In a market with no breakaway digital news leader, words like "local" and "niche" characterize Dallas-Fort Worth media the way keratin defines a Texas longhorn. The goal of most outlets, it seems, is not to lure readers of all kinds but to attract members of select demographics with content tailored to their particular interests.
According to a Media Audit survey conducted in November and December 2010, the area's most popular news websites belong to its prominent daily newspapers, the Dallas Morning News and the Fort Worth Star-Telegram, and its four television network affiliates. But not one was named by even a fifth of survey respondents, who were asked which sites they had visited in the last month (WFAA.com, the website of the ABC affiliate, led the pack at 18.4%).
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