In a media environment often dominated by narratives of decline, layoffs, and shrinking local news outlets, The Poynter Institute’s newly released report offers a refreshing perspective. “OnPoynt — Values Rising: Trends and Traction in Journalism and the News Industry" showcases optimism and innovation in journalism despite well-known challenges. In this recent interview, Neil Brown, President of The Poynter Institute, shared insights on the report and how local journalism is evolving in ways that provide significant value to communities. The conversation highlighted the vitality of smaller, local news startups, alternative forms of content distribution and the promise of AI.
Reimagining journalism’s value: New models for local news
Brown emphasized the report’s focus on the “value of journalism,” stating that the concept of journalism being essential for democracy often feels too abstract for many people. The OnPoynt report aims to provide a clearer picture of where journalism is delivering direct value to communities — particularly at the local level. “People don’t entirely know the value of journalism anymore, and democracy alone is too abstract,” Brown said. He believes that news organizations must do more to connect directly with audiences and demonstrate why journalism matters in their everyday lives.
This new framing has been crucial as many legacy news organizations struggle, while smaller, more agile news startups are beginning to thrive. The report notes how these newer outlets are finding traction through digital-first approaches and hyper-local coverage that resonates with specific communities. “We’re acknowledging the challenges, but the drumbeat of negative coverage is incomplete,” Brown pointed out. “There are new and interesting forms of journalism popping up, finding marketplace value and relevance.”
The role of digital startups in revitalizing local news
As traditional metropolitan newspapers continue to face "headwinds," Brown highlighted several digital-first local news startups showing tremendous promise. One of the report's examples is Lookout Santa Cruz, founded by veteran journalist Ken Doctor. With a small but dedicated staff, Lookout Santa Cruz was recognized for its real-time, local coverage during the mudslide crisis in California.
When asked about Lookout Local’s recent Pulitzer Prize win, he stated: “They stepped in and filled a need. Maybe there was a time when TV or a larger news organization would have done it, but Lookout Santa Cruz became a vital source of information for the community.”
Brown noted that these outlets' successes show how local news can thrive with the right approach. It's about meeting the audience where they are and delivering news in formats they find accessible and relevant.
Breaking away from traditional website-driven models
One key trend discussed in the interview was the shift away from relying solely on traditional website formats to reach audiences. “The idea of everyone starting their day on a news website is outdated,” Brown said. “Platforms like WhatsApp and WeChat are how many people now get their information, and news organizations need to adapt to that.”
Brown underscored that these changes don’t mean websites are obsolete but rather that media organizations should consider them as one part of a broader digital ecosystem. “Outlier Media in Detroit, for example, delivers news via text messages. Our own PolitiFact provides fact checks in Spanish through WhatsApp,” Brown explained, noting that these new forms of connection add richness to the modern news ecosystem.
Artificial intelligence: A tool for the future of journalism
As with any conversation about the future of media, artificial intelligence (AI) was a significant focus. The OnPoynt report describes AI as both a challenge and an opportunity for the industry. Brown pointed out that AI could enhance precision in news reporting and streamline workflows, but he stressed the importance of ethical guidelines and transparency. “Every newsroom should have an ethics playbook around AI,” Brown said. “It’s about being honest with your audience about how and why AI is being used.”
He also encouraged newsrooms to see AI not as a threat but as a way to free up journalists from repetitive tasks so they can focus on higher-value work. “AI doesn’t always mean job cuts,” Brown argued. “In some cases, it can lead to better pay because journalists are now doing more valuable work.”
Advice for small market publishers: Embrace value and innovation
The conversation included Brown offering practical advice for small market publishers and community news outlets, many struggling to keep their operations sustainable. He urged publishers to lean into the “value” they offer to their communities, whether through hyper-local reporting or relevant service journalism.
“There is still a lot of local advertising value in these weeklies and community outlets,” Brown pointed out. He advised news organizations to embrace new storytelling formats, such as vertical video on platforms like Instagram and TikTok, which are popular with younger audiences. “Don’t base your decisions solely on the spinal cord of your operation,” Brown advised. “Market all the ways you’re relevant to your audience, whether it’s a two-minute TikTok video or an in-depth investigation. Multiple audiences, multiple products, lots of energy.”
Conclusion: Moving beyond “doom and gloom”
Poynter’s OnPoynt report stands out for its forward-looking take on the state of journalism. Rather than focusing solely on the industry's well-known challenges, the report and Brown's insights reveal a landscape where innovation is driving new opportunities. From small, digital-first startups to AI-driven workflows and alternative content distribution platforms, the future of journalism may be more dynamic and diverse than the traditional narratives suggest. “We need to tell the story of how journalism is succeeding, not just focus on how it’s struggling,” Brown concluded. “There’s much more happening than people realize.”
By embracing these innovations and understanding the evolving needs of their audiences, local news organizations can carve
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