I don’t think it’s fair that some of the local press is getting in a strop with Sir Michael Lyon’s plans for better regional BBC content.

Read this article in today’s Times for a bit of back story:

Newspaper groups are unhappy about BBC proposals to introduce ‘hyper-local’ news websites, covering a town or county, which they believe will stifle their digital growth, at a time when their profits are crumbling in the wake of the economic downturn caused by the credit crunch. The plans, though, have to be approved by the BBC Trust, which Sir Michael heads.

That paragraph, on its own, seems to present a good point from the regionals. Why should the BBC juggernaut — and it is a juggernaut, despite its well-publicised hardships — trample on the local press with its own hyperlocal offerings?

Chief exec of Trinity Mirror, Sly Bailey, has been doing the rounds lately. She’s been here there and everywhere defending newspapers. Her interview in Press Gazette was especially interesting — but since it’s not online, nobody can read it. Figures.

She pops up again in the Times piece:

Ms Bailey accused Sir Michael of holding “outrageous views” and making “an astonishing attack on the local press” and said that “research shows consumers rate regional press as more trusted than any other media, including the BBC”.

I trust my local paper. Why would I have any reason to disbelieve that a school put on a production last week? Or that someone is now 100 years old? I’m not dismissing local press as being trivial here, but my point is that it’s a lot harder for the BBC to maintain that trust when they deal with far more complex topics.

Here’s my main criticism of Sly and co.’s argument:

If the BBC doesn’t go ahead with its hyperlocal plans, will it mean local newspaper sites will improve?

I think we all know the answer.

My two most local newspapers — The Hunts Post and Cambridge News — aren’t doing nearly enough to engage with their readers online. The Hunts Post is a great newspaper. It has a small team. Too small, I’d argue, but that’s another issue. I don’t blame them for not spending too much time interacting online, because the paper still has a very strong print audience.

But the Cambridge News? Cambridge is a city of early-adopters. I once read that, as a percentage of total population, Cambridge has more people registered on eBay than any other European city. Sorry I can’t verify that with a source, but anyone who knows the city well wouldn’t find such a statement hard to believe.

Cambridge is a home to huge centres for the likes of Microsoft. Does its newspaper reflect that? I’d argue no, not at all. Their ‘blogs’ aren’t even blogs at all. Why is there not a news blog? Or a sports blog? Or, considering Cambridge is a hub for science in the UK, why not a science blog that is written in the same style as Bad Science in the Guardian?

If the paper has a Twitter presence, it’s not publicised enough. If they’re on Facebook, they’re doing a pretty poor job at making themselves known.

Now, it’s all well and good saying what’s wrong with a site. It’s another to prove it can be done better. Well there’s proof in Matt Gooding’s Cambridge United Blog. Matt writes for the Royston Crow — another newspaper starved of any kind of progressive internet publishing. I wonder if they know they have the likes of Matt in their ranks? A waste of brilliant blogging talent.

More to the point, though, if Matt is doing his Cambridge United blog in his own spare time, for free, using tools that are available for no fee, then why isn’t the Cambridge News? They couldn’t possibly complain of budget constraints. You know, even if they just aggregated his blog. Or linked to it. Or ANYTHING that acts as a service to readers to let them know that some brilliant, opinionated writing is out there.

The moral of this whole tale, of course, is that regional press haven’t dealt with the internet. It scares them. They don’t know how it works.

A friend of mine was recently told not to mention the internet in a job interview with a regional because “the editor doesn’t like it”. The editor should be sacked this instant. When I mention this tale on Twitter yesterday, I got a load of replies saying ‘I bet it was…’. All were wrong. But it goes to show that it isn’t an isolated problem.

If I was to meet Sly Bailey tomorrow, I’d tell her to wake up. Rather than have a go at the BBC for moving with the times, why not look into providing better websites yourselves. It doesn’t cost much. The site I created for Whitireia Journalism School in Wellington, New Zealand, earlier this year proves that so much can be done with so little time, effort and money.

I’m biased, of course, but I’d say Newswire.co.nz is a far better local news site than Cambridge News. Newswire’s total cost? About £200, plus my wage. Cambridge New’s total cost? I dread to think.

What will be most telling will be the response to my criticisms. There won’t be any — except maybe from Matt Gooding and those at Newswire. Why? Because they’re in control of their online identities. The likes of the Cambridge News won’t be aware of anything I’ve said. I hope they can surprise me, I really do.

I’ve used the Cambridge News as my example, but to steal a Sarah Palin-ism, I think it’s fair to suggest that Cambridge News is a microcosm of the UK regional press.

Many regional papers would be happier if the internet didn’t exist.

But here’s the good news: There’s still time. It can still be turned around. There is enough money in the kitty, and enough readership to give any regional paper some online success. Whether they rise to the challenge or not is up to them. If they don’t they’ve only got themselves to blame.