Locational preferences of new media start-ups in North America

The new media industry is regarded favorably by many American cities that seek to expand their competitive advantage in the next century. Many regard this industry as a high-tech cachet and hope to encourage its growth in their cities. However, little is known so far about the locational preferences of this industry. In order to understand and clarify the locational preferences of the new media industry, eight case studies were conducted in Boston and New York. A nationwide survey on the Internet was also conducted. Several major factors affecting this industry's locational preferences are presented. Overall, the majority of the new media companies studied are small start-ups, many of which occupy offices that combine living space and work space. Many are located not only in several 'new media capitals' but also in small cities and towns nationwide. Personal preferences regarding the quality of life and the type of work space and atmosphere (i.e. informal and innovative work style) play a major role in the selection of a location.