Al-Qaida's propaganda focus is shifting with the establishment of locally-oriented jihadi media groups, according to a report by the Middle East Media Research Institute (MEMRI). The refocus has transferred attention from English-language propaganda and calls for attacking America, toward capitalizing on the Arab Spring and establishing Islamic regimes in the Arab world.

"The establishment of these locally oriented media companies apparently marks the implementation of a strategy Al-Qaeda has laid down for the Arab countries, especially those recently freed from the yoke of autocratic rulers, namely Egypt and Tunisia," MEMRI reports.

The rise of localized Arabic-language jihadi media coincides with a general decline of independent English-language al-Qaida media, which has also suffered since the assassination of English-language al-Qaida propagandists Samir Khan and Anwar al-Awlaki in a drone strike last September. Current English-language media consists of translation of pre-existing Arabic videos and publications, with no major magazine replacing formerly popular and now defunct Inspire magazine.

The development is the realization of al-Qaida leader Ayman al-Zawahiri, whose audio addresses have focused on developments in the Arab world.