MediaPost recently wrote an article focused on the newspaper industry that didn’t harp on the declining circulations and depleting ad-revenue for a change. The article, found here, talks about online local newspaper websites that focus on local content. It’s a very interesting report that consumers would trust local newspaper sites regarding content, editorials, etc. versus large national sites like cnn.com or fox.com. Does the same dynamic apply to consumers trusting their local hardware supply store more than they do Home Depot? I’m not sure, but either way, the local newspaper sites need a way to monetize their eyeballs the same as the national sites. Whether it be local content in the form of articles or coupons/deals, consumers need a reason to keep coming back to the local sites versus flock to alternatives on the web.