recycled paper this would show a cleaner approach and a more environmentally friendly business as a whole.

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Political-There are no direct political factors that affect the Basingtoke Observer it is still important to stay up to date in case in the future there is a change that directly affects the business.

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Political-There are no direct political factors that affect the Basingtoke Observer it is still important to stay up to date in case in the future there is a change that directly affects the business.

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The Basingstoke observer has had a long standing competitor in the Gazette however they focus on less local news and charge a fee for the newspaper  , however the threat of new entrants is high as a new Newspaper will be entering the market in November this will cause a stir as there is not enough advertising for both newspapers to thrive meaning only one will be left this will cause a stir however the Observer has long standing customers and contracts that will have to be upheld meaning that they should retain market share.

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The Basingstoke observer has had a long standing competitor in the Gazette however they focus on less local news and charge a fee for the newspaper  , however the threat of new entrants is high as a new Newspaper will be entering the market in November this will cause a stir as there is not enough advertising for both newspapers to thrive meaning only one will be left this will cause a stir however the Observer has long standing customers and contracts that will have to be upheld meaning that they should retain market share.

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Legal- As for any company there are certain laws that govern the decisions of the business such as the  local council and regional requirements

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Legal- As for any company there are certain laws that govern the decisions of the business such as the  local council and regional requirements

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In a constantly evolving technological age most businesses will have to take into account technological change and for print media it is no different, with the  new social media change as the main source of news for people the Basingstoke Observer has adapted to social media through websites such as twitter and Facebook.

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In a constantly evolving technological age most businesses will have to take into account technological change and for print media it is no different, with the  new social media change as the main source of news for people the Basingstoke Observer has adapted to social media through websites such as twitter and Facebook.

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Economical- Since 2010 print media and advertising has seen a steady decline however a study by the Advertising Association and Warc shows that in 2018 it has been seen to be back on the rise,the rise is a 2.8% increase on the previous year..

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Economical- Since 2010 print media and advertising has seen a steady decline however a study by the Advertising Association and Warc shows that in 2018 it has been seen to be back on the rise,the rise is a 2.8% increase on the previous year..