NEW YORK—While local media outlets have been approaching this year with some trepidation after the massive political spending that boosted results in 2024, the Local Media Consortium (LMC) has released new data indicating that digital ad revenue is likely to be a bright spot in 2025. Its survey data shows that 83% of local media executives from broadcast, newspapers and other local outlets believe digital ad revenue will increase or hold steady in 2025.

That prediction was one of the findings of the Local Media Industry Insights Survey 2024, which asked industry professionals about the year-over-year state of the local media and its outlook for 2025.

“Based on insights from our annual survey, the Local Media Consortium is forecasting an increase in 2025 digital revenue, led by an uptick in consumer and advertising revenue associated with the continued maturation of video-focused efforts, subscriptions and newsletter engagement strategies,” Local Media Consortium CEO Fran Wills said. “This annual survey helps us better understand the opportunities and challenges facing local media so we can prioritize new digital partnerships and initiatives such as NewsPassID, which delivers improved programmatic performance for both advertisers and local media.”

The LMC said it delivers more than $50 million in annual economic value through digital partnerships and strategic initiatives on behalf of more than 150 local media companies in top markets across the U.S., Canada and Puerto Rico, and includes more than 5,000 newspapers, online-only news outlets, radio and TV groups including Nexstar Media Group, Sinclair, Tegna and others. The aggregated LMC audience footprint spans 200 million unique monthly visitors, and its member companies serve more than nine billion pageviews to consumers.

In terms of 2024, key highlights from the survey included:

• Roughly half (45%) of survey respondents reported overall digital revenue was up in 2024, with 30% saying it was flat and 16% reporting a decrease in digital revenue which includes all revenue derived from digital channels including advertising, consumer, affiliate, ecommerce and other online sources.
• For 2024 digital advertising revenue, defined as all ad-based revenue, including display banner ads, video, audio and newsletter ads, 41% of respondents reported an increase and 25% said it was flat year-over-year.
• Similarly, 46% of respondents reported consumer revenue up versus last year, while 29% said it was flat and only 7% saw a decrease. Digital consumer revenue consists of website and newsletter subscriptions, donations, etc.
• Top digital successes for local media in 2024 were video/OTT/CTV, digital subscriptions and newsletters, with a 279% YOY increase in respondents reporting it as their leading success. The LMC survey also found that in 2024 news content generated the most traffic and the highest revenue, followed by sports and arts/entertainment content. Health and wellness punched above its weight in revenue generation as compared with traffic.

Highlights of the results for 2025 include:

• In 2025, the industry appears bullish on digital transformation, with 83% of local media professionals projecting digital revenue to increase (68%) or stay flat (15%). Only 1% expect a decrease in digital revenue in 2025.
• The survey found the highest-priority focus for local media outlets in 2025 is audience growth and engagement, with 83% of respondents reporting it as their top priority. Other intended areas of focus include advertising monetization (78%), consumer registration/subscriptions (26%), video monetization (25%), data and audience insights (18%) and content innovation (18%).
• For the second year in a row, the survey found artificial intelligence is the leading trend to watch, with 66% of respondents citing plans to use AI for operations and 47% planning to use it for content such as headline writing or summaries. Other trends on the local media radar include community engagement (61%), video creation, monetization and distribution (39%), cross-platform strategies (37%) and podcasts (23%).

NEW YORK—EX.CO has announced that it has been selected as a preferred video technology partner for the Local Media Consortium (LMC), an organization focused on providing strategic partnerships for more than 5,000 local media outlets across the U.S., Canada and Puerto Rico.

The multi-year agreement was signed after an 18-month vetting process by the LMC.

More than 100 local media companies, including Nexstar and Cox Media Group, in the United States, Canada, and Puerto Rico are members of LMC. Those members include more than 5,000 newspapers, radio, TV and online-only news outlets.  The aggregated LMC audience footprint spans 200 million unique monthly visitors, and its member companies serve more than nine billion pageviews to consumers.  

The LMC uses the scale of its combined membership to cut deals with tech and other companies to provide technologies and services. Those deals allow its members to reduce costs and increase revenue with service providers like Google, Meta, Monster, and others.

The new agreement with EX.CO will make it easier for local publishers–both broadcasters and digital newspapers—to maintain an advanced video content and monetization strategy to substantially grow their business, the companies said. 

"The LMC is committed to providing local media companies with the opportunity to access innovative and forward-thinking platforms," said Local Media Consortium CEO Fran Wills. "With video now playing such an integral part in growing both audience engagement and revenue streams, partnering with EX.CO's advanced technology was a top priority for us."

Bonneville International and WRAL (part of Capitol Broadcasting Company) are among LMC's members are already working with EX.CO, the LMC said. 

"With operations in six western U.S. markets, we require a custom approach for each of our different websites," said James Bottorff, vice president of digital at Bonneville International Corporation. "Our partnership with EX.CO via the LMC, has given us all the tools we need to improve audience engagement and earn more revenue across our entire network."

With the new partnership in place, LMC's 100+ members, a list which also includes major media outlets like Cox Media Group and Nexstar, will be able to easily tap into EX.CO's award-winning video platform with a simple integration process, without having to vet the platform or do any legal work themselves, thereby saving them both time and money.

"Supporting local media is a major focus for us at EX.CO. LMC members provide trusted, relevant, and timely information that impact the daily lives of over 200 million Americans. This partnership will enable local publishers to enhance their current video offering or break into video for the first time while continuing to focus on what they do best—critical reporting and building stronger connected communities," said Tom Pachys, co-founder and CEO of EX.CO. "Local newsrooms across the country face ongoing challenges in having their content seen and monetized, so we are excited to empower them with a feature-rich online video platform that leverages the latest machine-learning yield engine for years to come." 

For more information about EX.CO and how the platform is helping publishers grow, please visit www.ex.co. 

SARASOTA, FLA.—The Local Media Consortium (LMC) is pulling up another chair to its alliance of media companies as Nexstar Media Group has announced its membership. The LMC is a strategic partnership of 1,700 print, broadcast and online local media companies, including 171 full power TV stations in 100 markets across the country.

“At Nexstar Media Group we are committed to localism innovation and growth. Our goal is to maximize every opportunity to become the local consumer's and advertiser's number one choice across all screens. Through our LMC membership, we will have the valuable opportunity to collaborate with other leading local media and technology companies, while further extending the reach and accessibility of Nexstar's content and services," said Tom O'Brien, Nexstar Media Group's Executive Vice President, Digital and Chief Revenue Officer.

As a new member, Nexstar will be able to receive technology and content solutions from other LMC members, including the likes of Google, Yahoo and Monster.