Sustainability of Local Journalism
To read about the sustainability of local journalism, download the Local Matters report
Local journalism plays a vital role in society and democracy by providing reliable and editorially controlled news and information sources for communities across the UK. They act as watchdogs for their communities, bringing social, economic, and democratic benefits, including increased local election turnout, and community engagement. Local news brands are personal in a way no other media is – they campaign on issues that are close to people’s hearts and push for meaningful change, fostering open democracy and debate.
They hold those in power accountable, ensuring for example that readers are properly informed before making decisions at the ballot box, as well as continuing to shine a light on important issues that would otherwise go unscrutinised. They cover local sports and collaborate with local businesses – all on behalf of their communities.
The sector reaches huge audiences. According to the latest audience data from JICREG Trust Local, 42 million people (77 per cent of GB population aged 15+) now read local news media in print and digital every month.
And, according to a separate survey by Newsworks/OnePoll, 81 per cent of Brits agree that they trust the news and information they see in their local news media – local newspapers and their websites – a rise of seven per cent on 2018.
In our report, Local Matters, the NMA highlights examples of powerful campaigning and innovation from the industry. In addition to new research, the report also highlights the key asks for policymakers on how we can best ensure a sustainable future for local news media.
Current situation
“What I care about is the long-term sustainability of local news. Making it a profitable business is a key part to ensuring it remains powerful and relevant.”
Liverpool Echo editor, Maria Breslin
Published in 2019, the Cairncross Review highlighted the challenges facing a sustainable future for journalism, yet the recommendations in this powerful report have not been implemented and it has still not resulted in clear and decisive action from government to meaningfully strengthen the sustainability of local journalism. There is a strong future for independent, commercial local news media in the UK, but their business model is challenged by a market rigged in favour of the platforms. This pressure is likely to increase significantly over the coming year as the general economic outlook deteriorates. A big step forward for the industry would be for the DMU to get the statutory powers it needs to level the playing field between publishers and the platforms, including a mechanism for smaller local publishers to negotiate effectively with the platforms.
It is crucial to recognise the importance of local media in devolution and local growth. The success of these initiatives relies on the public being able to engage with and shape the decisions that impact their lives. Plans to give more control to local communities and regions must be accompanied by a commitment to supporting local news publishers. Without this crucial link, it will be impossible for local decision-makers to be truly responsive to the needs of the communities they serve.
What action do we want to see?
Trusted local news media is innovating to create a strong and sustainable future for local journalism in the UK, with a recent example being the industry launch of the Public Notice Portal. To safeguard publishers’ efforts, the NMA continues to make the case to the government to increase their ad spending with local news brands.
At the start of the Covid-19 pandemic, the NMA was successful in securing a government agreement for the ‘All Together’ advertising campaign to keep communities informed about important public health information. The NMA continues to press the government to build on this success, with a long-term government advertising partnership with news publishers which – such as ‘All Together’ – specifically prioritises local news publishers. The Enders Analysis report on the sustainability of local journalism, published in August 2023, stated that government support in this manner would help accelerate publishers’ efforts in innovation.
To support the industry’s transition to a digital-first business model, short-term interventions are imperative to the industry’s sustainability, including providing a package of targeted, short-term financial measures to support local publishers. This could include extending local newspaper business rate relief, and introducing new tax reliefs for journalism and advertising. Limiting the scope and scale of the BBC’s online news services and expanding the BBC/NMA Local News Partnership, while encouraging negotiation and collaboration with commercial publishers would also be a welcome step forward. Crucially, the statutory obligation to place public notices in printed local newspapers must be maintained to protect the public right to know and safeguard this important revenue stream for local journalism.
