The last couple of decades has seen seismic shifts in the way we consume media, especially locally. The landscape of local newspapers and media across the UK has undergone a significant transformation in a short amount of time, as a real change has gone underway from print to online platforms, as publishers hunt for valuable revenue streams.

However, it isn’t all doom and gloom, there are shoots of growth, that show the demand for local journalism is not gone – it has merely shifted into a new form, across not only newspapers, but radio and television, too.

As digital disruption continues to redefine the media industry, local newspapers are navigating a new chapter marked by both challenges and opportunities. At Eden PR, we recognise the pivotal role local media plays in our communities and the importance of understanding its current state.

Here is Eden’s analysis of where the industry is at…

The Digital Shift

The most notable change in the local media sector is the acceleration towards digital platforms. Print circulation has seen a gradual decline over the past decade, with many local newspapers reducing their print runs or moving entirely online.

This transition is driven by changing consumer habits, with audiences increasingly consuming news on digital devices – for a variety of reasons, be it the sale price of local newspapers increasing, cuts to staff leading to less truly local news being written or an increase in the number of smartphones among the general public.

In 2024, around 51% of total users of the internet stated they did so in order to “keep up to date with news and events”. All in all, the habit of heading to the corner shop to purchase a newspaper, in order to keep up with current ongoings is long gone.

Financial Challenges and Revenue Models

Local newspapers have faced significant financial pressures as traditional advertising revenue has dwindled. Classified ads, once a substantial income source, have largely migrated to online marketplaces.

In response, media outlets are exploring diverse revenue models. Subscription-based services have gained traction, with many local newspapers implementing paywalls or offering exclusive premium content to subscribers.

On the positive side of things, philanthropic support and community funding initiatives are becoming more common across the UK. Usually in the form of a paid-for newsletter subscription, these are considered, thoughtful pieces of journalism that hark back to days gone by – local stories for local people. This upward trend reflects a growing recognition of the essential role local journalism plays in maintaining informed, proactive communities.

The Rise of Social Media

Social media platforms have become vital for local newspapers, both as a distribution channel and a source of audience engagement. News organisations leverage platforms like Facebook, X, Instagram, and WhatsApp Communities to reach broader audiences and re-direct traffic to their websites.

However, this reliance on social media brings its own set of challenges: which include the need to appease algorithms set by the social media companies, that often prioritise sensational, tabloid-driven content over substantive local news. This is reflective of the stance many local media have taken and differs from the approach of existing to inform the local person, as opposed to satisfying an algorithm.

Hyperlocal Focus and Community Engagement

In response to the digital shift and financial pressures, many local newspapers are doubling down on hyperlocal content.

By focusing on stories that directly impact their immediate communities, these newspapers provide unique value that larger, national outlets cannot replicate. Community engagement initiatives, such as local events, town hall meetings, and citizen journalism programs, remain popular. These efforts help strengthen the connection between local media and audiences, fostering a sense of community and shared purpose.

The Role of Trust and Credibility

In an era of misinformation and declining trust in media, local newspapers have a unique opportunity to reinforce their role as credible, trustworthy sources of news.

Local journalists, with their deep understanding of the communities they serve, are well-positioned to provide accurate, context-rich reporting. Fact-checking initiatives and transparent reporting practices are critical in maintaining and building trust with readers.

Broadcast is affected, too…

Local broadcast media has seen a very recent shift, too. Over the last two years, BBC regional radio stations have undergone a radical transformation, with many having been merged and shared broadcasting across regions having been established across specific time slots.

This has seen one singular broadcast across BBC Radio Nottingham, Leicester and Derby on weekday afternoons, as opposed to the long-standing county-specific broadcasts that each station had been transmitting since the 1960s.

…local TV successes

And then, the new kid on the block: local TV channels. Our local station, Notts TV, is celebrating its tenth birthday in 2024, and provides a real melting pot of local content, from news to sport, live events and cultural events that are going on within the city. Owned by Nottingham Trent University, and with clear ties to the university’s acclaimed Confetti Institute of Creative Technologies, the station offers students a pathway to produce, write and star in local media.

Notts TV, as well as other local TV channels across the UK, was given its license to broadcast in 2014 by Ofcom, as part of a wide initiative to invest in local journalism. The licenses for suitability are due to be reviewed in 2025, and extended to the mid-2030s.

Challenges and the Path Forward

Despite these innovations and adaptations, the path forward for local newspapers is not without challenges. Financial sustainability remains a critical issue, as does the need to continually adapt to rapidly changing technologies and audience expectations.

However, there is cause for optimism. The public’s appetite for reliable, locally-focused news remains strong, and innovative approaches being adopted by local newspapers are laying the hopeful groundwork for a resilient future.

One thing that’s clear is that in 2024, UK local newspapers and media are in a state of dynamic evolution. While challenges remain, the sector is demonstrating remarkable adaptability and innovation in its most trying times.

At Eden PR, we believe in the enduring importance of local journalism and its vital role in informing engaged communities. As we continue to support and collaborate with local media, we are committed to helping navigate this transformative era, ensuring that local newspapers not only survive but thrive in the digital age.