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When we think about the term “local news,” proximity to one’s community comes to mind. Being “a local” means to know the area, speak the lingo and have an insider’s view of what’s going on.

In contrast to national or international news, local news focuses more on localized issues, familiar businesses of geographic relevance, and human-interest stories. By watching local news, viewers understand how big issues affect them personally. 

Why local news is so important? Trust

In this rapidly changing world, we get tons of news from tons of news platforms, and many of them are fake. This begs the question: How can we recognize fake news and differentiate it from news we can trust?

This is a hard-earned context of trust in which brand messages are viewed and considered. In 2019, millions of American news consumers chose to stick closer to home and put their trust in local news. (source

The Covid-19 crisis will only further strengthen the trend of trust in local news outlets

Governments everywhere adopted emergency measures to manage the ongoing health crisis. In America, these measures have strengthened each state, reinforcing localization. They are forcing people to remain even closer to their homes and, in turn, to their communities.

In the current epidemic, 4x more people trust ads on news sites, more than on social media. source

The move online

Local news used to be about our town papers and local TV channels. However, “nearly as many Americans today prefer to get their local news online as from their TV set.” (source)

Election year – news year

The importance of local news becomes even greater in an election year, given how toxic social media has become, and how suspicious people are of big media. During an election year, people need familiar ground from which to learn how campaign promises directly relate to their lives.  

And this is exactly why we launched B-local in 2019

Brightcom’s B-local is a local news audience exchange providing demand partners with direct access to people’s everyday lives. With Brightcom’s unparalleled 20-year industry experience, and an award-winning AI platform at its heart, B-local offers advertisers an alternative to the programmatic “faceless masses” approach. B-local does so by re-incorporating brands into a local, familiar community that viewers can recognize and trust.
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