Journalism Matters highlights the vital role trusted news media journalism plays in our democratic society.

By campaigning on behalf of their readers, independent news media can make a real difference to people’s lives and bring about change for the better. Find out more on how to take part.

Making a Difference is a showcase of powerful national, local and regional news media campaigns. Each year, an online vote is held to find the public’s favourite local and national campaigns from the past year.

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Facts and figures

92%

of UK adults say they use local media

Source: NMA “Local Matters” (2024)

86%

of editors agreed that the BBC’s plans to cut its local radio provision and expand its online local news content in competition with local newspaper sites will damage independent local journalism in the UK

Source: NMA Survey (2023)

Just 33% of people think social media is a trustworthy source of news

Source: Ofcom (2021)

Trust plays a key role, with people being more than twice as likely (+115%) to trust news brands over social media.

Source: Newsworks (2024)

Local newspapers boost democratic engagement. For every percentage point growth in a local daily newspaper’s circulation, electoral turnout on its patch goes up by 0.37 percentage points

Source: Plum Consulting 2020

77%

of the GB population (aged 15+) read local news media every month

Source: JICREG 2023

In 2022 only 27% of respondents felt that the technology sector is regulated in a way that protects consumer interests, this is a drop from 31% in 2021.

Source: DCMS Survey 2023

70% agree “local news media are relevant to me personally and help connect me to others.”

Source: NMA “Local Matters” (2024)

Local and national news brands reach 83% of the GB population (45.6 million people aged 15 or over) every month

Source: PAMCo (2024)

The UK is currently 23rd out of 180 countries in the World Press Freedom Index

Source: Reporters Without Borders (2024)

97%

of editors agreed that the risk to the public from AI-generated misinformation ahead of the general election was greater than ever before

Source: NMA Survey (2023)

77% of editors agreed news blackouts from the tech platforms would weaken democratic engagement by limiting public access to trusted news

Source: NMA Survey 2023

News content created by British publishers generates approximately £1 billion in UK revenues for Google and Facebook every year

Source: Professor Matthew Elliott, University of Cambridge/NMA (2022)

73% of UK adults trust the news and information they see in their local news media

Source: NMA “Local Matters” (2024)

Research has shown that trust is 1.5x higher when a brand advertises on a news brand website compared to a non-news brand website

Source: Newsworks/IPA Databank 2023

67%

of the public agreed the spread of misinformation and fake news was their main concern with AI, ahead of lack of human creativity and judgement (63%), and the loss of human jobs (61%).

Source: NMA “Local Matters” (2024)

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