Being local — community, context and connections — is a superpower

Every generation trusts its newspaper more than other media, but here’s what may surprise some publishers: Millennials lead the way at 54%. Boomers aren’t the only ones who value their newspaper.”

Dean Ridings, president and CEO, America’s Newspapers

For more than two decades, newspapers have faced enormous pressure from digital platforms, with early challenges from Craigslist, Facebook and others. At the same time, Google, Yahoo and other search engines were providing new digital advertising solutions with an unprecedented level of scale.

Today, those same organizations continue to dominate the media world, but their impact is fast being overshadowed by the power of AI. The AI engines give consumers detailed personalized information that is specific to their needs, while consuming newspapers’ content without providing any compensation.

While many newspaper publishers clearly understand the challenges posed by Google, ChatGPT, Claude and others, they often forget the one asset they have that Google and the big platforms can never replicate: they are local.

Of the thousands of newspapers that remain across the United States, the vast majority of publishers, editors, reporters, salespersons, delivery agents and employees of those newspapers live in the communities they cover. They attended the same schools, shop at the same grocery stores, eat at the same restaurants, and share in the pride when the local high school football team wins. They all share a common bond with their communities.

This superpower is a key element that can’t be replicated by Big Tech. Just as important is the trust that can accompany that local presence. According to research conducted last year for America’s Newspapers, local newspapers continue to be among the most trusted media at a time when trust in anything is at historical lows. When asked how much trust they place in each type of media, Americans put local news sources at the top, and local newspapers earned the highest average trust rating of any media measured, with social media coming in at the bottom.

Every generation trusts its newspaper more than other media, but here’s what may surprise some publishers: Millennials lead the way at 54%. Boomers aren’t the only ones who value their newspaper.

So, how do newspaper publishers use this superpower? Remind your audience every day that you are local. Highlight a new member of your staff on a monthly basis and tell their local story. Be present at local events and show that you are part of the community.

While this may be obvious for locally owned newspapers, group-owned papers have the same benefits, as their staff is usually local. Neighbors tend to trust their neighbors, and it is harder to find fault with people when they are your neighbors.

The challenges facing newspapers aren’t going away, and AI will only add to the disruption. But in the race to compete with technology, newspaper publishers shouldn’t overlook what technology can’t provide. You know the people, the businesses, the schools and the issues that matter to your communities. That local connection is your superpower. Don’t take it for granted, and don’t be afraid to remind your audience — and your advertisers — why it matters.

Dean Ridings is president and CEO of America’s Newspapers, which represents and advocates for family-owned, independent and group-owned newspapers across the United States. He welcomes your emails at dridings@newspapers.org.