Can 22nd Century Media Succeed in Hyper-Local With a Print-First Mantra?

By: Mark Glaser | Media Shift

Hyper-local publishing chains have tried and failed so many times that it’s hard to keep track of them all. The biggest flame-out of late was Patch, bought out by AOL and expanded until it finally seems to have conked out. But while all these efforts have focused on digital first, maybe it’s time to consider a “print first” attempt to make hyper-local thrive at 22nd Century Media.

The Chicago-based business was started by former politician Jack Ryan in 2005 after he lost to Barack Obama in the Illinois Senate race in 2004. 22nd Century focuses intently on the Chicago suburbs, launching 12 weekly newspapers serving Frankfort to Highland Park. And last year, the company expanded to California by buying the existing Malibu (Calif.) Surfside News. Unlike many newspapers, the company gives away the print publication while charging people $39 for digital access. The operation is lean, with an editor and associate editor for each publication doing the majority of editorial work with few freelancers.