With AI-generated content and social media often blurring the line between fact and fiction, many people understandably approach the news with caution. Against that backdrop, the latest survey results are eye-catching: 80% of UK adults now say they trust the news and information they get from their local media, up from 73% in 2024.
On the face of it, this is a real success story for local journalism. The News Media Association has marked the moment by launching the Local Media Works hub, a platform designed to showcase the reach and importance of trusted local reporting. The industry points to this as evidence that, even in a fragmented media environment, newspapers and local websites continue to deliver something people value: accountability, community focus, and familiarity.
But before we declare a full comeback for local journalism, it’s worth looking at the wider picture. Print circulations continue to decline overall, advertising revenues remain under pressure, and many outlets face difficult choices about staffing and resources. The survey data suggests rising trust, but it does not necessarily mean people are buying more papers or subscribing in greater numbers. In fact, The Guardian has previously noted that trust in local outlets often outstrips the level of engagement or financial support they receive.
Politicians, at least, seem to recognise the value of local reporting. A YouGov survey of MPs found that 67% see their local paper as important for supporting democracy, while nearly four in five MPs believe independent journalism benefits society as a whole. This kind of cross-party agreement is rare and encouraging. Still, some critics might argue that warm words from Westminster are not enough if government policies—such as removing public notices from local papers—undermine their business models.
Ofcom’s recent report offers another perspective. It found that ratings for trust, accuracy and impartiality in print newspapers have climbed from 60% in 2018 to 70% in 2025. That’s a notable improvement. Yet at the same time, younger audiences in particular are far more likely to consume news on platforms like TikTok, Instagram and YouTube, where local journalism has a limited presence. The risk is that the positive trend intrust applies mostly to older demographics, leaving the sector struggling to connect with younger readers.
There are exceptions that show what’s possible. The Impartial Reporter in County Fermanagh, for instance, has managed to buck circulation trends through strong investigative work and innovative approaches like drone photography. But such cases are still rare.
So, where does that leave us? Rising trust in local journalism is a genuine and positive sign. It shows that people value reporting grounded in their communities, particularly in an age of misinformation. But it does not erase the structural challenges facing the industry—whether financial pressures, shifting consumer habits, or policy decisions that may weaken it further.
The launch of the Local Media Works hub is a chance to celebrate what local journalism does well. Yet the harder question remains: how can the sector turn trust into long-term sustainability? That is the debate policy makers, advertisers, and communities will need to grapple with in the years ahead.
