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.”  See more case studies here.

With 42 million people (77 per cent of the GB population aged 15+, JICREG 2023) engaging with local news brands every month, they deliver powerful scale combined with high levels of trust – 80 per cent of people say they trust their local news media, outperforming social media platforms (OnePoll survey, 2025). See more compelling stats here.

Local journalism is governed by strong editorial standards, giving brands a safe advertising environment.

Research from Stagwell shows that ads next to ‘not brand safe’ stories perform just as well as those alongside ‘brand safe’ articles. Compared to non-news sites, news brand advertising offers a 30 per cent ‘greater likelihood’ of being seen, a 261 per cent higher click rate, and a 51 per cent stronger conversion rate.

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 per cent 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.