Why Advertise with Local?

Local news brands are rooted in the communities they serve, offering brands a powerful way to connect with audiences on a personal, emotional level. No other media platform understands local passions, concerns, and culture so intimately, making campaigns more relevant, trusted, and impactful.

Local news media is a tried-and-tested platform that delivers results. The government described the COVID-19 ad campaign ‘All Together’ as delivering “real value for money and proved that news media is an exceptionally effective partner for government advertising campaigns.” 

With 42 million people (77% of the GB population aged 15+) engaging with local news brands every month, they deliver powerful scale combined with high levels of trust – 80% of people say they trust their local news media, outperforming social media platforms. See more compelling stats here.

Local journalism is governed by strong editorial standards, giving brands a safe advertising environment. Campaigning journalism that champions truth and accountability means your brand appears alongside content that truly matters. Explore powerful campaigns here.

The local news industry is constantly innovating across print, digital, video, and audio. Publishers are leading in creative formats, data-led targeting, and community-driven storytelling. See examples of innovation here.

Local news readers are active, loyal, and involved. Whether attending events, supporting local campaigns, or shopping local, they’re paying attention – and they act. That makes them a valuable audience for any brand.

Whether it’s in trusted print editions, mobile-first websites, newsletters, podcasts, or video, local news brands offer advertisers a wide range of flexible formats to reach consumers however they choose to engage.

Aligning with local journalism shows that your brand supports transparency, democracy, and community well-being. It’s a powerful association for brands with purpose and integrity at their core. Advertising revenue to local news brands goes directly to support local journalism in communities across the UK.

Local publishers offer increasingly sophisticated targeting and measurement tools, helping advertisers reach the right people at the right time – and prove ROI. 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.

Local campaigns are often more affordable and more efficient, yet they deliver high engagement, loyalty, and measurable impact, making your advertising budget work harder, right where it matters.