Why Local Papers Are Here To Stay
Local media is reaching bigger audiences than ever before, no other provider can match it for valued and trusted local news and information, and its power and effectiveness as an advertising medium is growing. Speaking about the strengths of the industry in his report to NS Council last week, director David Newell said publishers were reporting an improved advertising outlook and were well placed to come through the recession.
“Despite the suddenness and severity of the advertising recession which has hit all media sectors globally, local media ad revenues have been stabilising over the summer. And unlike many of its media competitors, local newspaper print readership is being maintained and the industry’s investment in multimedia channels means that it is reaching more of the population than ever as well as attracting new online ad revenues,” he said.
David spoke about the importance of regional and local news, citing recent research from Ofcom which found that consumers regard regional and local newspapers and regional TV as the most important of all media to society. Ofcom also found that – contrary to perceived wisdom – local newspaper content and the quality of local journalism has been improving over time, with case studies from across the UK showing a general increase in high quality investigative journalism and news and an improved overall editorial offering.
He also quoted a recent Mintel study which pointed out that “no other media gives the same commitment and attention to local and regional events as the regional press” and said that “no other provider, including local citizens, could consistently provide locally-focused coverage by journalists in the same way.”
Local media is a £3.9 billion industry employing 38,000 people – including more than 11,000 journalists – with nearly 1300 core regional and local newspapers, more than 1500 websites, 600 niche and ultra local publications, 43 radio stations and two TV channels.
For further information please contact Lynne Anderson on 020 7632 7421 or e-mail lynne_anderson@newspapersoc.org.uk.