Isn’t local journalism dying out?
Quite the opposite. While the industry has faced challenges, local journalism is adapting and evolving. Publishers are delivering rich content across multiple platforms from digital, audio, and video, to podcasts, newsletters and print, finding new audiences and delivering trusted local news and information in new and innovative ways. Local news reaches 42 million people every month – proof of its enduring relevance and demand (Source: JICREG).
The local news sector is made up of a plethora of ownership models, including large multi-title publishing companies – which often support local news in areas where smaller businesses couldn’t operate sustainably – alongside medium-sized and smaller, family-owned local publishers.
Are local news brands still trusted by the public?
Yes – and more than ever. 80 per cent of UK adults trust the news and information they see in their local media (OnePoll survey, 2025), and users are 2.4 times more likely to find news brand sources reliable compared to social media (Newsworks: Fact Not Fake, 2023). 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 per cent profit growth uplift compared to those who don’t use news brands. You can find case studies of local ad campaigns here.
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 and trusted, engaged environments – something social media can’t always offer. Based on a OnePoll survey in 2024, 91 per cent 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 per cent agree local news media is relevant to them personally and helps connect them to others (OnePoll survey, 2024).
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. See some powerful cases of innovation from local media here.
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. Combining the audiences of multiple local brands helps advertisers reach a wider national audience with the power of local engagement.
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.