More demand for local news
ONLINE audiences for local news media have surged by 17.9 per cent over the past year as more people than ever before seek out trusted local journalism to help them navigate the pandemic, new audience data has shown.
Launched today, the JICREG Life is Local database update shows that 42 million people now access local journalism in print or digital each month, with sharp increases seen in the consumption of local news on mobile among younger age groups.
News Media Association chairman Henry Faure Walker 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.”
The launch is supported by OmniGOV chief executive Paul Knight. He 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.”
Headline findings from JICREG Life is Local include:
■ Local media now has a monthly total brand reach of 42m people (78.5 per cent of GB population aged 15+) up 7.7 per cent year-onyear;
■ Digital audiences have grown by 17.9 per cent year-on-year, now standing at 37.6m people every month;
■ 0.9m young people (aged 15-34) now consume local media on mobile every month – up 18.5 per cent in the last year.
Newsworks’ Come Together research earlier this year showed a resurgence in the importance of community and that people value the role journalism plays in society more since the pandemic started.