Full Breakdown
Marketing Local News: Insights from Recent Research
10/3/2025, 12:26:41 PM
Understanding Public Perception of Local News
Recent research commissioned by Press Forward has revealed significant insights into how Americans perceive local news and the messaging that can effectively engage them. Conducted through a survey of over 3,000 U.S. adults, the study aimed to identify the factors that inspire trust and action towards local news. The findings indicate that a substantial majority—87% of respondents—believe local news is personally important, although this sentiment is slightly lower among younger adults aged 18 to 29, where it drops to 77%.
Key Findings on Messaging
The research highlights that the term "local news" is preferred over "community news," with 70% of respondents favoring the former. Additionally, the study found that while 70% of participants expressed a willingness to pay for local news, this willingness is notably higher among politically progressive individuals earning between $100,000 and $200,000 annually. Conversely, resistance to paying is more pronounced among those aged 55 and older with incomes below $50,000.
Effective Communication Strategies
The study emphasizes the importance of language in marketing local news. Notably, the word "democracy" tends to alienate potential supporters despite 93% of respondents acknowledging its necessity for democracy. This disconnect arises from emotional fatigue associated with political messaging. Instead, the toolkit suggests avoiding terms like "journalism" and "media," which can evoke partisanship or elitism. Phrases such as "local news is a public good" and "trustworthy local information" resonate more positively across demographics.
Community Concerns and Local News Value
Respondents identified improving safety from crime and drugs as the top community concern, followed closely by reducing local taxes and creating affordable housing. The research indicates that local news should focus on delivering quality information that addresses these pressing issues, rather than leading with narratives of scarcity or financial crisis. The toolkit advises emphasizing the unique value of local news, such as its role in community connection and accountability.
Criticism and Opposition
Despite the positive findings regarding local news, there remains a gap in awareness about the challenges facing traditional funding models. Many respondents are unaware that these models are failing, which can lead to skepticism about the sustainability of local news. The toolkit suggests that leading with a message of value rather than doom-and-gloom can foster a more supportive environment for local news initiatives.
Conclusion
The research conducted by Press Forward provides a roadmap for local news organizations to enhance their outreach and engagement strategies. By focusing on the value of local news, utilizing effective messaging, and addressing community concerns, local news can strengthen its role as a vital resource in American society. The full toolkits for newsrooms and funders are available for those seeking to tailor their messaging effectively.
