In an age where the internet has made everything instantly global, the "think local" tag is often overlooked. Media started as local entities with the local newspaper, then local radio station, then local TV stations, local outdoor signage and local promotions. However even in a global media market "think local" still applies. People can only live in one place at a time, so local media will never die out. Consumers are looking to connect with local retail, entertainment, restaurants, cafes and leisure in their local area. The view that local media is dead is simply not true. Even online usages are local. Instant messaging apps such as Kakao in Korea and We Chat in China are examples of localised online models that do not have a global user base or presence. "Think Local" makes sense. The media trend to be all things to all people is a misnomer. One size does not fit all in media. It pays to do your Media Policy, Media Strategy, Media Planning, Media Buying and Media Audit around Localism. Then expand your thinking based on the availability of your product, brand or service. Media Futures presents industry based articles in the constant search to improve return on media investment.