Local News & Information

All of this will tend to require that national actors— who sometimes like to act like every solution they offer is, almost definitionally, turnkey— become much better acquainted with the detailed operations of those they are seeking to help. And that will mean understanding that, at the operational level, almost every local newsroom is different,... See more

Note that I’m casting the goal in terms of the number of local reporters, not the number of local news outlets, hours of coverage or number of articles. We shouldn’t care about “saving newspapers,” or any particular delivery system. New models of news distribution will continue to be invented — along with compelling new storytelling techniques —... See more

“We realized it’s almost better to empower a single editor in each market,” Heafy said, “and centralize the rest of the operations.”

Behind that shift was something few media startups bother to build: a literal playbook. Heafy described a printed manual, four to five inches thick, that detailed every step of launching and operating a local... See more

In 2019, 21% of Americans had ever met a local reporter, down from 26% in 2016. That’s not surprising given that the number of reporters per 100,000 has dropped a staggering 62% since 2004. That will lead to local news being less trusted.

Audience growth, however, has rarely been romantic.

“We’ve gotten really good at Meta lead ads,” Heafy said. “We can acquire subscribers for under a dollar.”

Despite Facebook’s declining cultural cachet, Heafy remains blunt about its effectiveness. The company uses paid acquisition as a baseline, comparing every other growth tactic against it.