Government and opposition leaders voice strong backing for Journalism Matters campaign

Senior political figures have publicly endorsed the News Media Association’s Journalism Matters initiative, emphasising the importance of protecting local journalism at a moment of acute pressure for the industry.

As reported by the News Media Association, Prime Minister Keir Starmer, Opposition Leader Kemi Badenoch and Culture Secretary Lisa Nandy each highlighted the democratic value of local news and pledged varying forms of support for the sector.

Key Points from NMA’s Coverage

• Keir Starmer described journalism as “absolutely vital” and said: “It is said all news is local. It must remain so. That is why this government will always defend it, work with you and support what you do day in day out.”

• Kemi Badenoch warned that “good journalism is in peril” because audiences have become accustomed to free online content, adding that “free doesn’t pay for the sort of investigations and editorial that keeps our state in check.”

• Lisa Nandy cited NMA-commissioned research showing rising trust in local news, calling this “proof of just how much this industry matters.”

• The campaign launched with Katharine Viner urging “healthy, human scepticism” from government toward AI-driven economic growth if it comes at the expense of creative industries.

• The first interview in a video series featuring prominent journalists, beginning with The Times reporter George Greenwood, has been released, and voting continues for the Making a Difference awards.

My Analysis

This coordinated show of political support suggests that journalism, particularly at the local level, is moving higher up the national agenda. The fact that both the Prime Minister and Opposition Leader have offered clear, positive endorsements signals a rare area of cross-party consensus. For publishers, this creates an opportunity to push for more concrete policy measures, whether through fiscal support, regulatory adjustments or updated frameworks for digital competition.

The comments from Kemi Badenoch strike at a central commercial reality. Audiences’ entrenched expectations of free content continue to undermine the sustainability of original reporting. This is especially acute for local publishers that lack the brand scale or diversified revenue streams of national titles. Her acknowledgment that investigations and civic journalism require proper funding may help reinforce industry arguments for mechanisms that rebalance value between platforms and publishers.

Katharine Viner’s caution about AI reflects the wider tension facing the creative and news sectors. AI may offer efficiencies, but unchecked deployment risks eroding the originality, trust and human judgement that underpin journalism’s value. Policymakers will need to strike a careful balance between encouraging innovation and protecting the economic viability of newsrooms.

What happens next will depend on how seriously government translates rhetoric into action. One scenario is meaningful intervention that supports local publishers through targeted relief or more robust digital market rules. Another is a lighter-touch approach that leaves publishers to navigate structural challenges largely on their own. Either way, the renewed emphasis on journalism’s civic importance offers the industry a moment to press its case for long-term sustainability.