Rethinking Local Journalism: A Study on the Viability of Satirical News

Bryan Bakker
Oct 27
2 min read

A whimsical, pencil-drawn satirical cartoon in black and white shows a diverse group of smiling, exaggeratedly caricatured people gathered on a rooftop overlooking a town. They are pointing and laughing at a glowing tablet held by a woman in the center, which displays a cartoon newscaster delivering "Local Cancel Culture" and "Pothole Discoveries." In the foreground, atop a stack of old newspapers, a rubber chicken wearing a suit is standing at a retro "NEWS" microphone. A spotlight shines down from the top right, illuminating the scene. A transparent bar graph rises behind the crowd, and text at the bottom reads "SATIRE: THE FUTURE OF LOCAL NEWS. 59% OPEN."

Executive Summary - Local Satirical News

A study conducted by Newsload (combining data from PEW Research Center, The SAGE Journal, and a Google Survey) indicates a significant market opportunity for local satirical news. While traditional local journalism faces a financial and staffing crisis, audiences remain interested in local issues and are highly receptive to receiving that information through comedy. The key takeaway is that 59.3% of the public is open to giving local satire a chance, positioning it as a powerful new model for engaging citizens and filling the reporting gap.

Audience Interest and Reception to Satire

The research found a strong, often unmet, demand for local information and a high degree of existing comfort with comedic journalism.

High Demand for Local News

74.4% of respondents believe local news is important.
72.4% express interest in consuming local news.
A significant gap exists between interest and consumption: 34.7% admit they do not consume enough local news.

Openness to Comedic Journalism

59.3% of the public are open to giving local satire a chance (with 85.4% not against the concept).
50.0% of respondents say they enjoy satire generally.
Many recognize the power of the format:
- 40.2% believe satire can reach people who typically avoid traditional news.
- 45.1% believe satire can successfully inform people about important issues.
Consistent with existing studies (e.g., The Daily Show), the primary draw for viewers is entertainment (80%), proving comedy is a strong entry point for local content.

The Crisis in Traditional Local News

The potential for satirical news is set against a backdrop of severe decline in traditional news media, which many citizens are unaware of.

Metric	Decline/Finding	Source
Reporter Staffing	36% fewer statehouse newspaper reporters between 2014 and 2022.	PEW Research Center
Revenue	Newspaper revenues have dropped by 60% since 2008.	PEW Research Center
Public Perception	71% of people mistakenly believe local newsrooms are doing well financially.	PEW Research Center

This data confirms the traditional business model for local news is unsustainable and highlights a crucial need for innovative, financially viable alternatives to maintain democratic guardrails.

The Opportunity

The study suggests that comedy provides a framework to attract new audiences to local civic life while also offering a market-driven solution for the lack of local content. By tapping into local creative talent—a resource the study notes is often overlooked—satirical news can be consistently funny and engaging enough to convert casual viewers into informed citizens.

The research concludes that the foundations for success are already in place, with audiences acknowledging both the importance of local news and the effectiveness of satire as a delivery vehicle.