{"id":16647,"date":"2025-06-19T15:24:56","date_gmt":"2025-06-19T14:24:56","guid":{"rendered":"https:\/\/newsmediauk.org\/?page_id=16647"},"modified":"2025-08-13T20:38:02","modified_gmt":"2025-08-13T19:38:02","slug":"industry-challenges","status":"publish","type":"page","link":"https:\/\/newsmediauk.org\/local-media-works\/industry-challenges\/","title":{"rendered":"Local News Uncovered: Myths vs. Reality"},"content":{"rendered":"\n<div id=\"trust-local-header\" class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow 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class=\"wp-block-navigation__responsive-container-open always-shown\" \n\t\t\t\tdata-wp-on-async--click=\"actions.openMenuOnClick\"\n\t\t\t\tdata-wp-on--keydown=\"actions.handleMenuKeydown\"\n\t\t\t>Menu<\/button>\n\t\t\t\t<div class=\"wp-block-navigation__responsive-container hidden-by-default\"  id=\"modal-1\" \n\t\t\t\tdata-wp-class--has-modal-open=\"state.isMenuOpen\"\n\t\t\t\tdata-wp-class--is-menu-open=\"state.isMenuOpen\"\n\t\t\t\tdata-wp-watch=\"callbacks.initMenu\"\n\t\t\t\tdata-wp-on--keydown=\"actions.handleMenuKeydown\"\n\t\t\t\tdata-wp-on-async--focusout=\"actions.handleMenuFocusout\"\n\t\t\t\ttabindex=\"-1\"\n\t\t\t>\n\t\t\t\t\t<div class=\"wp-block-navigation__responsive-close\" tabindex=\"-1\">\n\t\t\t\t\t\t<div class=\"wp-block-navigation__responsive-dialog\" \n\t\t\t\tdata-wp-bind--aria-modal=\"state.ariaModal\"\n\t\t\t\tdata-wp-bind--aria-label=\"state.ariaLabel\"\n\t\t\t\tdata-wp-bind--role=\"state.roleAttribute\"\n\t\t\t>\n\t\t\t\t\t\t\t<button  class=\"wp-block-navigation__responsive-container-close\" \n\t\t\t\tdata-wp-on-async--click=\"actions.closeMenuOnClick\"\n\t\t\t>Close<\/button>\n\t\t\t\t\t\t\t<div class=\"wp-block-navigation__responsive-container-content\" \n\t\t\t\tdata-wp-watch=\"callbacks.focusFirstElement\"\n\t\t\t id=\"modal-1-content\">\n\t\t\t\t\t\t\t\t<ul class=\"wp-block-navigation__container is-responsive items-justified-right no-wrap visible-links wp-block-navigation\"><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/trust-local\/\"><span class=\"wp-block-navigation-item__label\">Home<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/news\/\"><span class=\"wp-block-navigation-item__label\">Local News<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/innovations\/\"><span class=\"wp-block-navigation-item__label\">Innovation Starts Here<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/key-stats\/\"><span class=\"wp-block-navigation-item__label\">Key Stats<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/testimonials\/\"><span class=\"wp-block-navigation-item__label\">Testimonials<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/case-studies\/\"><span class=\"wp-block-navigation-item__label\">Local Ads in Action<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/\"><span class=\"wp-block-navigation-item__label\">LMW Database<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/public-notice-portal\/\"><span class=\"wp-block-navigation-item__label\">Public Notice Portal<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/industry-challenges\/\"><span class=\"wp-block-navigation-item__label\">Local News Uncovered<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/why-advertise-with-local\/\"><span class=\"wp-block-navigation-item__label\">Why Advertise with Local?<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/blog\/region\/regional-and-local-campaigns\/\"><span class=\"wp-block-navigation-item__label\">Campaigning<\/span><\/a><\/li><\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/nav><\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-cover has-parallax\" style=\"min-height:100vh;aspect-ratio:unset;\"><div class=\"wp-block-cover__image-background wp-image-17063 size-large has-parallax\" style=\"background-position:50% 50%;background-image:url(https:\/\/newsmediauk.org\/wp-content\/uploads\/2025\/07\/iStock-1772960580-scaled-e1752501118949-1024x621.jpg)\"><\/div><span aria-hidden=\"true\" class=\"wp-block-cover__background has-dark-grey-background-color has-background-dim-70 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<div class=\"wp-block-group slideUp is-layout-constrained wp-container-core-group-is-layout-13d41742 wp-block-group-is-layout-constrained\"><h1 class=\"has-text-align-center alignfull wp-block-post-title has-x-large-font-size\">Local News Uncovered: Myths vs. Reality<\/h1>\n\n\n<p class=\"has-text-align-center has-medium-font-size\"><\/p>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-white-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\"><div class=\"quote-block collapsable\">\n    <span style=\"background-color: #00b9bf\"><\/span>\n    <div>\n        <h2 tabindex=\"0\">Isn\u2019t local journalism dying out?<\/h2>\n        <div class=\"area_content\">\n            <p><strong>Quite the opposite.<\/strong> 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 &#8211; proof of its enduring relevance and demand (Source: JICREG).<\/p>\n<p>The local news sector is made up of a plethora of ownership models, including large multi-title publishing companies &#8211; which often support local news in areas where smaller businesses couldn&#8217;t operate sustainably &#8211; alongside medium-sized and smaller, family-owned local publishers.<\/p>\n        <\/div>\n        <span tabindex=\"0\" class=\"arrow\" style=\"color: #00b9bf\"><\/span>\n    <\/div>\n<\/div>\n\n<div class=\"quote-block collapsable\">\n    <span style=\"background-color: #00b9bf\"><\/span>\n    <div>\n        <h2 tabindex=\"0\">Are local news brands still trusted by the public?<\/h2>\n        <div class=\"area_content\">\n            <p><strong>Yes &#8211; and more than ever.<\/strong> 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.<\/p>\n        <\/div>\n        <span tabindex=\"0\" class=\"arrow\" style=\"color: #00b9bf\"><\/span>\n    <\/div>\n<\/div>\n\n<div class=\"quote-block collapsable\">\n    <span style=\"background-color: #00b9bf\"><\/span>\n    <div>\n        <h2 tabindex=\"0\">Isn\u2019t advertising with local media old-fashioned and ineffective?<\/h2>\n        <div class=\"area_content\">\n            <p><strong>Far from it.<\/strong> 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\u2019s IPA Databank analysis, for those using news brands, advertisers experience an 88 per cent profit growth uplift compared to those who don\u2019t use news brands. You can find case studies of local ad campaigns <a href=\"https:\/\/newsmediauk.org\/local-media-works\/case-studies\/\">here<\/a>.<\/p>\n        <\/div>\n        <span tabindex=\"0\" class=\"arrow\" style=\"color: #00b9bf\"><\/span>\n    <\/div>\n<\/div>\n\n<div class=\"quote-block collapsable\">\n    <span style=\"background-color: #00b9bf\"><\/span>\n    <div>\n        <h2 tabindex=\"0\">Aren\u2019t audiences too fragmented now for local news to make an impact?<\/h2>\n        <div class=\"area_content\">\n            <p><strong>Actually, local media unites communities.<\/strong> 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 &#8211; something social media can\u2019t 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.<\/p>\n        <\/div>\n        <span tabindex=\"0\" class=\"arrow\" style=\"color: #00b9bf\"><\/span>\n    <\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\"><div class=\"quote-block collapsable\">\n    <span style=\"background-color: #00b9bf\"><\/span>\n    <div>\n        <h2 tabindex=\"0\">Do local news brands have real influence?<\/h2>\n        <div class=\"area_content\">\n            <p><strong>Absolutely.<\/strong> Local journalists hold power to account, break major stories, and campaign for real change &#8211; everything from saving public services to pushing for legislative reform. They don\u2019t 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).<\/p>\n        <\/div>\n        <span tabindex=\"0\" class=\"arrow\" style=\"color: #00b9bf\"><\/span>\n    <\/div>\n<\/div>\n\n<div class=\"quote-block collapsable\">\n    <span style=\"background-color: #00b9bf\"><\/span>\n    <div>\n        <h2 tabindex=\"0\">Isn\u2019t digital killing local journalism?<\/h2>\n        <div class=\"area_content\">\n            <p><strong>Digital is driving its growth.<\/strong> 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 <a href=\"https:\/\/newsmediauk.org\/local-media-works\/innovations\/\">here<\/a>.<\/p>\n        <\/div>\n        <span tabindex=\"0\" class=\"arrow\" style=\"color: #00b9bf\"><\/span>\n    <\/div>\n<\/div>\n\n<div class=\"quote-block collapsable\">\n    <span style=\"background-color: #00b9bf\"><\/span>\n    <div>\n        <h2 tabindex=\"0\">Is advertising in local news just for small, local businesses?<\/h2>\n        <div class=\"area_content\">\n            <p><strong>No.<\/strong> 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.<\/p>\n        <\/div>\n        <span tabindex=\"0\" class=\"arrow\" style=\"color: #00b9bf\"><\/span>\n    <\/div>\n<\/div>\n\n<div class=\"quote-block collapsable\">\n    <span style=\"background-color: #00b9bf\"><\/span>\n    <div>\n        <h2 tabindex=\"0\">Can local news brands survive commercially in today\u2019s market?<\/h2>\n        <div class=\"area_content\">\n            <p><strong>Yes &#8211; with the right support and innovation.<\/strong> Local news publishers are building sustainable models through digital subscriptions, diversified revenues, and smart advertising solutions. They\u2019re also key partners for brands looking for responsible, high-impact platforms.<\/p>\n        <\/div>\n        <span tabindex=\"0\" class=\"arrow\" style=\"color: #00b9bf\"><\/span>\n    <\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":0,"parent":443,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"landing.php","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-16647","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Local News Uncovered: Myths vs. Reality - News Media Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newsmediauk.org\/local-media-works\/industry-challenges\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Local News Uncovered: Myths vs. Reality - 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