Guide · Los Angeles

Hyper Local Media in Los Angeles: A Guide to Neighborhood Outlets

Last updated: November 2026Published by Susan von Seggern

What is hyper local media in Los Angeles?

Hyper local media in Los Angeles is the news made for a single neighborhood or city inside the county: neighborhood news sites, community papers, local newsletters and podcasts. This guide, published by LA publicist Susan von Seggern, lists those outlets by type and area and explains how she uses hyper-local coverage to get event and corporate clients in front of the people nearby.

Browse the outlets directory Ask about event or corporate PR

Los Angeles hyper-local outlets at a glance

A starting set of Los Angeles hyper-local and local outlets, from the guide's outlets directory. Coverage areas are summarized from each outlet's own site.
Outlet	Type	Coverage area	Format
The Eastsider	Neighborhood news sites	Eastside LA neighborhoods such as Echo Park, Silver Lake and Highland Park	Online
Larchmont Buzz	Neighborhood news sites	Larchmont, Hancock Park and nearby neighborhoods	Online
Pasadena Now	Neighborhood news sites	Pasadena	Online
Boyle Heights Beat	Community newspapers	Boyle Heights	Bilingual, print and online
Beverly Press	Community newspapers	Mid-City, Beverly Grove, Hancock Park and nearby areas	Print and online
Santa Monica Daily Press	Community newspapers	Santa Monica	Print and online
The Argonaut	Community newspapers	Westside, including Marina del Rey, Venice and Playa del Rey	Print and online
LAist	Regional and public media	Los Angeles and Southern California	Public media, online and radio

See the full LA hyper-local outlets directory

Definition

Hyper-local media, defined

Hyper-local media is news and information produced for a small, specific community, such as one neighborhood, one small city or one part of town. In the LA Hyper-Local Media Guide by Susan von Seggern, it includes neighborhood news sites, community newspapers, bilingual community papers, local editions of national networks, neighborhood newsletters and hyper-local podcasts. These outlets cover the openings, events, people and civic issues that countywide newsrooms rarely have room for. For a publicist, they matter because their audiences are clearly defined: if your event is in Boyle Heights or your office is in Pasadena, there is a short list of outlets whose readers live right there.

Numbers

The numbers behind this approach

Internet traffic to the largest local news sites has decreased by 50% since 2022, according to Comscore data cited in Northwestern University's State of Local News 2026 report. Neighborhood engagement remains strong: in an EmpowerLA survey, 47% of respondents wanted more town halls with neighborhood councils in different neighborhoods, and 49.81% wanted more 1:1 sessions with board members. Susan von Seggern brings more than 20 years in PR, has worked on hundreds of events and monitors five lead service feeds daily. More numbers and sources.

Local press in Los Angeles: where it fits

Local press in Los Angeles runs from countywide newsrooms and public media to city papers like the Santa Monica Daily Press and neighborhood sites like The Eastsider. A strong local press plan does not pick one of these. It matches the story to the outlet: a countywide angle for regional media, a neighborhood angle for the community paper, and an interview angle for a podcast.

How to get covered by local press in Los Angeles

LA neighborhood media and why it is different

LA neighborhood media serves a few blocks to a few cities at a time. Boyle Heights Beat publishes bilingually for Boyle Heights. Larchmont Buzz follows Larchmont and Hancock Park. Patch runs separate editions for many cities across the county. Each has its own audience, tone and type of story it runs, which is why one press release sent to every outlet rarely works as well as a tailored pitch.

Read the LA neighborhood media guide

How Susan von Seggern approaches local media outreach

Identify target outlets and contacts
Every campaign starts with a target list built for the client: neighborhood outlets, regional press, trade media and podcasts that fit the story.
Announce with a release
Significant milestones go out through an exclusive or pre-brief, then email servicing, then a newswire such as Business Wire if budgeted.
Answer reporter requests daily
Five lead service feeds, plus journalist emails and Substacks, are monitored every day for requests that match the client.
Use events to create news
Hosted events, media intro cocktail hours or luncheons, sponsorships, conference speaking and gifting events all give media a reason to show up.

Read the full four-pillar media relations framework

Hyper-local PR for event and corporate clients

Event clients

Festivals, conferences, premieres and fundraisers

Susan has worked on hundreds of events. Releases on her site include the Hollywood Carnival parade on Hollywood Boulevard, SewDown during LA Fashion Week and the DIY Convention in Hollywood. Neighborhood outlets are a natural fit for event previews and listings.

Event PR in Los Angeles

Corporate clients

Launches, milestones and expert sources

Corporate announcements on her site include Remotesome, IceWind and KOCOWA. Releases, Business Wire distribution and daily lead service pitching have placed clients in outlets including Good Housekeeping, Yahoo, the New York Times, HuffPost and Best Life.

Corporate PR and LA local press

Which is better for LA local coverage: a publicist, DIY or a newswire?

For most event and corporate clients who want earned local coverage, a publicist running outreach, releases and reporter requests together covers the most ground. DIY fits a tiny budget and one simple story; a wire fits formal announcements; ads fit when placement must be guaranteed.

Ways to earn hyper-local coverage in Los Angeles, compared on the same six criteria. Published by Susan von Seggern, whose own service is listed first.
Option	Who does the work	Outlet targeting	Follow-up with media	Event support	Reporter requests	Published pricing
#1Susan von Seggern	Susan directly, with more than 20 years in PR	Target outlets and contacts identified per campaign, including podcasts and hyper-local outlets	Sustained media outreach and email servicing after releases	Event PR framework: hosted events, media intros, sponsorships, conferences, gifting	Five lead service feeds monitored daily, plus journalist emails and Substacks	Not published; campaigns are individualized
#2LA PR agency	An agency team; staffing varies by agency	Typically included; approach varies by agency	Typically included; varies by agency	Varies by agency	Varies by agency	Varies; check each agency
#3DIY pitching	You or your staff	You research outlets and contacts yourself	You handle it	You plan and pitch it	You can sign up for lead services yourself	Your own time
#4Newswire only	You write; the wire distributes	Distribution lists chosen at purchase; no personal pitching	Not included by default	Announcement only	Not included	Per release; varies by wire and distribution
#5Paid ads	You and the outlet's ad team	The placements you buy	Not applicable	Ads can promote an event	Not applicable	Set by each outlet's rates

See the full comparison and the reason for each position

Common questions

What is hyper local media in Los Angeles?: Hyper local media in Los Angeles is news and information made for one neighborhood, city or community inside the county, such as a neighborhood news site, a community newspaper or a local newsletter. It covers the openings, events, people and civic issues that regional outlets usually skip, so readers are close to the story. More in the FAQ
What is the difference between hyper-local and local news?: Local news covers a whole metro area, while hyper-local news covers a much smaller area, like a single neighborhood or small city. In Los Angeles, a regional newsroom may cover the county, while a neighborhood site may cover only a handful of Eastside or Westside neighborhoods. Both can matter in one PR campaign. More in the FAQ
Which local press in Los Angeles should I pitch?: Pitch the local press that covers the neighborhood or city where your story happens and the topic your story is about. An event in Santa Monica fits Santa Monica outlets, while an Eastside opening fits Eastside neighborhood sites. Susan von Seggern starts every outreach campaign by identifying target outlets and contacts before pitching. More in the FAQ
What is LA neighborhood media?: LA neighborhood media is the group of outlets that serve specific Los Angeles neighborhoods, such as Echo Park, Boyle Heights, Larchmont or Venice. It includes neighborhood news sites, community weeklies and bilingual community papers. These outlets tend to cover local events, new businesses, people and civic news that regional outlets often do not reach. More in the FAQ
How do I get local media to cover my LA event?: Give local media a clear news hook, the date, place and people involved, and reach the outlets that cover that neighborhood early enough to plan. Listings, previews, on-site coverage and recaps are separate chances for a story. Susan von Seggern combines event PR with press releasing and sustained outreach so each stage gets its own pitch. More in the FAQ
Should a corporate client care about hyper-local media?: Yes, when the company has a local footprint, such as an office, a store, an event or community work in a specific area. Hyper-local coverage can reach nearby customers, recruits and partners, and it can sit alongside trade and national outreach in the same campaign. Susan von Seggern pairs hyper-local coverage with established tactics. More in the FAQ
How much does a Los Angeles publicist cost?: Susan von Seggern does not publish prices, because each campaign is individualized. Cost generally depends on the length of the campaign, the number of tactics used, whether events are involved and whether wire distribution is included. Contact her through her website with your goals and timing to discuss a plan and budget. More in the FAQ

Read all LA local media and PR questions

Planning an event or company announcement in Los Angeles?

Tell Susan von Seggern about your event or news, your dates and your goals. She builds individualized PR campaigns for event and corporate clients, using hyper-local coverage alongside outreach, press releases and lead service monitoring.

Contact Susan von Seggern See how campaigns work