Speaking the local language
Accessibility is the fastest way local news can grow its audience
Local newsrooms are under pressure to do more with less.
More trust. More reach. More relevance.
Most conversations about growth focus on funding models, new platforms, or emerging technology. Those things matter. But one of the most effective audience strategies is often overlooked: accessibility not as a technical requirement but as an editorial choice.
When accessibility is treated only as a backend fix, captions, screen readers, design tweaks, it misses its real power. Accessibility begins much earlier, with how stories are written, structured, and explained.
Accessibility starts with clarity
At its core, accessibility is about clarity.
It shows up in:
- clear, direct language;
- explained context;
- and fewer assumptions about what readers already know.
Many people don’t disengage from the news because they lack interest. They disengage because coverage feels confusing, dense, or written for insiders. Policy-heavy language, unexplained terms, and long blocks of abstract information quietly push readers away.
This is especially true at the local level, where stories often involve zoning rules, school boards, courts, or budgets topics that matter deeply but can be difficult to follow without guidance.
Clarity keeps readers in the story.
Confusion sends them elsewhere.
Who accessible journalism reaches
Accessible journalism reaches readers who are frequently overlooked, even when they make up a large part of the community:
- younger audiences still learning how news works;
- non-native English speakers;
- readers without legal, political, or policy backgrounds;
- and people reading quickly on mobile devices, often between tasks.
These readers are not disengaged by nature. They are underserved by presentation.
Accessibility turns information into understanding. Readers consistently say they value news that helps them understand why an issue matters, how it affects their lives, and what happens next, not just what happened.
Understanding is what builds habit. Habit is what builds audiences.
Clarity builds trust
Trust grows when readers feel respected.
When journalism explains itself — its language, its context, and its choices — it signals care for the reader’s time and attention. Transparency doesn’t require lengthy methodology sections. Sometimes it’s as simple as defining a term, adding a sentence of background, or acknowledging what is still unknown.
Research from the American Press Institute has found that clarity and transparency play a key role in strengthening audience trust. Readers are more likely to trust stories they can follow.
Accessible journalism does not dilute authority; It reinforces it. Explaining an issue well shows command of it.
Your turn
Does this article leave you with lingering questions? Did this story change your way of thinking? We want to know.
Accessibility as a growth strategy
From a newsroom perspective, accessibility is also one of the most practical growth strategies available.
Clear writing:
- performs better in search;
- travels further on social platforms;
- and increases time spent with stories.
Accessibility does not require new tools or new hires. It only requires intention and consistency in a moment when resources are limited.
What does that look like in practice? Accessible journalism is rarely flashy. It is often simple and repeatable:
- Defining key terms clearly.
- Writing direct, specific headlines.
- Adding short context paragraphs near the top of a story.
- Choosing precision and accuracy over jargon.
These choices don’t reduce depth. But, they do remove barriers.
A story can be both sophisticated and understandable. The two are not in conflict.
A boon for local news
Local journalism exists to serve the community of a city, a town, a neighborhood, or a region.
If language, structure, or assumptions exclude large parts of that community, the mission falls short, and so does audience growth. Accessibility is not about lowering standards. It is about meeting readers where they are.
In an era of declining trust and shrinking attention, local news cannot afford to write only for insiders. Growth does not come from publishing more stories. It comes from making existing reporting easier to enter, follow, and share.
Accessibility is not a trend.
Local news works best when it speaks the language of the people it serves. Using familiar terms and shared references helps make coverage, from politics to health to sports easier to understand. This is often the first step toward making journalism more accessible.
It is not a compromise.
It is a return to journalism’s core purpose: to inform people in ways they can understand and use.
For local newsrooms looking to grow audiences and rebuild trust, accessibility is not optional. It is the fastest path forward.
Akinyele Akintomiwa Michael is a columnist for The Word whose work explores the intersection of technology, accessibility, and storytelling. He focuses on making digital spaces more inclusive while simplifying complex ideas for readers across industries.
This in an opinion. While this piece contains factual information, it is the author’s point of view.
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