Local News Sites Boost Traffic With Events and Guides

Four for-profit local news sites, members of the trade group LION Publishers, experienced notable increases in web traffic during the second quarter of 2024. These digital-born newsrooms, including TAPinto, Oil City News, Muddy River News, and Lost Coast Outpost, were highlighted for their successful strategies in engaging local audiences. The specific sites featured in this quarter's analysis include L.A. Taco, based in California, and Energeticcity.ca, located in British Columbia, alongside others from Illinois and Wyoming.

L.A. Taco, a publication dedicated to "street-level news stories that often cover L.A.’s most marginalized communities," saw a significant 51% surge in traffic during May. This spike was largely attributed to its annual Taco Madness event, a popular online 64-taco tournament that also includes an in-person component drawing over 2,000 attendees. Publisher Alex Bloomingdale emphasized the site's commitment to supporting small businesses and promoting local culinary talent, with Los Dorados LA and Tacos Los Cholos being the winning establishments in the recent event. Beyond its signature food-related events, L.A. Taco also drove substantial traffic through two voter guides published in anticipation of Los Angeles' June 2 election. One guide provided a detailed overview of candidate positions, while the other offered an interactive resource detailing endorsements from 14 progressive organizations, highlighting unanimous selections and areas of division among groups. This dual approach reflects the publication's editorial breadth, covering topics ranging from local cuisine to social justice issues and law enforcement.

Energeticcity.ca, a local news site serving Dawson Creek, British Columbia, also demonstrated strong traffic growth. While specific percentage increases for Energeticcity.ca were not detailed in the provided context, the site is recognized for its comprehensive local reporting. The article mentions that the site's success is partly due to its ability to leverage local events and community engagement. For instance, the site reported on the "Elk Shed Festival," an event that likely drew local interest and provided content opportunities. Additionally, Energeticcity.ca utilized Facebook advertising to promote its content, a strategy that proved effective in reaching a wider audience and driving traffic to its articles. The site's publisher, who was not named, noted the importance of adapting to local interests and utilizing digital tools to enhance reach and engagement. The article implies that a combination of event coverage, community news, and strategic digital marketing contributed to the site's increased readership during the second quarter.

The success of these local news outlets underscores the importance of community-centric content and innovative engagement strategies in the current media landscape. By blending traditional journalistic coverage with unique events, interactive features, and targeted digital promotion, these sites are demonstrating resilience and growth. The LION Publishers membership signifies a commitment to independent, online local news, and the performance of sites like L.A. Taco and Energeticcity.ca offers a model for other local news organizations seeking to expand their audience and impact. The focus on niche events, like L.A. Taco's food tournament, and essential civic information, like voter guides, alongside effective use of social media advertising, highlights a multi-faceted approach to audience development.