Dr. Michelle Ferrier is mapping "media deserts" - areas lacking fresh local news and information - using GIS tools to analyze changes in newspaper circulation and the presence of online hyperlocal news sites. Her research has found declines in newspaper circulation greatest in areas with lower incomes and education. She is collecting data on over 120 hyperlocal news sites, analyzing their geographic coverage and content to understand how they represent their communities. This research will help identify areas most in need of news and information resources.

1. Media Deserts
Filling the need for fresh, local news and information
Dr. Michelle Ferrier
Scripps College of Communication, Ohio University

2. Dr. Michelle Ferrier
Educator
Entrepreneur
Mentor
Scholar
New Media Innovator
• Associate Dean for Innovation |
Associate Professor
Scripps College of Communication,
Ohio University, OH; ferrierm@ohio.edu;
Twitter: @mediaghosts
• Founder, LocallyGrownNews.com
info@locallygrownnews.com;
Twitter: @localize_nc
• For More Information on
Media Entrepreneurship Vision:
http://nabjdigital.wordpress.com/tag/drmichelle-ferrier/
• www.newmediainnovators.com
• http://www.poynter.org/author/michelle
michelleferrier-com/

3. Media Deserts Project
 Using GIS tools, we map
“media deserts” -places where fresh
news and information is
lacking.
 Multi-method study
using
quantitative, qualitative
and ethnographic
research methods.
Dr. Michelle Ferrier, Ohio University, @mediaghosts

4. 
More than 120 newspapers have ceased operation in
the United States since 2008. Our map will help
monitor the system over time and focus attention
and resources where they are most needed.
 We’re using GIS tools to create a “climate” map that
tracks changes in the reach and depth of community
news.
 We’re using open geographic information systems
software to overlay existing daily and weekly
newspaper circulation data, hyperlocal online news
sites, demographic and community data.
Dr. Michelle Ferrier, Ohio University, @mediaghosts

5. What is a “Media Desert”?
Working Definition
 A media desert is a
geographic area that is
lacking fresh news and
information.
 This condition may be as a
result of a lack of content,
access, language barriers
and other issues.
Dr. Michelle Ferrier, Ohio University, @mediaghosts
Framework of Analysis

I use Lawrence Lessig’s concept
of communications
architecture:

CODE: Language, spoken or
written or computer languages

CONTENT:
News, information, images

CONDUIT:
Newspapers, radio, mobile.

6. Mapping Newspaper Circulation
Dr. Michelle Ferrier, Ohio University, @mediaghosts

7. Newspaper Layoffs and Buyouts
Year
Layoffs and Buyouts
 2007
 2,256+ (partial data)
 2008
 15,992+
 2009
 14,783+
 2010
 2,828+
Dr. Michelle Ferrier, Elon University, @mediaghosts
120+
newspapers

8. Mapping Circulation Data
Overlapping service areas for 12 newspapers in NC. Three newspapers in our pilot did not
have ABC data for multiple years.
Dr. Michelle Ferrier, Ohio University, @mediaghosts

9. Newspaper Circulation Change: 2007 to 2011
Average Annual Change
in Circulation
Dr. Michelle Ferrier, Ohio University, @mediaghosts
-4%
0%
4%

10. Results for Piedmont Triad Region


We then analyzed the locales with
the greatest change against
education level and income levels
using 2000 census data to determine
if correlations exist.
Dr. Michelle Ferrier, Ohio University, @mediaghosts

Statistical analysis using Ordinary
Least Squares Regression suggests a
very weak positive relationship
between Median Household Income
and Change in Circulation (R2 = 0.16,
p < 0.1). A $10,000 decrease in
Median Household Income results in
a %0.02 larger drop in Circulation.

Contrary to our hypotheses, the
outlying reach of the newspaper
improved or held steady. In the core
of Guilford County, we see erosion of
the circulation, an area that was a
more circulation-rich region for the
newspaper. The newspaper lost the
most subscribers right in their back
yard.
Similarly, the data suggest a
very weak positive relationship
between the % of people with At
Least Some College and Change in
Circulation (R2 = 0.12, p < 0.05). A
10% reduction in the number of
people with some college results in a
%0.08 larger drop in Circulation.

11. Hyperlocal Online News Sites
 CJR.org created a database
of hyperlocal online news
sites.
 Like Placeblogger.com, it is
an attempt to identify who is
creating content where.
 Maps are still pinpoints as
was the case with the
newspaper changes.
Dr. Michelle Ferrier, Ohio University, @mediaghosts

12. I found the CJR
Guide to Online
News Startups
provides state-level
data in their
searches, but no
demographic reach
data for its entries.
Dr. Michelle Ferrier, Ohio University, @mediaghosts

13. Hyperlocal Online News Layer
Quantitative Analysis

We examine the geographic
footprint or reach of
132 online hyperlocal news
sites.

We identify the zip codes
covered from this data.

We collect demographics from
census data and from sitespecific demographics as
available on
gender, education, HHI, and
ethnicity.
Dr. Michelle Ferrier, Ohio University, @mediaghosts
Qualitative Analysis

We are collecting “home page”
screen grabs of each of the 132
sites for 14 days.

Our content analysis focuses on
story coverage and on a visual
analysis of the sites.

The resulting report will look at
the representation of the
community in the content of
the site.

14. Hyperlocal Online News Layer
The student work is collected into a wiki, where we can map our geographic footprints
and aggregate the content analysis for each hyperlocal online news site.
Dr. Michelle Ferrier, Ohio University, @mediaghosts

15. 
Associate Professor
School of Communications,
Elon University, NC; mferrier@elon.edu;
Twitter: @mediaghosts

Founder, LocallyGrownNews.com
info@locallygrownnews.com;
Twitter: @localize_nc

For More Information on
Media Entrepreneurship Vision:
http://nabjdigital.wordpress.com/tag/drmichelle-ferrier/

www.newmediainnovators.com

http://www.poynter.org/author/michellemi
chelleferrier-com/
Dr. Michelle Ferrier
Educator
Entrepreneur
Mentor
Scholar
New Media Innovator