jenkinscountytimes.com
The Jenkins County Times
Wednesday, November 1, 2023- Page 11
Trusted and reliable, local
newspapers matter to
communities
By Dean Ridings,
Special Contributor
for
The Times
A recent Gallup study showed that American’s confidence
in the national mass media has reached a near record low.
While that’s disturbing, it’s not unexpected. The digital
age has brought a barrage of national news sources that are
focused on sound bites, opinions, partisan views and a race
to push out breaking news, even if it hasn’t been properly
fact-checked or vetted. The problem has been exasperated
by social media channels that allow disinformation to be
distributed virtually unchecked.
Americans trust local newspapers
However, Americans feel differently when it comes to their local newspaper. According to a
2023 national survey of 5,000 adults, local newspapers are the most relied on and trusted media
source of original reporting: more than television and radio, and significantly more than social
media. Trust in local newspapers extends across age groups and demographics, as adults of all
segments recognize the value of reliable local reporting that newspapers deliver.
And, beyond just trusting the reporting local newspapers provide, Americans recognize how
important it is to have a healthy local newspaper in their community. In fact, 74% of all Americans
stated that having a newspaper in their community is important for providing them with much
needed local news and information. It’s hard to get Americans to agree on anything, but they
agree that local newspapers are important.
Local newspapers shine a light on important issues
American’s trust in their local newspaper is not surprising. A local newspaper’s commitment to
reporting the news is different than the national mass media. Local newspapers are just that, local,
and are staffed with dedicated professional journalists who live and work in the communities they
cover. The issues that are important to the community are also important to local reporters, and
that creates a deep accountability to delivering trusted, unbiased news.
Readers and non-readers alike rely on their local newspaper to shine a spotlight on the issues
that matter most to them. From holding local institutions accountable, to reporting on local
schools, sports or entertainment for the weekend, local journalists often uncover stories that might
otherwise go unnoticed. That local connection instills confidence that the information being
delivered is coming from a source that is invested in the health of the community and committed
to high standards of journalistic integrity.
Local newspapers are a trusted advertising source
The trust in local newspapers goes beyond just traditional news. It applies to local advertising,
as well. The same national study of 5,000 adults found that 60% of Americans use newspaper
advertising to help them decide what brands, products and local services to buy. That’s about the
same as local television and much higher than radio, direct mail and social media ads.
Supporting newspapers makes a difference
Despite the high levels of trust in local newspapers, the business model continues to face
challenges. The way people consume news has changed, but Big Tech's continued use of local
newspapers’ content without paying for it puts even more strain on the newspaper business model.
There are easy ways for you to support your local newspaper - and ensure that quality local
journalism remains in your community. In addition to subscribing or advertising, ask your
congressional representatives to support the Community News and Small Business Support Act
(HR 4756) that has recently been introduced in Congress. This bipartisan bill provides much-
needed support to local newspapers that invest in their journalists. For every local journalist who
is employed to work on local news, the newspaper will receive a tax credit. The act is a cost-
effective way for local newspapers to keep professional journalists covering their communities.
It’s a win for everyone. Visit www.supportcommunitynews.com for more info, and thanks for
reading this newspaper!
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