According to research from the Reuters Institute for the Study of Journalism / YouGov, 57 percent of regular consumers of news in the United States care about national news — equal to the number considering local news a priority. In other countries, national news tended to surpass local news as a top interest.
This data should help many to better understand why there has been so much focus over the years in startups (and projects within existing large media organizations) that target local news coverage. To date, nobody has found the formula that seems to work, both from a reader perspective as well as a profit motive.
We also see this all the time at CustomScoop, with countless clients as interested (if not more so) in local coverage around the country rather than just the major national news outlets. Finding ways to tailor your pitches to turn a national item into a local story can be a powerful way to expand the breadth of your coverage.