Draft Hyperlocal Association Blueprint
Introduction
This document presents an initial concept for a hyperlocal association. It collates
feedback from key collaborators and is intended as a starting point for more
detailed input and feedback, and then to provide the founder/CEO with a clear
understanding of the initial thinking behind the creation of a Hyperlocal
association.
Context
Local media is a critical element of the media landscape in Australia and is clearly
associated with the broader civic health of communities1
. Hyperlocal journalism
provides a platform for targeted news, important to specific communities. It tells
the stories that matter to local communities, advocates for them and contributes
to social and community cohesiveness2
.
But the availability of local news in Australia has declined in recent years.
Journalism and news media everywhere are undergoing massive change which
will remain constant and unpredictable and is having a substantial impact on the
availability of local news. This places new pressures on the ways and means of
generating quality journalism. Technology, new business models and changing
consumer habits are all playing a role, but the demand and need for accurate,
evidence-based journalism is stronger than ever.
The challenges hyperlocal news media face are:
• Having the varied skills and capabilities required to perform the
governance, administrative and editorial elements of a hyperlocal news
organisation
• Building a diverse range of revenue streams such as advertising, audience
generated income, services and e-commerce to create a sustainable
business model
• Finding the optimal technology to effectively reach a wide audience and
monetise outputs.
• Finding staff with the flexible, entrepreneurial mindset needed to
continually experiment and adapt to keep the organization growing.
1 Simons, M & Dickson, G 2019. Availability of local news and information. Public Interest
Journalism association 2019 State of the Regions Report (link)
2 Bowd K 2012. Considering the consequences: Australian country newspapers and news
impact on communities. Rural Society 21(2): 126-135
Definition
Hyperlocal media is defined as a print and/or online organisation which is:
• community-focused,
• independently owned* and original,
• covering public interest news and important local issues, and
• working at a local geographic level.
*Many existing hyperlocal media is founded and/or funded by council. While such
organisations are not automatically excluded because of this, a case by case
assessment will be made as to whether they meet the definition above and
membership requirements below, particularly focused on the question of
independence.
Purpose/vision
The association will aim to create a thriving hyperlocal news industry in Australia.
It will ensure local audiences are served with original local public interest news,
coverage of important local issues and accountability. It will help to ensure that
news “deserts” in Australia are eliminated.
It will do this by helping existing hyperlocal media to survive and grow and to
encourage new hyperlocal media entrants by providing capacity building
support, expert advice and access to critical third party services.
Membership
The association would utilise a membership model. Membership will be open to
hyperlocal news media, from start-ups to established organisations; for profits
and non-profits; committed volunteers to entrepreneurs.
All members will be required to:
• Be community focused and work to represent the views of their
communities
• Promote civic engagement and government accountability
• Provide communities with information that is relevant, timely and useful
and supports a more engaged society
• Support the health and wellbeing of the community, including through
community cohesiveness
• Be independent of political and commercial interests
• Uphold high professional standards including accuracy, transparency,
integrity, accountability and fairness.
• Abide by the Association’s code of ethics which will be developed as an
Initial priority, drawing from existing accepted codes such as the MEAA
journalist code of ethics.
Members will be required to pay a membership fee and may at times be required
to pay fees for particular services such as participation in training courses.
Service delivery
Hyperlocal media will have unique experiences but overlapping challenges and
requirements so a central service provider will share expertise and resources to
multiple publishers, achieving economies of scale.
The association would seek to enhance and foster a dynamic and sustainable
hyperlocal news/journalism sector through support, advocacy, training,
accountability, networking, and research.
This will be achieved through the provision of centralised services via a small
team, focused on two types of hyperlocal media:
1. New hyperlocal media
2. Existing hyperlocal media
A small number of staff and suitably-qualified volunteers would provide direct
support to members, facilitate a network of members for peer-to-peer learning
and support, and provide access to critical third party services as required.
Direct support from staff would be provided to a small number of organisations
(max 8 to begin with). Examples of direct support provided by staff include:
• Strategic advice and support
• Technology advice and support including CMS and publishing platforms
• Operational advice and support
• Implementation of the Association's code
• Advice for membership acquisition, growth and sustainability
• Marketing and PR advice
• Content templates and standard style guides (newsletter, social media)
• Facilitation of a small peer-support network
• Succession planning
A larger number of organisations would be provided access to critical services
provided by third parties, paid for by the association. Examples of third-party
services the association might fund Include:
• Bookkeeping and accounting
• Legal advice
• Insurance, (including potentially some form of centralised, low excess
insurance)
• Complaints handling
• Specialised training
The association will also:
• Facilitate innovation and collaboration
• Conduct and/or commission research relevant to hyperlocal media
• Facilitate bulk buying (digital equipment, website design and support,
advertising)
• Advocate for the sector with governments and business
• Peer support and information exchange.
Ultimately, any decision on what services a hyperlocal organisation will provide,
and how those services will evolve over time, will require a more detailed audit of
the size of the sector and its specific needs.
Financial model
The association would be funded through membership fees, government grants,
sponsorship and donations. Members will be required to pay a membership fee
and may at times be required to pay fees for particular services such as
participation in training courses.
It is not anticipated that the membership fees alone will be enough to sustain the
organisation. However, membership fees will be an important revenue stream
and also be critical in creating buy-In and strong engagement from members.
Key funding sources include:
• Government (Federal, State and Local)
• Donor funding
• Corporate sponsorship
• Membership fees
• Fees for particular services (e.g. participation in training courses)
More work will be required to assess the viability of this funding and the balance
of funding types, based in part on a more detailed audit of the hyperlocal sector
and its needs.
All funding arrangements entered will be required to adhere to the principle of
independence outlined above, for example, by specifying in agreements that
there is no editorial control resulting from sponsorship.
People
A small core team of paid staff will provide the direct support, coordination of
third-party support and other associations as outlined above. This might grow
over time and could be supplemented with volunteers, in-kind or pro-bono
support by supporters and donors.
Initially, to save on start-up costs, a Hyperlocal association might be founded
within an existing organisation which could provide common services,
accommodation, advice and other services. At the appropriate point the
Hyperlocal association could then split off and operate independently.
Partnerships
The success of the hyperlocal association will be reliant on a number of key
partnerships including:
• Existing hyperlocal media operators and other relevant media outlets such
as AAP
• Suppliers who are able to provide discounted services
• NFPs and peak bodies e.g. CBAA, MEAA, PIJI, Australian Press Council
• Training providers e.g. TAFE
• Philanthropic foundations
• Governments - local, state and federal
• Research providers/Institutions e.g. universities
• Existing media and tech platforms e.g. The Conversation, Google, Facebook
• International hyperlocal organisations
• International media development organisations working to develop this
space.
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