What do brands need to know about local news media and its effectiveness?

Reach has partnered with PA Consulting to reveal the power of local news media – exploring how trusted, community-driven content delivers unique impact and greater value for your campaigns.

Our latest study uncovers the growing importance of trustworthy, authentic media environments and the pivotal role they play in shaping how audiences respond to advertising.

At a time when misinformation and AI-generated content increasingly blur the boundaries of truth, UK consumers are actively seeking out credible sources. According to the research, 87% of people prioritise trustworthy media, while 81% look for authenticity – reinforcing the enduring influence of reliable journalism on both audience behaviour and brand outcomes.

In this report, we cover:

• Why local news media = trust
• How community relevance drives trust
• Why trust matters to ad performance
• Why not all news media is equal

Download our report below