Dwindling subscriber numbers, thinned-out editorial teams and the decline of local titles are shaping the media landscape in Germany. Local journalism, which in many places is regarded as a "discontinued model", is particularly affected. A recent study by the Otto Brenner Foundation sheds light on the reasons for this decline and shows what consequences this has for the local public sphere.
The study entitled "Public sphere without journalism? Shifting roles in the local space" was conducted by Barbara Witte, Professor of Journalism at Bremen University of Applied Sciences, and Gerhard Syben from the BAQ research institute. It is based on qualitative interviews with 16 organizations from various regions of Germany, including associations, municipalities and companies. The result: many of these stakeholders are increasingly relying on their own communication channels and are increasingly turning away from traditional local media.
Local public sphere in transition
The decline of local journalism has far-reaching consequences. The traditional role of "gatekeeper", which filters, checks and classifies news, is being fulfilled less and less often. Reporting is shrinking, while companies, associations and local authorities are using their own channels to communicate directly with the public. As a result, content is being classified less by independent journalism and increasingly determined by PR and marketing strategies.
The researchers warn of the democratic consequences of this development: "Without the critical, multi-perspective classification of events, the public risks becoming more one-sided and less informed. This can undermine trust in the media and institutions in the long term," says Barbara Witte.
A vicious circle for local journalism
The economic challenges are manifold. Local newspapers are under enormous economic pressure: revenue from subscriptions and advertising is falling, while the costs of printing and distribution are rising. This leads to a vicious circle: fewer staff means less reporting, which in turn reduces reader interest. The result is a further decline in revenue, which leads to further cutbacks - a cycle that often leads to the end of a local editorial office.
The study found that traditional newspapers often find it difficult to implement a digital transformation, particularly in rural areas. The distribution of printed newspapers is expensive, and digital offerings are often insufficiently developed to reach young and online-savvy target groups.
The platform approach as a forward-looking solution
Digital platforms such as DieSachsen.de are a promising approach to strengthening local journalism. They offer editorial offices and freelance journalists the opportunity to publish local news and events quickly and in a target group-oriented manner without the need for technical expertise. The platform combines different content in one central location and uses social media, search engine optimization and a user-friendly interface to achieve a high reach.
Advantages of the platform approach:
- Low cost structure: The technical infrastructure is scalable and incurs lower costs than traditional newspaper editorial offices.
- Broader target group appeal: The platform also reaches young and mobile target groups through the targeted use of digital channels.
- Direct monetization opportunities: Digital ad formats and collaborations offer flexible revenue streams.
- Participation of local players: companies, associations and municipalities can contribute their own content, making the platform a one-stop shop for local information.
Why local journalism needs support
In order to secure local journalism in the long term, more is needed than just government aid for the distribution of printed newspapers. Politicians should focus on digital solutions and provide greater support for regional platforms. One suggestion made by the authors of the study and the German Association of Digital Publishers and Newspaper Publishers is to reduce VAT for digital subscriptions as well. In addition, the promotion of non-profit status in journalism could open up access to new sources of funding.
Political demands for a sustainable future
Instead of continuing to discuss how large sums can be invested in the delivery of printed advertising papers, politicians should specifically promote digital platforms such as DieSachsen.de. This could be achieved through the following measures:
- Promoting cooperation: Closer cooperation between public media, regional platforms and local authorities could increase the diversity of content and journalism.
- Financial support for digital platforms: Government subsidies should continue to flow to innovative digital models that enable local reporting. For the years 2023 and 2024, such funding was provided by SLM and the state of Saxony.
- Tax incentives: Reduced VAT on digital subscriptions and advertising revenue would strengthen the economic viability of platforms.
- Expanding non-profit status in journalism: A legal adjustment could allow platforms to be recognized as non-profit institutions, which would give them tax advantages and access to funding.
Conclusion: The future lies in digital models
Local journalism must continue to evolve in order to meet the challenges of the digital age. Platforms such as DieSachsen.de show that it is possible to offer independent, cost-efficient and target group-oriented local reporting. Targeted political support for these models could not only strengthen local journalism, but also promote the democratic participation of citizens. The time is ripe to break new ground and take advantage of digital opportunities before local media disappear completely.
Background
For decades, local journalism has played a central role as a source of information and control authority in the regions. This model is now facing enormous challenges due to digitalization and changes in media usage. Strengthening regional platforms could be the key to ensuring independent reporting in the future.
In the last 20 years, the media landscape has changed dramatically. While printed local newspapers used to have a monopoly on information, today digital channels are increasingly taking over this role. The decline in print circulation and the structural change in editorial offices clearly show that a rethink is necessary. Digital platforms offer a modern alternative that opens up new opportunities for local reporting.
