It doesn't tell you how they live.
For decades, geography has been one of the foundations of local marketing.
And for good reason.
Where someone lives can tell us a lot about which stores they can reach, which services are nearby and which offers might be relevant.
But geography is only the beginning.
Two households living on the same street can have completely different needs.
One may be a family planning a large weekly grocery shop.
Another may be a single-person household buying little and often.
One may prioritise price.
Another convenience.
Another quality.
Another sustainability.
Same postcode.
Different lives.
The opportunity for modern local media is to combine geography with better data and better understanding.
Not simply:
Where does this person live?
But:
What might actually be useful to this household?
That's an important distinction.
Because precision isn't about sending more messages to smaller geographic areas.
It's about reducing irrelevant communication and increasing useful communication.
The future of local media isn't smaller geography.
It's greater relevance.