Here’s the Local-o-meter for April 23rd issue of the Register. What’s the Local-o-meter? It measures how many local ads appear in our town newspaper, the Whitewater Register. To be generous toward local advertising, I’ve included in the local total nostalgic columns, from local-talking politicians, who never fail to emphasize how supposedly unique Whitewater is.
There’s so much false localism in politicians who talk about the uniqueness of Whitewater while writing for a newspaper that depends on the ads of out-of-town merchants.
I’d say shop where you want. Yet, if local matters so very much, then why not live out your proud, local boosterism?
Disclaimers:
- Many out-of town ads are actually far larger than local ones, so the out-of-town impact is actually greater
- I’ve included Register ads as local ads, even though they don’t represent advertising revenue to the paper, but rather space unused for independent advertisers
- I’ve only considered the first section of the paper, that part most favorable to a local influence
- All estimates where made while drinking a particularly smooth brandy. I got the idea from reading about accounting practices and financial management at Bear Stearns.
How local was the April 23rd issue of the Register by this measure?
| Local-o-Meter Credibility Index | |
|---|---|
| Nostalgic Local Columns + Whitewater Ads | 19 |
| Out-of-Town Merchants’ Ads | 43 |
| Credibility of Local Boosterism | 30.6% |
I’d say only 30.6% local’s not very local.