FORTY million people now read local news media in print and digital every month, according to the latest audience data from JICREG Trust Local.
A new survey shows that public trust in local news brands has grown sharply in recent years, and has a monthly total brand reach of 40 million, 73 per cent of the UK population aged 15+.
According to a Cabinet Office response to an FOI request from the News Media Association, the government spent less than three per cent of its advertising budget in local news media in 2022, compared to 17 per cent spend with Google and Facebook.
NMA chief executive Owen Meredith said: “Local news media is highly trusted and reaches huge audiences in communities right across the UK – a powerful combination for advertisers large and small.
“As one of the largest advertisers in the UK, government must urgently divert a much higher proportion of ad spend to local news media which delivers so much benefit to the public through its investment in trusted local journalism.”
Audiences spiked during the coronavirus pandemic as the local news sector played a critical role in keeping communities informed, both through local journalism and advertising campaigns.
JICREG chief executive Keith Donaldson said: “The trend of strong growth for local media’s digital audiences has continued in recent years, with a large spike during the coronavirus pandemic as lockdowns caused people to spend more time online.
“In line with other media, local news media has now settled back to a more normal pattern in 2022, retaining the vast majority of new audiences gained during the pandemic. It’s very clear that readers are even more engaged with content which they know they can trust and rely on.”
