While many may think local journalism ‘is dead’, then Alma has been showing this is far from the case as we innovate with The Lead.

Taking The Lead’s brand of long-form journalism onto a local setting, we quickly developed a way of digital storytelling to engage local audiences.

In the space of two months, we launched local editions of The Lead in Blackpool, Teesside, Bolton and Stoke-on-Trent, soon followed by a second phase of launches. These regular email newsletters – supported by a one-off printed edition – dig under the surface of issues in towns which are often out of the media spotlight and overlooked by many.

Mike Harris, Publisher of The Lead, said:

“We’ve had to move at pace to deliver on our innovative way of bringing local journalism through doors and into inboxes.

“Working with Alma meant I’ve been able to draw on a range of skills and talents from the team. Their ability to take an idea and then bring it to life, in a compelling and quality way, is first class.” 

Alma’s support for the core Lead team has ranged from project management through to editorial content, and has seen The Lead’s digital audience grow by more than 50 per cent quarter-on-quarter for the first part of 2024 versus the end of 2023. These results are particularly poignant given the current landscape in which many digital media propositions are seeing stagnation or declines in audience growth.

The audience engagement techniques we have employed ensure the stories cut through the digital noise, find an audience, and engage them deeply with The Lead.