Marketing Body for Local Newsbrands Has Launched

Local Media Works (LMW), the marketing body for local news media in the UK, has launched under the umbrella of the News Media Association.

LMW will cover marketing and promotional activities for the local media sector including commercial initiatives such as Featurelink and 1Local, market research and intelligence, databases and the day-to-day running of the sector’s audience measurement currency JICREG. 

It will also run campaigns such as Local Business Accelerators and Local Newspaper Week, which raise the profile of local media and bring new revenues into the industry, and continue to develop the industry’s relationships with key advertiser and media agency contacts.

The launch of LMW follows yesterday’s announcement about the News Media Association (NMA) – the new united voice of the national, regional and local news media sector in the UK.

LMW’s activities will be steered by a local commercial board, replacing the Newspaper Society (NS) communications and marketing committee, which will report in to the NMA Board alongside the Newsworks commercial board for the nationals.

LMW chairman Blanche Sainsbury, Local World commercial director, said: “Local newsbrands, in print and online, are far more trusted than any other media, reaching 37.5 million people across the UK each week.

“That’s an immensely powerful proposition and the mission of LMW will be to convey the industry’s scale and effectiveness to advertisers and media agencies, while continuing to provide the first rate data and intelligence services which member publishers depend upon.” 

The new LMW and NMA are the result of the merger of the NS, which represented local and regional newspaper publishers, and the Newspaper Publishers’ Association (NPA) which represented national publishers.


For more information please contact Paul Sinker at or Jessica Jones at  @localmediauk