Isn’t local journalism dying out?
Not at all. While the industry has faced challenges, local journalism is adapting and evolving. Many publishers are expanding into digital, audio, and video, finding new audiences and revenue streams. Local news still reaches 42 million people every month – proof of its enduring relevance and demand.
Are local news brands still trusted by the public?
Yes – and more than ever. 80% of UK adults trust the news and information they see in their local media, and users are 2.4 times more likely to find news brand sources reliable compared to social media. In a time of misinformation and fake news, local journalism stands out as a reliable, fact-checked source that people can believe in.
Isn’t advertising with local media old-fashioned and ineffective?
Far from it. Local news brands deliver strong ROI for advertisers, with engaged audiences who trust the platform. Government-backed campaigns and major national brands continue to use local media because it works. According to Newsworks/Peter Field’s IPA Databank analysis, for those using news brands, advertisers experience an 88% profit growth uplift compared to those who don’t use news brands.
Aren’t audiences too fragmented now for local news to make an impact?
Actually, local media unites communities. It brings together people around shared interests, issues, and identities. That gives advertisers the chance to reach real people in meaningful ways – something mass media can’t always offer. Based on a OnePoll survey in 2024, 91% of those that expressed an opinion agreed local news media improves communities by campaigning on issues that matter to residents.
Do local news brands have real influence?
Absolutely. Local journalists hold power to account, break major stories, and campaign for real change – everything from saving public services to pushing for legislative reform. They don’t just report the news; they shape it. In fact, 70% agree local news media is relevant to them personally and helps connect them to others.
Isn’t digital killing local journalism?
Digital is driving its growth. Many local publishers now lead the way in innovation, offering targeted digital campaigns, newsletters, podcasts, and video content that meet modern audiences where they are.
Is advertising in local news just for small, local businesses?
No. National brands and major advertisers regularly turn to local news platforms to run effective, targeted campaigns. The trust and engagement that local media provide translates into measurable results, regardless of campaign size.
Can local news brands survive commercially in today’s market?
Yes – with the right support and innovation. Local news publishers are building sustainable models through digital subscriptions, diversified revenues, and smart advertising solutions. They’re also key partners for brands looking for responsible, high-impact platforms.