Göteborg:Helsingin Sanomat's hyperlocalism: close to the readers' minds

Reetta Meriläinen, editor-in-chief of the Helsingin Sanomat in Helsinki, Finland, will discuss the paper's print and online hyperlocal strategies at the upcoming World Editors Forum in Gothenburg, Sweden, from June 1 to 4.

The Editors Weblog is carrying a few 'teaser' interviews featuring speakers of the upcoming Forum.

Meriläinen's presentation focuses on three essential aspects of hyperlocal news:

- hyperlocal is not only about geographic, but also mental proximity - covering issues that are close to readers' minds:
Newspapers "often think of hyperlocal as just a geographic term but it isn't just that," she said. Instead, "We are here to serve people and to try help them in their everyday life."
For example, if there's a problem with city traffic or issues about daycare, the Helsingin encourages people to voice their concerns and submit questions, such as "How to find daycare for my children." These questions are then forwarded to the mayor's office, daycare facilities, and any relevant policy group. The Helsingin also creates many forums to connect people around those issues.

- focus on hyperlocal news to build a community:
A soft news story with local focus can help build a strong community of readers, as was the case when the Helsingin wrote about Bubi, the owl that landed on the goalpost during a local football game - and stayed to watch the game.
Helsingin Sanomat's website features its own local service site, "Oma kaupunki," which means "my own city." This section of the site combines local and hyperlocal news, with reader services and forums. In effect, it's perfect for local search, both for news and as a local guide, according to Meriläinen. In the future, the Helsingin plans to open this platform to user-generated content.

- hyperlocal means moving from virtual encounters to real encounters:
Last summer, the Helsingin led a print and online campaign to restore the Kaisaniemi park in Helsinki, which was dangerous and badly kept. The paper encouraged people to find ideas for the park and submit them. It also organized events "to keep the park alive," including a fun fair, complete with stands, balloons, food and games, and a panel discussion about the issues. Whereas the paper expected between 1,000 and 2,000 people, a massive 5,000 showed up. This event helped to build a real relationship amongst the community, and the ideas that emerged during the whole campaign were sent to the municipal county. There are now plans for improvement of the park.

Reetta Meriläinen, editor-in-chief of the Helsingin Sanomat in Helsinki, Finland, will discuss in detail the paper's print and online hyperlocal strategies at the upcoming World Editors Forum in Gothenburg, Sweden, from June 1 to 4.