Local journalism and its audience

Bibliographic Data

ID7477285
AuthorsLene Heiselberg (0000-0001-9992-696X, University of Southern Denmark, corresponding author), David Nicolas Hopmann (0000-0003-1089-0193, University of Southern Denmark)
Year2024
Volume25
Issue12
Pages2543-2563
Publication date2024-01-12
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournalism (JOURNAL)
Journal identifiersISSN: 1464-8849 • E-ISSN: 1741-3001
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/14648849231173226
OpenAlexW4390811230
LanguageEN
Citations received9
References cited36

Local media outlets are merging, cutting jobs, or closing, due to a loss in audiences and in advertising revenues in an era of digitalization of information environments. This development raises the question how local media outlets can respond to the ongoing digitalization of information environments to retain or even regain audiences and, hereby, their attractiveness for advertisers. This study uses a mixed methods audience research approach to examine the wants and needs of local journalism audiences, tapping into audiences’ functional, symbolic, emotional, and economic values. Since local journalism cannot survive without an audience, an understanding of audience wants and needs is fundamental to secure the future of local journalism. In conclusion, the study provides information on the different perceptions of local journalism held amongst citizen who pay for local journalism, who may be willing to pay, and citizens who do not want to pay for local journalism. This information is crucial for local media outlets to improve their strategies to retain and possibly even regain audiences

Journalism · Media studies · Multimedia · Political science · Sociology · Computer Science · Media Studies and Communication

Tools

Open DOIOpen Access