“The COVID-19 Societal Impact Project,” a study conducted by The Whitman Insight Strategies Initiative and Creative Circle Media Solutions, examined how the global pandemic has affected the feelings and emotions of local media consumers.
Respondents conveyed they have a higher trust in local news for information about COVID-19 compared to national cable news and social media channels.
“People are starved for content and connections,” said Bernard Whitman, president and founder of Whitman Insight Strategies, a strategic consulting firm that conducts polls and market research to advise corporations, political leaders and issue-advocacy organizations. “That’s why community media have so much to gain. You are already part of the community and people feel like they know you or they should know you.”
Additional findings show readers are fearful, leading them to crave credible, local information to stay connected with their communities.