Studies show that Local Newspapers are the best way for local politicians to encourage participation from their primary target audiences. Research shows that regardless of the competitive that social media seems to have on traditional advertising local newspaper is most influential in participation in local politics.
Local media sources such as your local newspaper or radio station are a great way to begin building a consistent, reliable relationship with your neighborhood audience.
Community members want to know what is going on around them and within their city limits. Studies show that people find newspapers to be the most reliable source of news. This believe increased even more because of the emergence and understanding how much fake news is really out there. When it comes to politics, Newspapers are a credible source of the information they need when searching for causes and charities they might want to contribute to local and allow them to see prominent politicians in a credible light.
Often local communities appreciate genuine attempts to give back and stay involved. Participation in local charities and events and keeping the public informed about where you will be next is a great way to start. Consider placing signage, sponsorship opportunities, or partnering with other local businesses for mutual representation. Newspaper articles and press releases have long served as a way to build relationships in the community, increase recognition, and create awareness.
Local newspaper is most influential in participation in local politics because it increases trust due to its high level of creditability
Local journalism is especially powerful in creating a platform for non-profits, local politicians, and current events. When people spend more time watching T.V., and on their devices, this is important because people become less engaged in local politics without a reliable source of local news.
Studies show that people tend to vote for candidates that they like rather than the parties behind them when voting. Newspapers provide a valuable way for people to research these candidates and issues that are important to them. An added bonus of print campaigns is that returns were also improved. When only TV and online advertising was used, studies found that returns began to diminish after only four exposures. However campaigns that included print combinations were able to improve ad awareness and persuasion metrics at five or more frequencies.
Politicians that want to play an active presence in their community and representing your brand consistently through local newspaper advertising and social media can be a positive way to build connections with voters.
On July 16, 2020, policymakers from both the democratic and representative parties introduced H.S. 7640, the Local Journalism Sustainability Act, to the House of Representatives.
This bill offers several tax credits created to support journalism at a local level. The initiative behind this bill is intended to provide tax credits to local newspapers, subscribers, and advertisers. It would allow readers to have more choices when it comes to supporting their local news.
The goal of each credit is aimed to create a sustainable pathway to strengthening local journalism. The first of these credits being one that seeks to create an incentive towards boosting annual subscriptions.
This legislation provides a way for Local Newspapers to receive up to $25,000 for every qualified journalist they hire. And also allows for Newspapers to employ private contractors to obtain refundable credit when they hire qualified Journalists. The amount is then reduced to 15000 after the first year.
This bill also includes a credit of Up to $250 annually that can be used towards subscriptions for local news organizations, which can cover as much as 80 percent of the subscription costs for the first year and as much as 50 percent of the cost of subscriptions for up to four years after that. (nonrefundable)
The last of the three credits is a five-year tax credit that incentivizes small businesses to advertise with local newspapers, as well as local radio and television stations.
The proposed credits in the Local Journalism Sustainability Act will encourage Americans to subscribe to local publications, help those publications retain and compensate journalists, and provide businesses and publications alike with much-needed advertising dollars. For more information about the the Local Journalism Sustainability Act and its impact on Journalism please see this additional post.