Bridging the Gaps in Local News

News deserts are a growing threat in the US, but are we sure that they’re being reported accurately?

The conversation around news deserts is often framed in dire terms: entire counties left without reliable journalism, local stories going untold, and communities suffering the consequences.

The latest report from the Medill School of Journalism paints a concerning picture, highlighting areas of the country that lack traditional newspapers. But is this framing capturing the whole story?

On this episode of the podcast I sat down with Ron Fields, Director of Publisher Partnerships at EmpowerLocal, to discuss whether the conversation around news deserts overlooks alternative and emerging news sources that are keeping communities informed in ways that aren’t always counted in mainstream studies.

A Career in Local Journalism

Ron’s journey into the world of local news wasn’t conventional. A political science and criminal justice major, he found himself in journalism by chance, starting as a stringer covering football games for a small-town paper.

From there, he climbed the ranks to city hall reporter, editor, and eventually a leader in the industry, working for family-owned newspaper chains, then transitioning into broadcast news. Today, at EmpowerLocal, he connects national advertisers with hyperlocal media outlets, ensuring that the sustainability of small newsrooms remains a priority.

This background gives Ron a broad perspective on the evolving local media landscape—one that is far more complex than traditional reports might suggest.

Are We Measuring News Deserts Accurately?

The term “news desert” is often based on the presence (or absence) of a traditional newspaper in a given county. But this approach has limitations. According to Ron, it frequently overlooks digital-only news sites, radio station newsrooms, business journals, and hyperlocal broadcast outlets that serve communities without being counted as traditional newspapers.

For instance, Ron pointed to his own experience in Western Kansas. When a hedge fund took over the local paper, his radio station launched a digital news site that reached 20 counties. “By the time I left, we were doing two and a half to three million page views a month,” he said. Yet, despite its significant reach, his outlet wouldn’t have been counted in many news desert studies.

Another example: Midwest Family Radio, a company transforming radio audiences into digital news consumers by creating local news sites separate from their radio branding. While these sites provide critical information—such as school closures, election updates, and public safety news—they also often go unrecognized in traditional analyses of local news ecosystems.

Filling the Gaps: Alternative News Sources

Across the country, digital-only publishers are stepping in to serve communities where traditional newspapers have disappeared. Ron shared a few examples of lesser-known but impactful local outlets:

• Big Country News Connection (Lewiston, Idaho) – A radio station-backed news site offering high-quality journalism to rural areas.
• Evanston Now (Chicago suburbs) – A digital publication delivering deep local coverage.
• Washington County Insider (Wisconsin) – An independent, digital-only newsroom covering its region.
• Decorah News (Iowa) – A small-town digital news site that operates alongside a local print paper.

Each of these outlets is reaching audiences and providing critical news coverage, yet they are often overlooked in assessments of local news health.

The Business of Local Journalism: Connecting Publishers and Advertisers

One of the biggest challenges for local news is financial sustainability. Advertisers want to reach local audiences, but the logistical challenges of working with hundreds or thousands of independent publishers make it difficult. That’s where EmpowerLocal steps in, serving as a bridge between national brands and local publishers.

“We’re working with about 625 publishers right now,” Ron said. “My point of pride is that six Pulitzer Prize winners are among them.”

The company helps brands like Verizon, PetSmart, and regional businesses place ads in hyperlocal news outlets, ensuring that quality journalism gets financial support. Unlike many ad networks, Empower Local focuses on premium advertising rather than low-quality programmatic ads, helping local publishers monetize effectively while maintaining credibility.

One particularly exciting campaign: Dr. Bombay’s Ice Cream (co-owned by Snoop Dogg) is using Empower Local to run a hyper-targeted campaign in Arizona, offering kids a chance to win a VIP trip to a football game with the rapper. It’s a model that demonstrates how hyperlocal advertising can support both businesses and news organizations in new ways.

The Future of Local News Measurement

If the current approach to defining news deserts is flawed, what’s the solution? Ron suggests that any study trying to measure local news availability should go beyond just counting traditional newspapers. A more accurate picture would consider factors like:

• Digital-only news sites
• Broadcast radio and television stations providing local journalism
• Business journals and hyperlocal trade publications
• Newsletters with high engagement levels

By focusing on community impact rather than outdated definitions of what constitutes a news organization, we might get a more nuanced—and less alarmist—view of the state of local journalism.

A More Complete Picture of Local News

While the decline of traditional newspapers is real, the full picture of local journalism is more hopeful than some studies suggest. Digital news startups, radio-backed publications, and alternative models like newsletters are filling the gaps. The challenge now is recognizing, supporting, and properly measuring these efforts to ensure that communities continue to have access to quality local news.

For publishers, journalists, and advertisers alike, the landscape is evolving—but it’s far from barren. As Ron Fields puts it, “There are gaps in coverage, but there are also people filling those gaps. We just need to start counting them.”