Wisconsin is a proudly purple state. Our communities are full of people who don’t always agree, but who care deeply about where they live.
That diversity of thought and background often manifests in voting patterns, political conversations and, yes, in the kinds of news people consume. However, when it comes to local journalism, assumptions about who reads what and why often don’t hold up.
As a journalism professor at Marquette University, I recently had the opportunity to work with data from the Marquette Law School Poll. This respected nonpartisan survey regularly tracks public opinion across Wisconsin.
The June 2025 poll included a series of questions about local news habits, including how closely people follow local news, where they obtain it and whether they subscribe. And while the data didn’t surprise me, it might surprise others.
The strongest predictor of news behavior wasn’t political party. It wasn’t age, race, income or education. It was a civic habit, how much someone values local news and how closely they follow it.
People who believe local journalism is important for their community — and who say they follow it closely — are significantly more likely to subscribe to a newspaper, stay informed about local issues and seek out news from well-established sources, such as local TV, newspaper websites or print editions. In contrast, those who don’t think local news matters are more likely to rely on social media, radio or conversations with friends. Many disengage from local news altogether.
News habits are civic habits built on trust and belonging
This divide reflects more than just a preference for media. Through my research and work with Trusting News, a national project focused on strengthening the relationship between journalists and the public, I’ve learned that engagement is built on trust, as well as a sense of belonging.
People are more likely to consume and support local news when it feels relevant, respectful and rooted in their daily lives. Those who feel left out or don’t see themselves reflected tend to tune out. What this poll reinforces is something we’ve long heard in community interviews: News habits are civic habits.
That’s an important insight for a time when misinformation, shrinking newsrooms and political polarization often dominate the conversation. Too often, we treat news avoidance or distrust as a byproduct of partisanship. But in reality, it’s usually about routine, relevance and whether people feel that local news sees and serves them.
This doesn’t mean politics are irrelevant. The data did show that Democrats were somewhat more likely than Republicans to subscribe, and that people in different regions of the state leaned on different platforms. For example, residents of northern and western Wisconsin were more likely to rely on radio or social media, while people in the Madison area more often cited community newsletters or neighborhood conversations. These patterns suggest that the local news landscape is also shaped by infrastructure and geography, not just personal beliefs.
Still, the most consistent finding across all regions and political groups was this: People who care about local news, who believe it matters, are the ones most likely to read, watch, subscribe and share it.
That’s good news. It means that restoring trust in local journalism isn’t just about fact-checking or fighting algorithms. It’s about rebuilding civic connection, making news feel worth people’s time and attention again.
Here’s how you can build a stronger relationship with local news
So what can you do? Here are a few ways to build a stronger relationship with local news:
● Make local news a daily habit. Read a local story with your morning coffee. Five minutes a day makes a difference.
● Talk about what you learn. Share stories with friends or co-workers. Conversations help news circulate.
● Support what you value. Subscribe if you’re able. If not, consider sharing a link, attending a public meeting or thanking a journalist.
● Be part of the conversation. Reach out to local reporters. Let them know what matters to your community.
● Set a model for the next generation’s media habits. Talk to kids and teens about local news. Help them see journalism as a public good.
At its best, local journalism brings us together, not because we all agree, but because we all care. Wisconsin’s diversity of views is a strength. And when that diversity is met with trusted, community-centered journalism, the result is a healthier information environment for everyone.
Local news is not a product to be passively consumed — it’s a relationship. And like any relationship, it thrives when people show up.
Editor’s note: This is published as part of The Seattle Times’ Save the Free Press public-service initiative, which seeks to secure a sustainable future for local, independent journalism; to build momentum around industry reform; and to protect the free and independent local press that is so vital to democracy. For more details and previous coverage, visit st.news/savethefreepress.
