Hyperlocal paper is big news in the big city

When you think of hyperlocal news outlets, you probably think about tiny publications and websites covering the towns and villages left behind by mainstream news publishers. However, one hyperlocal title is making a big splash in the big city.

City Matters, a hyperlocal title covering the City of London is set to increase its free distribution in the square mile beyond 20,000 copies per week.

While this increase would push City Matters to the very fringes of the city, the publishers insist they have no ambition to extend beyond this point, citing the hyperlocal nature of the publication to their success.

Commercial director, Nick Chapman, told journalists: “We are five months into launch now and we are very close to breaking even which is amazing,” said Chapman. “Most businesses within two years will still be loss-making. We are very pleased.”

Chapman added: “Print is having a very tough time but we have bucked that trend by being hyperlocal. We are purely in a square mile, nothing more nothing less. You won’t see us outside that area – we aren’t interested in people in Barnes unless they work in the city.”

Editor, Tom Oxtoby, believes City Matters offers both advertisers and editors a unique proposition, telling journalists: ““What we offer is a very acute title going to tens of thousands of office workers in the city who are going to be spending their money in the city,” he said.

“We are providing a wonderful platform for them to get their message out at a fraction of what it would cost in a bigger publication which has got a bigger reach but is taking their message away from the City.”

Addressing one of the many challenges a hyperlocal title faces, especially in an area where operating costs are sky-high, Oxtoby said: ““We have got to be on the pulse,” said Oxtoby. “I wouldn’t really associate our area with having a local newspaper so we really need to be at the forefront of what’s going on.

“We are really proud of what we are doing. We have got a long way to go, but we will keep marching on and see where we are in six months’ time.”