What to know

  • Local media leaders are prioritizing AI, revenue diversification, and trust
  • Sustainable growth depends on direct audience relationships and new business models
  • The most successful newsrooms are experimenting across content, data, and platforms

A year of lessons for local media

One year after launching Keep It Local, a podcast from Local Media Association, a clear picture is emerging: the future of local journalism will be defined by adaptability.

Across dozens of conversations with industry leaders, one theme stands out — sustainability requires both innovation and alignment.

Branded content is evolving — and still powerful

Early in the podcast’s run, Shannon Kinney of Dream Local Digital emphasized that branded content is not new — but the way it’s executed matters more than ever.

The key takeaway: success depends on internal alignment.

Editorial, sales, and leadership teams must work together to position branded content as a value-add, not a compromise. When done right, it becomes a meaningful revenue stream that supports journalism rather than competing with it.

AI is no longer optional

Artificial intelligence emerged as the most discussed topic across the first year of episodes.

Leaders like Paris Brown of The Baltimore Times are using AI as a practical tool — not a theoretical concept — to address real newsroom challenges.

Her approach focuses on:

  • Accessibility (audio, translation, avatars)
  • Efficiency (drafting, editing, workflows)
  • Community alignment (maintaining voice and trust)

At the same time, experts like Ethan Holland caution against limiting AI to content generation. Its real value lies in processing information — summarizing documents, analyzing data, and helping journalists work faster and smarter.

Trust is the deciding factor

Research discussed on the podcast shows audiences remain cautious about AI in journalism.

Key insight:

  • People are more comfortable with AI assisting workflows than creating content outright
  • Transparency and communication are essential
  • Trust can increase if AI enables deeper, more meaningful reporting

This creates an opportunity — not a barrier — for newsrooms willing to engage openly with their audiences.

Revenue is shifting beyond traditional models

Several episodes highlighted new approaches to generating revenue:

Donations and memberships

Bethany Lane of Q-City Metro demonstrated that simply “making the ask” — clearly and creatively — can significantly increase contributions.

“Best of” programs

Julie Foley emphasized that these campaigns are not one-off features but long-term revenue engines that also deepen audience engagement.

Short-form video monetization

David Arkin outlined how platforms like Instagram Reels can support both branding and direct revenue, especially when paired with branded content.

Data strategy is becoming central

Todd Handy’s breakdown of data hierarchy reinforced a major shift:

  • Zero-party data (what users willingly share) is most valuable
  • First-party data (behavior) strengthens personalization
  • Trust increases when audiences understand how their data is used

The takeaway: better data leads to better relationships — and better revenue.

The next phase of local media

If the first year of Keep It Local proved anything, it’s this…

Local media organizations that succeed will:

  • Experiment with new tools like AI
  • Diversify revenue streams
  • Invest in direct audience relationships
  • Build trust through transparency and consistency

The playbook is still being written — but the direction is clear.

Bottom line

Local journalism isn’t just surviving — it’s evolving.

And the organizations willing to rethink how they operate, connect, and monetize are the ones most likely to thrive in the years ahead.

***

Would you like to sponsor a future episode of Keep It Local? Our membership is comprised of more than 3,000 local media companies of every size and medium. We have a variety of ways to get you in front of key decision-makers within the industry.

🎧 Listen on Spotify: https://open.spotify.com/episode/55whaeGuUNF1MjWFTlNqJL
🎧 Listen on Apple: https://podcasts.apple.com/us/podcast/1-year-of-keep-it-local-the-ideas-strategies/id1808196993?i=1000762471567
🎧 Watch on YouTube: https://www.youtube.com/watch?v=RDWBZve94hM

If you’ve listened to and enjoyed this podcast, please take a moment to leave us a review. That helps platform algorithms surface the content so that it can benefit other newsrooms.

Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary