Category: Member News

A new regional study finds that local news remains an important and trusted source of information for residents across Northeast Wisconsin. The findings also reveal how changes in access, coverage, and relevance are influencing the ways people stay informed and connected to their communities.

Commissioned by the Greater Green Bay Community Foundation through the Press Forward Northeast Wisconsin chapter, the “Local News Landscape Study, Northeast Wisconsin” was conducted by the University of Wisconsin–Green Bay Center for Civic Engagement. It provides a snapshot of how residents in Brown, Kewaunee, Oconto, and Outagamie counties access and value local news. Drawing on surveys, focus group insights from rural residents and young adults, and an inventory of local outlets, the study highlights both the strengths of the regional news ecosystem and the challenges shaping engagement today.

“At community foundations, we see first-hand how strong communities and strong local news go hand in hand,” said Dennis Buehler, President and CEO for the Greater Green Bay Community Foundation. “Local news helps people understand the issues that shape their daily lives and stay connected to what matters to them. As the media landscape continues to evolve, this study gives us important insight into how we can work together to sustain and strengthen this essential resource for the public good.”

Key Findings:

• Local news is valued, but residents don’t always feel adequately informed about the issues that matter most to them. While respondents were most likely to feel very well informed about sports, they placed the greatest importance on news that affects their daily well-being, such as healthcare and public safety, as well as jobs, local businesses, and the local economy.

• Residents rely on a mix of sources to stay informed. General online news websites, Facebook, and broadcast television were all commonly used daily sources. Although social media provides a convenient way to encounter local information, participants did not necessarily view it as their most trusted source.

• Trust in local journalism is strong. Overall, survey respondents express greater trust in traditional local news sources than in social-media based sources—with younger residents more likely to rate print newspapers and radio as very trustworthy, and older residents expressing greater trust in broadcast television and online newspapers.

• Residents want more relevant, everyday community coverage. Many are looking for news that better reflects their communities, experiences, and a wider range of local perspectives.

• Cost and access affect engagement. Only 12% of survey respondents report paying for a local news subscription, with many relying on free online sources and social media despite lower trust.

• Local journalism continues to influence civic life. Nearly half of survey respondents (47%) reported taking some form of civic or community action because of local news. Of those, the most common actions were voting, discussing local issues with family and friends, and attending community events.

The study also points to how news habits could evolve. When asked to consider where they expect to get information about their community over the next five years, 45% of respondents said they are very likely to rely on their personal networks. Television news is also expected to remain a key source of news for many residents.

A Call to Collective Action

The study is intended to serve as a starting point for ongoing community dialogue and collaboration. Leaders involved in the study emphasize that strong local news functions as essential civic infrastructure and that sustaining it amid a rapidly shifting media landscape will require partnership across sectors.

“This study confirms that people value local newsrooms and want to be informed about what’s happening in their communities,” said Hugh Dellios, Director of the Journalism Program at the Joyce Foundation, a supporter of Press Forward Northeast Wisconsin. “Through philanthropic investments and the broader work of Press Forward, there are meaningful opportunities for communities, funders, and news organizations to collaborate in strengthening access to the information people need to fully participate in their communities.”

The region has already seen the impact of collaboration through efforts such as the NEW News Lab, which since 2019 has brought local news organizations together to produce in-depth reporting on critical issues including housing, childcare, and education. That work has reached more than 23 million people nationwide and demonstrates what is possible when communities invest in journalism that helps people better understand the issues affecting their daily lives.

The full “Local News Landscape Study, Northeast Wisconsin” is available here and at ggbcf.org/community-initiatives/press-forward-ne-wisconsin.

About Press Forward
Press Forward is a $500 million nationwide, nonpartisan philanthropic initiative with 36 chapters across the United States. The initiative works to strengthen local news ecosystems by supporting community-centered reporting, expanding access to information, and advancing sustainable business models for journalism. www.pressforward.news

About the Greater Green Bay Community Foundation

Established in 1991, the Greater Green Bay Community Foundation inspires and encourages charitable giving in Northeast Wisconsin by providing simple and smart giving tools, impactful grants, and collaborative leadership to address critical community needs. Since inception, the Foundation has awarded more than $224 million in grants supporting a broad range of organizations and initiatives. In the last fiscal year, the Foundation and its donors invested $23 million in the community. Today, the Foundation manages more than 800 charitable funds with assets exceeding $194 million. www.ggbcf.org