More people turn to trusted local news

THE Derby Telegraph and Derbyshire Live is part of a local news brand organisation that is reaching a staggering 42 million people a month.

And the number of people reading local news brands has risen by nearly a fifth over the past 12 months, new figures show.

It is a reflection of the fact readers trust local news brands, especially in the difficult times of the pandemic.

The figures are compiled by JICREG, the Joint industry Currency for Regional Media Research. JICREG includes 520 local daily and weekly newsbrands and is updated twice a year (April and October). There are 71 daily titles and 449 weekly titles covering Great Britain.

For a newsbrand to be reported on JICREG it must have its print circulation audited and its websites tagged by comScore. The titles must also appear on the Local Media Works database.

Henry Faure Walker, chief executive of JICREG member Newsquest and News Media Association chairman, said: “The pandemic not only prompted a renewed interest in local life but it also created a surge in people wanting quality local information and reporting that they could rely on. As a result, local news brands now reach more people than ever before. As we move forward, it is vital that agencies and advertisers acknowledge that life has become more community-focused, and that local news media represents the perfect platform for them to connect with audiences in a highly trusted environment.”

Paul Knight, chief executive of OmniGov, a media-buying unit for the UK Government, says local media is such a powerful proposition for advertisers such as Government, which partnered with news media for “All Together” – a major ad and branded content campaign which has been running in national and local titles throughout the pandemic.

Mr Knight said: “Trusted journalism has taken on increased importance in our lives and advertisers can benefit as a result. And this is as true for Government as it is for the businesses which will power our economy going forward. Now, it is up to the advertising community to seize the opportunity to align with this vital and unique force for good.”

JICREG figures show 10.9 million young people (aged 15-34) now consume local media on mobile every month – up 18.5 per cent in the last year.