Data revealed that 80 per cent of UK adults now trust news and information from their local media, up from 73 per cent last year.
The findings come from a OnePoll survey and were released as the News Media Association launched its new Local Media Works online hub.
A survey of 2,000 UK adults, it was conducted from June 30 June to July 3 this year, and represents the views of all those who expressed an opinion.
The Local Medica Works hub aims to showcase the power and influence of trusted local journalism.
Danny Cammiade, chief executive of Tindle Newspapers and chair of the NMA, said: “This strong rise in trust underlines the vital role local journalism plays in people’s lives.
“Whether it is holding power to account, keeping communities informed, or providing a platform for local voices, our industry continues to deliver public value every day.
“Ministers must not place this at risk with ill-judged plans to remove alcohol licensing notices from local papers and their websites, which would shroud local communities across Britain in secrecy and damage local journalism.
“The government’s Local Media Strategy has provided a welcome focus on the value of local journalism to society, and it is vital that this important work results in tangible outputs which contribute meaningfully to the sector, including a firm commitment to keep public notices in local news media.”
The study points to a growing reliance on local media.
It comes at a time when tech platforms are rapidly integrating AI technology, which has led to a rise in factually incorrect and misleading information online, in place of trusted sources such as news brands.
The NMA believes this trend makes trusted journalism more valuable than ever.
Support for local journalism also extends into Parliament.
Polling of Westminster MPs conducted by YouGov last year found that two-thirds (67 per cent) believe the paper in their area plays an important role in supporting democracy.
A further 64 per cent said it is vital for their community, and 63 per cent see it as an essential channel for communicating with constituents.
There was also strong backing for independent journalism more broadly.
79 per cent of MPs from both major parties agreed it makes a positive contribution to society.
The MP survey was conducted online by YouGov with a ‘representative’ sample of 117 MPs surveyed between October 4 and October 29 last year.
Ofcom’s latest news consumption report, published in July, found public trust in print newspapers has also improved.
Ratings for trust, accuracy, and impartiality rose from 60 per cent in 2018 to 70 per cent in 2025.
The newly launched Local Media Works hub aims to brings together case studies, campaign highlights, and commercial insights.
It is designed to highlight the reach, relevance, and resilience of the sector.
The hub is targeted at advertisers, brands, agencies, government, and policymakers.
It argues for policy changes that support sustainable local journalism.
Owen Meredith, chief executive of the NMA, said: “This new research confirms what we in the industry have long known – local journalism is trusted, valued, and vital to communities and democracy alike.
“The Local Media Works hub is a timely and powerful platform to showcase the strength, innovation, and impact of local news media across the UK.
“And why advertisers and consumers alike should embrace local.
“With growing public trust and strong cross-party support in Parliament, this is a moment to champion the role of local journalism not just as a democratic cornerstone, but as a dynamic and effective partner.”
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