As the digital age reshapes the media landscape, local news publishers face a crucial challenge: staying relevant and profitable. At the heart of this challenge is the ability to deeply understand and engage with their audiences. Sammy Papert, president of Wormhole and sales representative for Coda Ventures, and Phillip Beswick, CEO of The Media Audit (TMA), recently shed light on how their audience studies are helping local news organizations thrive in an increasingly competitive environment. Their research offers powerful insights into how consumers interact with local news platforms and why these insights are pivotal for media companies seeking to monetize their content.
Audience reach and behavior: The data behind engagement
Coda Ventures’ 2023 Local Market Audience Study, conducted with America’s Newspapers, highlights the enduring influence of local news brands across multiple platforms, far beyond traditional print. “News consumers turn to newspapers to stay informed about their communities, whether it's local events, high school sports or public services,” said Papert, noting that 79% of consumers seek information on local happenings.
In an era of rampant media fragmentation, local newspapers remain the go-to source for hyperlocal content. “Even with occasional news deserts, local newspapers remain the best — often only — source of local news,” Papert added. This loyalty stems from the unmatched trust local news brands have built within their communities.
One of the key findings in the Coda study is how newspaper brands, even in a digital-first world, command high levels of trust compared to other media platforms. “Consumers trust newspapers more than any other media, including radio and TV,” Papert explained. This trust translates into a significant advertising advantage for news publishers, as six out of 10 adults use newspaper advertising to inform their purchasing decisions.
The staying power of legacy media: Not to be overlooked
While digital platforms often dominate media conversations, traditional forms of media — radio, TV, and print newspapers — still have considerable reach, according to research from The Media Audit. “Despite fragmentation, traditional media still has a critical place in the media mix,” said Beswick. He shared that 60% of the U.S. population listens to the radio daily, often for over two hours. Broadcast television also remains a powerful medium, with 90% of the population tuning in through various platforms.
One of the standout figures from The Media Audit’s research is that 40% of the U.S. population still engages with print newspapers. While print circulation has certainly declined, this figure is a reminder that newspapers are still a vital part of the media ecosystem. “That’s not something to sneeze at,” said Beswick. “Forty percent of the population still touches a print newspaper, and that’s an audience that continues to be influential.”
Newspaper readers, Beswick pointed out, tend to be affluent, educated and influential. “Fifty percent of college-educated adults and 65% of those with household incomes above $300,000 still read the newspaper,” he shared, reinforcing the value of this audience in today’s media landscape.
Trusted local brands: A key to advertising success
The strength of local news brands lies in the deep trust they’ve cultivated within their communities. “Newspapers are 43% more likely than television to be perceived as the most accurate source of local news,” Papert noted, adding that this trust is critical when monetizing content through advertising. Local newspapers continue to lead the way in audience engagement, especially in a fragmented media environment where trust in digital platforms is often questioned.
The research also reveals that news consumers are particularly valuable to advertisers. “News consumers are 30% to 40% more likely to engage with local advertising in key categories like home improvement and healthcare,” Beswick shared. This engagement makes local news platforms highly attractive to advertisers, particularly in high-value categories such as automotive, healthcare and real estate.
“Local news consumers are not just passive readers; they are actively seeking information that informs their purchasing decisions,” Beswick said. This makes local news a prime channel for advertisers looking to reach affluent, educated consumers who are more likely to spend in their communities.
Using audience insights to drive ad sales
The data from both Coda Ventures and The Media Audit is more than just a collection of statistics — it provides a roadmap for media companies to drive sales and monetize their content. Papert emphasized that leveraging audience insights is critical for any local news organization. “If you’re a local newspaper rep, you start with the trust factor,” he said. “Lead with data that proves your value — show advertisers that you’re reaching the right audience, people who are engaged and ready to buy.”
Beswick added that media companies must position themselves as trusted resources rather than just salespeople. “Your brand is a powerful asset, and with the right data, you can show advertisers the value of local news media,” he said. This positioning allows media companies to offer advertisers a comprehensive solution encompassing both traditional and digital platforms.
Media companies can differentiate themselves in a crowded advertising market by understanding audience behavior and leveraging trusted local brands. “Use this data to show advertisers that you’re not just selling ad space — you’re providing them access to a trusted, engaged audience,” Papert advised.
The future of local news: Data-driven decisions
Ultimately, both Papert and Beswick believe the future of local news lies in data-driven decision-making. “It’s about making data-driven decisions that align with what consumers want and what advertisers need,” said Papert, pointing out that local news publishers have the tools to stay relevant in today’s competitive media environment.
Beswick echoed this sentiment, adding that audience insights provide the foundation for building a sustainable, profitable media business. “With the right audience insights, local news organizations can remain relevant and profitable,” he said.
As local news organizations navigate the ever-changing media landscape, it’s clear that those who embrace data-driven strategies will be best positioned for success. By understanding their audiences and leveraging trusted local brands, local news publishers can continue to thrive while delivering valuable content to their communities.
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