In a bold pivot that has caught the attention of media watchers, Birmingham Live's parent company, Reach Plc, has announced a radical change in its business model. The move comes after the firm reported a 40% decline in website visitors since the start of the year. The new strategy prioritizes original content, high-quality video, and paid subscriptions over the previous focus on high-volume stories about London-based celebrities.
The Catalyst: A Viral TikTok and the 'Piss Troll'
The shift was arguably foreshadowed in March when former Birmingham Live journalist Harry Leach posted a TikTok about the 'Birmingham piss troll'—a piece of 2010s local urban folklore. The legend tells of a masked figure emerging from the canals beneath the nightclub Subway City (now Tunnel Club) to target men relieving themselves over the bridge above. The tale gained notoriety through the now-defunct blog Sick Chirpse and later on the Chart Music podcast, thanks to the late journalist Neil Kulkarni.
Harry's front-to-camera report from the bridge itself was decidedly un-Birmingham Live, according to The Dispatch's editor. It was funny, obscure, and a departure from the grim crime stories, DWP rule updates, and celebrity outfit pieces that have dominated the outlet's output. While acknowledging that Birmingham Live does publish quality work, the editor argues that such stories have long played second fiddle to sensational content.
Reach Plc's Strategic Pivot
Reach Plc's decision to pivot away from ad revenue-chasing is a direct response to the dramatic drop in traffic. The company, which also owns the Birmingham Mail, has faced criticism for eroding the reputations of long-standing local papers. The new 'piss troll strategy'—a nod to Harry's viral moment—signals a commitment to originality and subscription-based journalism.
However, questions remain. Is this change too little, too late? The company has made numerous redundancies over the years, and talented journalists with growing platforms may choose to go independent rather than stay with Reach. The Dispatch, which has focused on original content and subscriptions from the start, serves as a model for what such independence can achieve.
Suburbs vs City Centre: A Heated Debate
Beyond the media landscape, a separate debate is unfolding about Birmingham's character. Moya, a London-based colleague of The Dispatch's editor, argues that the city centre lacks vitality, with the suburbs—particularly Stirchley and Moseley—offering the real buzz. These areas boast independent food scenes, markets, and community events like the Mostly Jazz Festival, making them feel like mini-towns in their own right.
In contrast, the city centre is seen as a place for work rather than leisure. The editor, a self-described contrarian, disagrees but invites readers to weigh in. Are Birmingham's suburbs where the action truly is? Or does the city centre hold hidden gems that deserve more attention?
The Future of Local News in Birmingham
The shift at Birmingham Live raises broader questions about the sustainability of local journalism. With declining traffic and ad revenue, outlets must innovate to survive. Original content and subscriptions offer a path forward, but they require investment and trust. As Reach Plc embarks on this new strategy, the industry will be watching to see if it can restore faith in local news—or if journalists will increasingly strike out on their own.
For now, the 'piss troll' serves as an unlikely symbol of change. It reminds us that local stories, however quirky, have value. Whether they can sustain a business model remains to be seen.
