On the other hand, some trends are driving people back into their communities: health, safety and green issues. For example, last summer, the south Devon town of Totnes issued the Totnes pound as an alternative currency for use in local businesses only. And the Soil Association is considering phasing out air-freighted produce from its current certified organic range.
In light of this, you would expect local media to be thriving - you would not expect ITV to be planning to merge several of its local newsrooms. This move has caused significant opposition, including a march on London last month by protestors from Border, which is to be merged with Tyne Tees.
Heated online debate largely agrees that Border should be merged, but not entirely merged, with the North East; for example, split between Scotland, Granada and Tyne Tees. One blogger writes: "Just watching Lookaround now, the top story is about pigs in Lockerbie. Hardly cutting-edge news."
Maybe ITV isn't local enough? The current split suggests there are only 17 distinct communities in the UK. In fact, there is a distinct community north and south of the river Thames - even north and south of the Brent Cross flyover.
Reflecting this - the ongoing bad news on the ABC front for regional newspapers - Trinity Mirror last year sold most of its titles in the South East, but is launching community websites filled largely with user-generated content. On Teesside, for example, there are 20 sites, each tailored to a particular postcode.
The one-planet consumer trend has been very well-exploited by global internet brands such as Google and Microsoft, but we are yet to see an equivalent development in local internet media sites to reflect the intense consumer interest in local community.
Indeed, the ability to target regionally online, irrespective of editorial content, may make this difficult to develop commercially. Advertisers want strong local media options, since they serve a unique role on the media schedule. But can a strong business model be built for regional media online, or is it too late?
Sue Unerman is chief strategy officer at MediaCom
In light of this, you would expect local media to be thriving - you would not expect ITV to be planning to merge several of its local newsrooms. This move has caused significant opposition, including a march on London last month by protestors from Border, which is to be merged with Tyne Tees.
Heated online debate largely agrees that Border should be merged, but not entirely merged, with the North East; for example, split between Scotland, Granada and Tyne Tees. One blogger writes: "Just watching Lookaround now, the top story is about pigs in Lockerbie. Hardly cutting-edge news."
Maybe ITV isn't local enough? The current split suggests there are only 17 distinct communities in the UK. In fact, there is a distinct community north and south of the river Thames - even north and south of the Brent Cross flyover.
Reflecting this - the ongoing bad news on the ABC front for regional newspapers - Trinity Mirror last year sold most of its titles in the South East, but is launching community websites filled largely with user-generated content. On Teesside, for example, there are 20 sites, each tailored to a particular postcode.
The one-planet consumer trend has been very well-exploited by global internet brands such as Google and Microsoft, but we are yet to see an equivalent development in local internet media sites to reflect the intense consumer interest in local community.
Indeed, the ability to target regionally online, irrespective of editorial content, may make this difficult to develop commercially. Advertisers want strong local media options, since they serve a unique role on the media schedule. But can a strong business model be built for regional media online, or is it too late?
Sue Unerman is chief strategy officer at MediaCom