New survey for Journalism Matters campaign by News Media Association finds local journalism is essential among spread of misinformation
The need for trusted, local journalism to have a sustainable financial footing in an era dominated by misinformation on social media has been highlighted in a recent survey.
A OnePoll survey for Journalism Matters questioned 2,000 UK adults and found that 76% of respondents believe journalism is vital amid widespread social media misinformation and limited government opposition.
Local journalism is critical, especially as devolution agendas - looking to pass powers down from central government to mayoral combined authorities - amplify the need for regional voices to hold representatives accountable for their decisions.
The survey showed that 66% of respondents see local news as increasingly important in supporting communities.
“Journalism matters more than it ever has before, as our democratic way of life is increasingly challenged in various ways,” said Owen Meredith, CEO of the News Media Association.
To ensure journalism continues to hold those in power to account, readers have an opportunity to help ensure that LincsOnline and the newspapers that power it can continue well into the future.
An annual digital subscription, which gives readers access to an unlimited amount of stories on an ad-lite website as well as digital editions of all its newspapers including the Rutland & Stamford Mercury, Grantham Journal, Spalding Guardian and Lincolnshire Free Press, costs £54.89. A special offer code of HALFPRICE is currently running.
Readers also have the option to pay monthly, and business subscriptions are also available.
Readers can view a limited number of articles to be read for free but the subscription strategy aims to create a more secure financial footing for local journalism amid declining print sales and rising operational costs.
With 71% identifying social media as a main source of fake news according to the survey, securing journalism’s financial future is crucial.
Reliable reporting remains a frontline defence against misinformation, especially in local contexts where accuracy and representation matter.
Audiences also recognise this, with nearly eight in 10 people believing tech firms should be heavily fined if they allow fake news on their platforms, while 60% think advertisers should stop funding or significantly reduce investment if these companies continue to allow misinformation to spread.
Jo Allan, CEO of Newsworks, said: “It is really encouraging to see that most people in the UK understand and value the important role journalism plays in all our lives – and that appreciation only appears to be growing.
“In a year where politics has dominated the domestic and international agenda, journalism continues to play a crucial role in holding those in power to account. And of course, against a backdrop of fake news, misinformation, and disinformation, trusted journalism matters to people more than ever before.”