Local News Online: Aggregators, Geo‐Targeting and the Market for Local News

Lisa M. George and Christiaan Hogendorn

Journal of Industrial Economics, 2020, vol. 68, issue 4, 780-818

Abstract: We examine how placement of geo‐targeted local news links on Google News affected local news consumption. Using a sample of news visits by 36,876 U.S. households before and after a Google News design change, we find that aggregation increased the level and share of local news consumed online. Magnitudes are modest: consumption of local news among heavy Google News users rose by 25% after the redesign, but from a low base. Geo‐targeting increased weekly consumption variety and reduced concentration among local outlets but did not raise overall consumption variety, suggesting that aggregators play a limited role in product discovery.

Date: 2020
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