Local media gets its swagger back

With the dizzying array of content creators, influencers, podcasters, and AI bots flooding the market with information and, many times, misinformation, consumers are at the very least exhausted and frustrated by the news or at the very worst avoiding news altogether.

Although there is increasing distrust in national news, local news outlets — whether legacy or new entrants — continue to attract loyal audiences in their communities. According to a 2024 Pew Research Local News Study, most U.S. adults (85%) believe local news outlets are at least somewhat important to the well-being of their local community, including 44% who say they are extremely or very important.

These numbers are encouraging for the local news industry, which continues to meet the challenges posed by the constant stream of disruption it has experienced for more than a decade. As consumers feel overwhelmed by information — or misinformation — overload, the local news industry is seizing the opportunity and providing communities with more news that matters to them. Here’s how they’re doing it.

1. Content diversification. Local media will no longer produce “one-size-fits-all” content. Instead, they will accelerate creating niche content for niche audiences in their communities. Relevance and representation of the diversity of the people, ideas and beliefs in their communities will be a priority. The definition of what matters to the people in their communities will be diversified and expanded to ensure all voices are heard. For example, The Atlanta Journal Constitution is investing in additional resources to create community focused content like Politically Georgia, UATL, and UGA.
2. Distribution diversification. Regardless of their legacy format, local media companies will distribute written, audio and video content. The lines are becoming blurred. Newspapers are creating podcasts, radio stations are creating videos and TV stations are writing articles. Content will be increasingly distributed from every local outlet across multiple platforms including online, social media, CTV, podcasts and free advertising-supported streaming TV (FAST), giving readers more ways to consume local news.
3. Return of local media influencers. Local news reporters have always been celebrities in their communities. They work, shop and dine in the towns they report on. Who knows what’s going on with the Dallas Cowboys better than The Dallas Morning News sports reporters? Next year, local reporters will increase their standing as local influencers in social media and beyond.
4. Position of power with AI. AI can’t create local news, so consumers will continue to rely on local reporters that live and work in their community to validate information. Also, for the first time in decades, local media companies can create a more balanced value exchange with tech platforms. Daily news that is created by local newspapers, TV, radio and online-only news outlets is critical for AI companies to create summaries that are relevant and accurate. AI platforms are knocking on our door and the LMC will take advantage of this opportunity to negotiate partnerships that more appropriately compensate local media outlets for the original content they produce.
5. Increased access. Digital subscription models are evolving so hard paywalls — which drive away frustrated consumers — will become less prevalent. Local news outlets (print and broadcast alike) will use propensity modeling to determine whether to best monetize specific content through subscriptions, advertising or donations. This will provide more choice for consumers eager to consume local news as well as a better opportunity for local media to maximize their revenue.
6. Strength in numbers. Local media companies are collaborating on new revenue opportunities that create more sustainable business models so they can continue to invest in local reporting and keep their communities informed. With that in mind, the LMC created NewsPassID as a way for advertisers to easily reach local media audiences at scale. And our reach is significant. Our collective audience is 186 million unduplicated unique visitors per month ranking us No. 11 nationally in ComScore behind Google, Microsoft, Facebook, Yahoo, Amazon, and others. This will benefit local consumers because media buyers can easily support local news as an alternative to the polarized environment in social media.

Based on a recent LMC survey, local media is forecasting an increase in 2025 digital revenue led by an uptick in consumer and advertising revenue associated with the continued maturation of video-focused efforts and newsletter engagement strategies. Because of this positive momentum, the Local Media Consortium is bullish on local news and thinks 2025 will be the year local media gets its swagger back.