Journalism Matters is the industry’s annual campaign to showcase the benefits journalism brings – from holding power to account to connecting communities. In 2025, it launched with an open letter from the NMA, BBC, Sky News and ITN, calling on the government to back trusted journalism and tackle the growing threat of AI-generated misinformation.
At the parliamentary reception to open the campaign, Guardian editor-in-chief Katharine Viner and James Frith MP addressed around 100 parliamentarians, publishers and journalists on the challenges facing news media and the enduring importance of professional reporting in protecting democracy.
The campaign also shone a spotlight on the Defend Your Right to Know initiative, which united local newspapers in opposing government plans to remove alcohol licensing notices from print media – a move critics say would undermine transparency and local engagement.
Prime Minister Keir Starmer pledged to “work with and support” local journalism, while new research from Yonder Data Solutions found that 93 per cent of residents view such notices as vital to community life.
A special Journalism Matters video series showcased outstanding reporting, featuring The Guardian’s Sirin Kale, The Times’ George Greenwood, and Nottinghamshire Live’s Oliver Pridmore, celebrating the skill, persistence and empathy that underpin quality journalism.
Run by the News Media Association, Journalism Matters is a chance for news media titles to tell their readers about the important job they do and why they do it. Anyone can take part by voicing their support for their newspaper and highly trusted journalism, which underpins democracy.
In previous years, the campaign has seen support from high-profile figures such as HM Queen Elizabeth II and senior politicians.
Guide for news brands
Journalism Matters week runs every year, with an overarching theme of the importance of trusted journalism to society.
Some ideas for editors to highlight this vital work in their coverage during the week follow:
- Showcase their titles’ campaigning achievements and explain how their journalism has delivered real benefit to people, whether it be fundraising for key workers or providing free newspaper home delivery for vulnerable people.
- Run stories on the business of journalism and the current threats and opportunities. Different people from across the business telling their stories could be featured.
- Conduct interviews with local dignitaries – MPs, council leaders, local celebrities, sportspeople – in which they explain why journalism is so important.
- Explainers on the role of journalists and why their work holding power to account is important.
- Editorials and opinion pieces talking about the value and importance of journalism during the pandemic, referencing increased audiences and reader engagement where appropriate.
The weeklong campaign is a chance for editors to remind readers of the reasons why journalism is so important to our democratic way of life, and the threats it faces on various fronts. Some further ideas for editors coverage follow:
- Use the Journalism Matters logos and key industry stats about news media.
- Use hashtags #journalismmatters #makingadifference and #buyapaper on social media.
- Host reader surgeries showing the process behind the production of trusted journalism.
- Invite a guest editor such as a celebrity or dignitary to edit the newspaper during the week.
Making a Difference
Making a Difference showcases the best campaigning work of newspapers across the UK. At the start of Journalism Matters, an online vote will go live, and the public will be invited to vote for their favourite local and national campaigns from the Making a Difference showcase.
Newspapers included in the shortlist can run stories in the run-up to and during the vote, encouraging readers to back their campaign. Editors and journalists can also use social media to secure the backing of readers, local MPs, and celebrities.
Campaigns from the i Paper and the Courier, and its sister title the Press and Journal, won the best national and local campaigns respectively for the Making a Difference 2025 award for their outstanding efforts in driving change through the Second Post Office IT Scandal investigation and the Trapped by RAAC campaign.
For queries or questions about Journalism Matters, please contact Paul Sinker paul@newsmediauk.org or Laura Skerrett, laura@newsmediauk.org.
Facts and figures
92%
of UK adults say they use local media
Source: NMA “Local Matters” (2024)
33%
Just 33% of people think social media is a trustworthy source of news
Source: Ofcom (2021)
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)
+115%
Trust plays a key role, with people being more than twice as likely (+115%) to trust news brands over social media.
Source: Newsworks (2024)
0.37pp
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
27%
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)
82%
Local and national news brands reach 82% of the GB population (45.9 million people aged 16 or over) every month
Source: OnePoll survey (2025)
18th
The UK is currently 18th out of 180 countries in the World Press Freedom Index
Source: Reporters Without Borders (2026)
9 in 10
adults say journalism is important to society today – up by 20% on last year’s poll
Source: Newsworks (2026)
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
£1bn
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)
1.5x
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)