When you can't compete with the same headlines folks can get everywhere else, you focus on the local stories they can't get anywhere else.
That's how they did it at this small-town newspaper.
It's not about "being local," my broadcasting friends. It's about mattering to your local community because what you do there is essential and irreplaceable.
Never confuse the two.
Here's the video from the NBC Nightly News. Click the post title if the embed is invisible.