Remember when big enterprise systems were the only option for publishers? Those days are over. Meet the scrappy, affordable tools that might just rescue local journalism.
Two years ago, I wrote about how no-code/low-code (NC/LC) development might save local media. Let me share what’s changed in my thinking.
Back when revenue was healthier, many media companies employed their own developers to build custom CMSs or circulation systems or just move data between platforms. Others purchased complex platforms requiring internal teams to manage and extend them.
When the pandemic hit, companies that still employed developers lost them to remote-friendly employers. Suddenly, media companies weren't competing with local businesses — they were competing with Big Tech companies willing to pay top dollar regardless of location.
What is NC/LC anyway?
No-code/Low-code uses simplified building blocks or interfaces that abstract away the need to know coding. Some key benefits:
Platforms like Bubble and Flutterflow dominate the space due to their mature products and robust communities. These communities include helpful users and third-party agencies like Singular, who will build your project.
Who actually benefits from NC/LC?
Most developers dismiss these tools because they can code in their native language faster than learning a new platform. The real beneficiaries are:
Why my thinking has evolved
When I started working with Bubble and Flutterflow three years ago, I thought publishers could use them to write bespoke applications. But as AI-assisted coding platforms and better NC/LC tools have evolved, I've realized what local media truly needs: better purpose-built tools with simplified workflows at lower price points. So why don't we have them?
The misalignment killing our industry
I've worked in seven media companies, five media tech companies, and consulted with dozens more. Here's the hard truth: their goals and philosophies are not aligned, and this gap is holding our industry back.
Let me share a conversation I had with an international media tech company launching a self-service advertising platform:
Me after the demo: “That’s great. Can you handle print or traditional television orders?”
Vendor: “We’ve been asked that, but our investors want to stay with digital ads only.”
Me: “That kind of sucks. Do you realize that 80% of the revenue still comes from the legacy side of the business?”
Vendor: “Yes, but that's changing quickly, so our investors want us to focus on the growth part.”
Me: “My advice is to solve the 80% problem first. If you walk in with a digital solution, you talk to Bob, the digital director. If you walk in with a solution that solves their 80% problem, you talk to the publisher, GM or CEO — and they have a fire lit under them to get the deal done.”
The point? Media tech companies are trying to solve tomorrow’s problems while you have a fire burning today.
Enter ‘small tech’ and micro-SaaS
NC/LC allows more companies to bring smaller solutions to market without raising mountains of capital. They can launch faster, iterate faster and offer lower price points. These “micro-SaaS” or “small tech” companies can address smaller problems and solve unique pain points.
Investors immediately ask about the total available market (TAM) whenever a startup raises money. Today, local media is not attractive. From an investor’s perspective, we’re a small, shrinking, price-sensitive market with painfully long sales cycles.
Another challenge vendors face? — The “fluid nature of staffing” in media. (That’s a euphemism). You might have deal discussions for months, then your contact “leaves the company,” and you’re back to square one with a replacement mandated to cut costs.
My revised thesis
My initial thinking was that NC/LC would help publishers build their own tools. Now, I believe we’ll see more micro-SaaS solutions emerging from adjacent markets like digital agencies or solopreneurs, plus international solutions (depending on tariff constraints).
These small tech solutions will help publishers test new business models with lower costs — “good enough” tools. Enterprise options, along with service and support, will always exist for those who need them, but that shouldn't stop you from testing concepts now.
What does this mean for you?
A big part of this falls on us as the local media industry.
Stay curious!
Shout out to a company I met with recently, NoCode-X, whose founder, Tristan Van Poucke, started developing media sites before launching his company. Their product checks many boxes for developing bespoke micro-SaaS solutions with an emphasis on security.
The future of local media tech isn't waiting for the perfect enterprise solution. It’s embracing “good enough” tools that solve today’s problems at a price point that makes sense.
Guy Tasaka is a seasoned media professional with a 35-year track record of leading change in the industry. He has collaborated with renowned organizations such as Macworld Magazine, Ziff-Davis and The New York Times, where he honed his expertise in research, strategy, marketing and product management. As the former chief digital officer at Calkins Media, Guy was acknowledged as the Local Media Association's Innovator of the Year for his work in advancing OTT and digital video platforms for local news organizations. He is also the founder and managing partner of Tasaka Digital, specializing in helping media and technology companies navigate business transformations using his extensive experience and forward-thinking approach. Guy can be reached at guy@tasakadigital.com.
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