Mail teams up with rivals for online initiative

A DAILY newspaper in the region has teamed up with its editorial rivals to launch a new online initiative claimed to the first of its kind in the UK.

The Birmingham Mail is running a new section on its website called ‘Communities’ featuring so-called ‘hyperlocal’ content specific to 34 different areas of its patch such as Edgbaston, Sutton Coldfield, Moseley and Perry Barr.

But in a new twist, the Mail is also carrying content from hyperlocal blogs and news websites in and around the city in a bid to bring readers broader coverage.

Local newspaper websites across the UK have been running dedicated news sections for areas on their patch for several years but this is believed to be the first time content has been cross-published from what are often seen as rivals for stories and scoops.

The paper says that over 25 hyperlocal websites have already joined the initiative such as Digbeth is Good, The Lichfield Blog and Bournville Village.

By signing up, those running hyperlocal sites agree for their content to be used by the Mail in print and online which it will credit and provide links to.

In return, RSS feeds from the hyperlocal sites will appear prominently within the Mail Communities section and the Mail will make relevant pictures available to those sites taking part.

Participating websites will also have a say in how some of the Birmingham Mail Charitable Trust’s donations are spent and be able to set the agenda for four-times-a-year communities workshops.

Mail editor David Brookes said: “This is a truly innovative hyperlocal partnership and the response we have had so far has been fantastic.

“Many hyperlocal sites want to promote their area of Birmingham and we’re confident we can help them with that, and at the same time develop a relationship which is beneficial to both sides and most importantly the residents of Birmingham.”