Local News & Information

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.

The contract isn’t coming apart because people can’t access journalism, but because they increasingly don’t. People still want reliable, relevant information from sources independent of those in power in business and government. In fact, mountains of research suggest that people appreciate the ideal aspirations of journalism, and want news that... See more

While Americans in polls report historically low levels of trust in the media, it could be in large part because much of the press hasn’t been speaking to the concerns of their everyday lives. It would mean incorporating the knowledge and skills of reporters like Heather Bryant, who grew up in rural Missouri, where her lower-income family would buy... See more

I think there’s an opportunity to create something very substantial here in Manchester: a company that revives local journalism across the country and connects people via storytelling , a means of human communication that goes back much longer than the history of newspapers. As the popularity of American magazine-style journalism shows, people... See more

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

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.