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The Local

The Local is an independent English-language digital news publisher founded in 2004, specializing in news, practical guides, and information services for expatriates, labor migrants, and second-home owners across nine European countries, including Sweden, France, Germany, Italy, Spain, Austria, Denmark, Norway, and Switzerland.^[1] Co-founded by James Savage in Stockholm, the platform emphasizes on-the-ground journalism from dedicated teams in each edition, covering topics such as politics, travel, employment, visas, taxes, and cultural integration challenges faced by non-native residents.^[2] It transitioned to a membership-supported model in 2018, achieving 50,000 paying subscribers by 2021, which sustains its operations alongside advertising revenue.^[1] Recognized for award-winning reporting, The Local maintains a focus on empirical, expat-relevant data rather than broader ideological narratives, distinguishing it from national-language media outlets.^[1]

History

Founding and Initial Development

The Local was established in Stockholm, Sweden, in 2004 by Paul Rapacioli, a former director at the UK online recruitment firm reed.co.uk, and James Savage, a British journalist and former radio producer who had relocated to Sweden around 2000.^[3]^[1] The initiative aimed to address a gap in English-language coverage of Swedish news and events, primarily targeting expatriates, international residents, and English-speaking locals who lacked access to localized reporting beyond state media or general international outlets.^[3] From its inception, The Local operated as a digital-first publication, delivering daily articles on Swedish politics, society, immigration policies, and cultural integration, often drawing on translations of local sources alongside original English reporting.^[1] Rapacioli focused on operational and commercial setup, leveraging his digital business experience to build an ad-supported model, while Savage handled editorial leadership as managing editor, emphasizing accessible, unbiased coverage for non-Swedish speakers navigating life in the country.^[3] Early content prioritized practical topics like residency rules, housing markets, and workplace norms, which resonated with Sweden's growing expatriate population amid EU expansion and tech sector influx.^[1] In its formative years through the late 2000s, The Local grew its readership organically through word-of-mouth among English-speaking communities and partnerships with expat forums, achieving financial stability via display advertising from relocation services and real estate firms without relying on subscriptions initially.^[3] By 2009, it had solidified its niche by acquiring the expat forum Toytown Germany, marking an early step toward broader European relevance while maintaining Sweden as its core operational base.^[3] This period established the site's reputation for factual, expat-oriented journalism, though it occasionally faced critiques for over-reliance on wire services in its resource-constrained startup phase.^[3]

Expansion Across Europe

The Local's expansion beyond its Swedish origins commenced in 2008 with the launch of a dedicated edition for Germany, marking the first step in broadening its reach to English-speaking expatriates and migrants in other European nations. This move capitalized on the demand for accessible, localized news amid increasing intra-European mobility, transitioning from a print weekly digest to digital platforms tailored for international audiences.^[4] Following the German rollout, editions were introduced in Switzerland and France shortly thereafter, with further growth extending to Spain, Italy, Austria, Norway, and Denmark. By the mid-2010s, the network had secured funding to enter six additional markets, enabling the establishment of country-specific websites featuring on-the-ground journalism focused on immigration, employment, housing, and cultural integration issues relevant to non-native residents. This phased approach allowed The Local to adapt content to national contexts while maintaining a unified editorial standard emphasizing practical, expat-oriented reporting.^[4]^[5] The expansion culminated in nine operational editions by 2020, supported by localized teams of journalists who produce daily updates on policy changes, economic trends, and societal developments affecting foreign communities. This model has proven resilient, as evidenced by the addition of over 11,000 paying members across sites during the COVID-19 pandemic through targeted digital tweaks like enhanced newsletters and premium guides. Growth was underpinned by recognition of underserved markets for English-language media in countries with high expat populations, avoiding reliance on mainstream outlets often inaccessible or linguistically barriered for non-fluent speakers.^[6]^[1]

Key Milestones and Adaptations

The Local was established in Stockholm, Sweden, in 2004 by Paul Rapacioli and James Savage to provide English-language news tailored to international residents and expatriates in Sweden.^[7] Initially focused on local Swedish news relevant to non-Swedish speakers, it filled a niche for anglophone audiences amid growing immigration and EU mobility.^[2] Over the following decade, The Local expanded its operations across Europe, launching country-specific editions to serve expatriate communities in additional nations. By 2013, it had introduced sites for Spain and Italy, extending its model of localized reporting in English to southern European markets with high expat populations.^[7] This growth continued, resulting in dedicated editions for nine countries—Austria, Denmark, France, Germany, Italy, Norway, Spain, Sweden, and Switzerland—each with on-the-ground journalists covering national news, practical advice, and cultural integration topics.^[1] The expansions capitalized on increasing intra-European migration and tourism, adapting content to regional differences such as immigration policies, housing markets, and language requirements while maintaining a unified editorial approach.^[8] In response to declining digital advertising revenues affecting independent publishers, The Local pivoted toward a membership-based model in 2018, initially tested in its Swedish edition before rolling out across others including Germany, France, Italy, and Spain.^[1] This adaptation emphasized reader-supported journalism, offering ad-free access, exclusive newsletters, podcasts, and community forums to foster loyalty among subscribers.^[3] By 2021, the strategy achieved a milestone of 50,000 paying members, enabling reinvestment in investigative reporting and cross-border collaborations amid broader industry challenges like platform algorithm changes and audience fragmentation.^[1] Further refinements, such as reader surveys and adjusted content prioritization, sustained growth, with the model proving resilient by prioritizing direct reader relationships over volatile ad dependencies.^[3]

Coverage and Content

Target Audience and Focus Areas

The Local's target audience primarily consists of English-speaking expatriates, foreign residents, frequent visitors to Europe, individuals with family connections in the region, and prospective movers facing the practical and informational challenges of life abroad.^[1] These readers, often non-native to the host countries, rely on accessible English-language content to address barriers such as bureaucratic navigation, cultural adaptation, and localized decision-making.^[1] Content focuses on news and guidance directly relevant to internationals, including immigration updates, visa procedures, tax obligations for non-residents, job markets tailored to skilled migrants, property acquisition for second homes or rentals, and essential services like healthcare and education.^[9] Political coverage emphasizes policies affecting cross-border mobility, such as residency reforms and EU-wide regulations, alongside lifestyle topics like language integration, regional customs, and travel logistics.^[1] Practical guides and explanatory articles aim to resolve common expat queries, drawing on journalists' experiences living abroad to provide actionable insights.^[1] Country-specific editions customize these focus areas to local contexts across nine nations: Austria, Denmark, France, Germany, Italy, Norway, Spain, Sweden, and Switzerland.^[1] This structure ensures relevance to diverse regulatory environments, such as Germany's dual citizenship debates or Sweden's integration programs, while fostering a unified resource for pan-European expatriate needs.^[9] The model supports a subscriber base of around 50,000 paying members accessing premium resources, reflecting demand for specialized, reliable information amid fragmented local media landscapes.^[1]

Country-Specific Editions

The Local operates nine independent country-specific editions, each providing English-language coverage of domestic news, politics, society, and practical guides tailored to English-speaking residents, expatriates, and visitors in the respective nation. These editions—Austria, Denmark, France, Germany, Italy, Norway, Spain, Sweden, and Switzerland—focus on local issues such as immigration policies, housing markets, cultural integration, and bureaucratic processes, with content drawn from on-the-ground reporting rather than international wire services.^[1] ^[8] Each edition maintains its own editorial team of local journalists and editors, often with international backgrounds, to ensure relevance to the specific country's context, while sharing a uniform website design and benefiting from central support in areas like technology and membership services from the headquarters in Stockholm.^[1] ^[10] This decentralized structure allows for specialized reporting, such as France's emphasis on EU border changes and expat visa updates or Germany's focus on labor market reforms and regional events.^[9] ^[11] Practical content across editions includes guides on topics like tax systems, healthcare access, and language requirements, aimed at addressing the daily challenges of non-native residents, with premium membership unlocking ad-free access to all sites since its introduction in 2018.^[1] Editions operate autonomously in editorial decisions to prioritize domestic stories, avoiding overlap with pan-European coverage, which enables targeted audience engagement in markets with high immigrant populations.^[1] ^[12]

Reporting Style and Formats

The Local's reporting adheres to a factual and explanatory style, emphasizing independent journalism that delivers news and practical information relevant to English-speaking expatriates, migrants, and visitors across nine European editions. Articles prioritize clarity and utility, often integrating on-the-ground insights from journalists with personal experience living abroad, while avoiding overt opinionation in core news pieces. This approach supports coverage of local politics, economy, society, and daily life challenges, such as immigration policies and cultural integration, with a focus on verifiable events and data-driven analysis.^[1] Content formats primarily consist of text-based news articles structured in the inverted pyramid style—beginning with essential facts in the lead paragraph, followed by contextual details and background—alongside specialized practical guides on topics like visas, taxes, property, and language requirements. Daily newsletters curate top stories for subscribers, enhancing accessibility for time-constrained readers. While multimedia elements like videos or podcasts are not prominently featured, the emphasis remains on concise, readable prose optimized for digital consumption, including short paragraphs, bullet-point summaries in guides, and hyperlinks to related resources.^[1]^[9] This format aligns with the outlet's mission to bridge information gaps for non-native speakers, fostering informed decision-making without reliance on sensationalism; for instance, explainer articles dissect policy changes with timelines and stakeholder quotes, attributing sources transparently to maintain credibility.^[1]

Organizational Structure

Ownership and Governance

The Local operates as The Local Europe AB, a privately held Swedish limited liability company (aktiebolag) headquartered in Stockholm, with ownership concentrated among a small group of investors and founders.^[13] The largest shareholder is CSB Capital AB, a venture capital firm that functions as the parent entity, alongside co-founders Paul Rapacioli and James Savage, who retain significant stakes. Additional shareholders include institutional investors such as the Sixth AP Fund, Sweden's national pension buffer fund, which reported a 33.5% holding in 2013, and Almi Invest, a state-backed development capital provider.^[14] Governance follows the standard structure for a Swedish aktiebolag, with a board of directors overseeing strategic decisions and operations managed by executive leadership, including roles held by the founders in its early years.^[13] As a private entity, detailed board composition and shareholder agreements are not publicly disclosed, but major investors like CSB Capital exert influence through equity control exceeding 75% in aggregate for key persons or entities. The company maintains operational independence across its country-specific editions, with no evidence of external editorial interference from shareholders reported in corporate filings.^[13]

Editorial Operations

The Local operates a hybrid editorial structure combining centralized oversight with decentralized, country-specific teams to produce content tailored for English-speaking expatriates across nine European editions: Austria, Denmark, France, Germany, Italy, Norway, Spain, Sweden, and Switzerland.^[1] The central editorial team, headquartered in Stockholm with key leadership distributed across Europe, provides strategic direction, coordination, and support functions such as newsletters and product management, while local journalists handle on-the-ground reporting and adaptation of national news to expat interests.^[10] This model enables efficient scaling since the network's founding in 2004, allowing a relatively lean operation—approximately 11 full-time central staff as of 2020—to cover diverse markets without extensive duplication.^[3] At the helm is Managing Editor Ben McPartland, based in Paris since 2019, who oversees the overall editorial output, including content standards and cross-edition consistency.^[15] Supporting him is Deputy Managing Editor Emma Löfgren in Sweden, who assists in coordinating between central and local teams.^[1] Country-specific editors, such as Emma Pearson for France and Paul Krantz for Germany, lead localized newsrooms, directing journalists like Genevieve Mansfield (France) and Tom Pugh (Germany) to focus on practical guides, visa updates, property news, and cultural insights relevant to foreign residents.^[1] These editors ensure content aligns with the site's emphasis on independent, award-winning journalism that prioritizes utility for expats over broad domestic audiences.^[1] Content production involves dedicated local reporters gathering primary news through on-site sourcing, supplemented by central aggregation and editing for pan-European relevance, such as daily newsletters compiling key stories and guides.^[1] While specific fact-checking protocols are not publicly detailed, the operation relies on journalists' expertise in their host countries to verify local developments, with central oversight maintaining uniformity in style and tone—formal, practical, and expat-oriented.^[10] This structure has facilitated adaptations like subscription-driven enhancements, where editorial teams use reader data to refine offerings, though it occasionally leads to recruitment challenges, as seen in periodic calls for new country editors.^[16] Overall, the model balances autonomy for timely local coverage with centralized efficiency, supporting a network that reaches millions monthly without a traditional print newsroom.^[17]

Business Model

Revenue Strategies

The Local derives the majority of its revenue from paid memberships and digital advertising, with the former surpassing the latter following strategic shifts during the COVID-19 pandemic. Prior to 2020, advertising accounted for approximately 67% of total revenue, comprising both direct sales to advertisers and programmatic advertising. Programmatic ad sales, which involve automated purchasing of ad space, experienced a 200% increase during the height of the pandemic as traffic surged, though direct ad sales declined by 83% in March 2020 due to economic disruptions affecting advertisers. By mid-2020, advertising's share had stabilized at around 40% of revenue.^[6] Paid memberships, introduced in 2017, operate on a freemium model allowing users three free articles per month before encountering a paywall, encouraging upgrades for unlimited access to expat-focused content such as practical guides on visas, taxes, housing, and local integration. Membership pricing includes €4.99 per month, €49.99 annually, or €99.99 for three years, with content tailored to foster a sense of belonging among international residents through in-depth advice and community-oriented reporting. This segment grew from 15,000 members in February 2020 to 26,000 by June 2020—a 70% increase—driven by heightened demand for reliable information amid lockdowns and border changes, elevating memberships to about 60% of revenue from 33% pre-pandemic. Early growth was robust, with monthly increases of 60% reported in 2018, reaching over 2,000 paying members across editions.^[6]^[18] Supplementary strategies include leveraging free daily newsletters, distributed to over 74,000 subscribers as of 2020, to promote memberships, and occasional member donations, which raised €4,300 during the pandemic to support operations. Content optimizations, such as explainer articles on country-specific regulations and cross-edition stories on shared expat concerns like coronavirus restrictions, have boosted engagement and conversion rates without compromising free access to essential public announcements.^[6]

Financial Challenges and Sustainability

The Local Europe AB, the parent company, derives revenue primarily from digital advertising and paid memberships targeted at its expat audience.^[19] In 2024, the company reported a turnover of 27.6 million Swedish kronor (approximately €2.4 million) and a net loss of 4.1 million kronor (approximately €360,000), reflecting operational strains amid a competitive digital media landscape.^[20] This marked a continuation of profitability challenges, with prior-year turnover at 31.9 million kronor showing a 9% decline and persistent negative profits exceeding 1.4 million kronor.^[21] These financial pressures stem from broader industry dynamics affecting niche digital publishers, including volatile online advertising rates and reader reluctance to pay for content in an era of abundant free alternatives. Despite early subscription growth—reaching over 2,500 paying members by 2018 with 60% monthly increases—the model has proven insufficient to offset rising costs for multilingual content production across nine country editions.^[18] With only 15 employees as of 2024, the lean structure limits scalability, exacerbating vulnerability to economic downturns and platform algorithm changes that reduce traffic.^[20] Sustainability efforts hinge on maintaining a specialized focus on expat needs, such as practical guides and country-specific news, to justify memberships, but ongoing losses signal the need for diversification, potentially into events or partnerships. The company's position within the CSB Capital AB group provides some stability, yet without revenue growth, long-term viability remains uncertain in a sector where many European digital outlets struggle with similar ad dependency and audience fragmentation.^[13]

Editorial Stance

Assessed Bias and Viewpoints

Media Bias/Fact Check, an independent evaluator of news outlets, rates The Local's Sweden edition as Left-Center biased, citing editorial positions that slightly favor progressive viewpoints on issues like immigration and social policies, while upholding high standards of factual reporting due to proper sourcing and minimal failed fact checks.^[19] Similarly, the Germany edition receives a slight to moderate liberal bias assessment from the same organization, based on use of loaded language in story selection that aligns with center-left framing, though it is deemed mostly factual with rare corrections needed.^[11] These ratings apply across editions, as The Local maintains consistent editorial guidelines emphasizing expatriate-focused news on practical matters like visas, housing, and local laws, which inherently appeals to internationally mobile, often urban demographics predisposed to pro-globalization stances. The Local's viewpoints prioritize neutral-to-progressive coverage of EU integration, multiculturalism, and regulatory changes affecting foreigners, as evidenced by prominent features on relocation guides and policy updates that highlight opportunities rather than restrictions.^[9] This approach contrasts with more nationalist-leaning local media, potentially amplifying cosmopolitan perspectives; for example, articles on migration trends in Europe tend to underscore economic benefits and integration success stories over security concerns.^[19] Critics from conservative outlets have noted an underemphasis on cultural assimilation challenges, attributing this to the site's audience of English-speaking expats who may share left-leaning priors on openness to diversity, though The Local defends its stance as reflective of verifiable data from official sources like national statistics offices.^[11] Assessments of bias must account for the site's operational context: as a digital publisher targeting non-native residents, it avoids overt partisanship to retain broad appeal, but systemic influences in European journalism—such as predominant left-leaning hiring in urban newsrooms—may subtly shape topic selection toward socially liberal angles.^[22] No major scandals of misinformation have been documented as of 2024, supporting claims of reliability despite the slant.^[19]^[11]

Handling of Controversial Topics

The Local approaches controversial topics by prioritizing explanatory journalism tailored to its expat audience, focusing on policy implications, legal contexts, and societal debates rather than advocacy or sensationalism. Coverage often includes breakdowns of government responses to public criticisms, such as Sweden's Migration Agency adjusting citizenship processing priorities in May 2025 to address complaints about prolonged delays affecting long-term residents.^[23] This reflects a pattern of reporting bureaucratic challenges in immigration without endorsing specific political reforms, emphasizing verifiable procedural changes over ideological framing. In discussions of cultural and security-related controversies, The Local has highlighted free speech principles and media reporting practices. For example, amid international backlash to Quran burnings in Sweden in 2023, the outlet analyzed the incidents through the lens of the country's constitutional protections for expression, noting that such acts, while provocative, are not criminalized due to prioritizing unrestricted speech over offense prevention.^[24] Similarly, in Germany, an article examined how local media sometimes omit suspects' foreign origins in crime stories, attributing this to editorial caution around migration sensitivities, which the piece argued distorts public understanding of urban safety trends.^[25] Such reporting extends to political debates, including the 2025 "Stadtbild" controversy in Germany, where discussions of urban demographic shifts prompted calls for safety measures; The Local covered the ensuing demands for policy summits without aligning with partisan interpretations of the term's implications for immigration.^[26] This method underscores a commitment to contextual facts over narrative-driven accounts, aiding readers in navigating integration challenges amid polarized local discourses.

Reception and Impact

Awards and Achievements

The CEO and publisher of The Local, James Savage, received the Swedish Magazine Publishers Association's Grand Award (Sveriges Tidskrifters Stora Pris) in 2021 for his innovative contributions to digital media publishing, including the establishment and expansion of The Local as a multilingual news platform serving expatriates across Europe.^[27] The award recognized Savage's role in adapting traditional media models to online formats amid declining print revenues, with The Local achieving sustainable growth through targeted expat readership and membership-driven revenue.^[27] Journalists from The Local Sweden have received nominations for Swedish journalism prizes, including the Nya Journalistpriset in 2019 for coverage by Catherine Edwards and Emma Löfgren on local policy issues affecting English-speaking residents.^[28] The outlet's Swedish edition was also nominated in 2009 for Årets Dagstidning Digitala Medier, acknowledging early efforts in digital news delivery tailored to non-native speakers. These recognitions highlight The Local's niche focus on practical, expat-oriented reporting, though the organization has not secured major international journalism accolades comparable to those of broader mainstream outlets.

Criticisms and Controversies

The Local has faced criticism for perceived left-center bias in its editorial positions and story selection, particularly in coverage of immigration, EU policies, and social issues, as assessed by Media Bias/Fact Check, which rates editions such as those for Sweden, France, and Switzerland as favoring liberal viewpoints while maintaining high factual reporting standards.^[19]^[29]^[30] This assessment stems from consistent emphasis on expat-friendly narratives, such as facilitating relocation and downplaying native population concerns over migration impacts, which some observers attribute to the site's target audience of English-speaking expatriates and labor migrants rather than broader domestic readership.^[19] User reviews and online discussions highlight dissatisfaction with content perceived as overly promotional of immigration and insufficiently critical of associated challenges, like rising crime rates in host countries. On Reddit's r/TillSverige forum, subscribers have unsubscribed citing low regard for the site's alignment with local Swedish sentiments on integration failures, preferring native-language sources for unfiltered perspectives.^[31] Similarly, The Local Germany's Trustpilot rating stands at 2.6 out of 5 based on user feedback as of 2024, with complaints focusing on repetitive expat-centric articles that overlook deeper economic or cultural frictions for long-term residents.^[32] No large-scale ethical scandals or retractions have been documented, but the site's advocacy for improved media coverage of immigrant viewpoints—evident in its own opinion pieces calling for Swedish outlets to better represent migrant perspectives—has drawn accusations of ideological slant amid national debates on asylum backlogs and policy reversals.^[33] Critics argue this reflects a broader institutional tendency in English-language expat media to prioritize cosmopolitan narratives over empirical data on integration costs, such as Sweden's documented rise in gang violence linked to unassimilated migrant communities.^[34]

Influence on Expat Communities

The Local exerts influence on expat communities across Europe by delivering English-language coverage of local news, policies, and events that disproportionately affect foreign residents, filling a gap created by language barriers in non-English-speaking countries. Operating in nine nations including France, Germany, Italy, Spain, and Switzerland, the outlet employs on-the-ground journalists—many of whom are expats themselves—to report on matters such as visa regulations, tax reforms, and housing markets, which directly inform expatriates' decisions on relocation, employment, and integration. This localized yet accessible journalism helps shape expats' awareness of causal factors like bureaucratic hurdles or economic shifts, enabling more informed responses to real-world challenges rather than reliance on fragmented or untranslated sources.^[1] Practical guides and advice sections further amplify its role, offering step-by-step resources on topics like property purchases, language acquisition, and navigating public services, which expats cite as essential for daily adaptation. For instance, country-specific editions provide detailed explanations of residency permits and cultural norms, reducing the informational asymmetry that often hinders expatriate adjustment. With expatriates tending to consume English media over local outlets due to linguistic limitations, The Local's content influences community behaviors, such as increased participation in local advocacy or relocation choices based on reported policy changes.^[35]^[36] The site's engagement tools, including a daily newsletter and membership program that attracted 50,000 paying supporters by 2021, cultivate a sustained expat readership and foster virtual communities through comment sections and subscriber interactions. This model not only sustains independent reporting but also positions The Local as a trusted hub for peer-validated insights, countering isolation by connecting dispersed foreigners via shared informational needs. While empirical data on direct behavioral shifts remains limited, the outlet's focus on verifiable, expat-relevant facts—drawn from primary local sources—enhances causal understanding of host-country dynamics over generalized or biased narratives.^[1]

References

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About Us
**Summary of The Local:**
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About Us
**Summary of The Local:**
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Nodais AB. 41.2. 41.2. Oricane AB. 19.7. 19.7. The Local Europe AB. 33.5. 33.5. Yanzi Networks AB. 29.9. 29.9. Innoventus AB**. 556602-2728. Uppsala. 4,662.
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Expatriate media Which media do expatriates and expats consume?
When it comes to news and information, most expatriates do not necessarily switch to the local media of the country they're resident in.