The Pandemic Bolstered Local News; Here’s How to Adjust Your Media Outreach Accordingly

摘要

For some business executives, media relations is simple: ‘Get me in the NY Times/Wall St Journal/Washington Post.’ However, if the past year of media consumption during COVID-19 has shown anything, it’s the importance of local media. In most countries, local newspapers and their websites remain the top source of news for a particular town or region, reaching slightly more than four in ten (44 percent) readers weekly, according to a 2020 report from the Reuters Institute for the Study of Journalism. The study makes clear that readers continue to value their local newspapers. For example, 39 percent of those surveyed in the US said they would miss their hometown paper ‘a lot’ if it was no longer there. In addition, 30 percent of those surveyed subscribed to one or more local titles.