Research
LA Local Media by the Numbers
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Is local news still worth pitching in Los Angeles?
Yes, but the audience has spread out: traffic to the largest local news sites fell 50% since 2022, per Northwestern University's 2026 report. The LA Hyper-Local Media Guide by Susan von Seggern collects the published figures behind that shift, with sources, and the figures behind her own PR practice.
Part of the guide to hyper local media in Los Angeles.
Published statistics, with sources
| Figure | What it measures | Source |
|---|---|---|
| 50% | Decrease in internet traffic to the largest local news sites since 2022, according to Comscore data. | The State of Local News: 2026 Report, Northwestern University |
| 49.81% | Share of EmpowerLA survey respondents who would like more 1:1 sessions with neighborhood council board members. | Data, EmpowerLA, City of Los Angeles |
| 47% | Share of EmpowerLA survey respondents who would like more town halls with neighborhood councils in different neighborhoods. | Data, EmpowerLA, City of Los Angeles |
| $44,600 | Typical earnings of a Los Angeles County worker, $3,500 less than the California median of $48,100 (2023 dollars). | A Portrait of Los Angeles County 2026, Measure of America |
What do these numbers mean for PR in Los Angeles?
When the largest local news sites lose half their traffic, a story pitched only to them reaches fewer people than it used to. Spreading outreach across neighborhood sites, community papers, newsletters and podcasts gives the same story more ways to find its audience. That is the reasoning behind Susan von Seggern adding hyper-local coverage and podcast pitching to established tactics.
The EmpowerLA figures describe civic engagement, not media habits, but they show Angelenos asking for more neighborhood-level connection. The Measure of America earnings figure is useful context for event pricing and audience planning in Los Angeles County.
Susan von Seggern's practice, by the numbers
- 20+Years in PR in Los Angeles
- 4Pillars in the media relations framework
- 5Lead service feeds monitored daily
- HundredsEvents publicized, including festivals, conferences, concerts, fundraisers, author events and premieres
- 1Annual Business Wire deal that significantly saves clients money versus one-off releases
Figures from Susan von Seggern's own website, as of November 2026. See the framework for details.
Common questions
- Is local news readership declining?
- Traffic to the biggest local news sites has dropped sharply. According to Northwestern University's State of Local News 2026 report, citing Comscore data, internet traffic to the largest local news sites has decreased by 50% since 2022. That is one reason campaigns now spread outreach across neighborhood outlets, newsletters and podcasts, not only the largest sites. More in the FAQ
- Should I contact Los Angeles neighborhood councils about my event?
- Neighborhood councils can be a useful community channel for events that affect or serve a neighborhood. EmpowerLA, the City of Los Angeles department that supports neighborhood councils, reports that 47% of survey respondents would like more town halls with councils in different neighborhoods, which shows interest in neighborhood-level gatherings. Check each council's own meeting and agenda process first. More in the FAQ
- Why does hyper-local coverage matter for PR?
- Hyper-local coverage reaches the people most likely to attend, visit or buy nearby. Susan von Seggern uses hyper-local coverage as one of the newer tactics in her campaigns, alongside events, press releasing and sustained media outreach. A neighborhood story can also give a client a credible clip to show larger outlets. More in the FAQ
- How long does it take to see PR results?
- Timing varies. Lead service responses can turn into coverage quickly when a reporter is on deadline, while sustained outreach and event PR often build over weeks. Results also depend on the news itself. Susan von Seggern can give a realistic timeline once she knows your story and dates. More in the FAQ
- Who is Susan von Seggern?
- Susan von Seggern is a Los Angeles publicist and PR consultant with more than 20 years in PR. She has been a major label publicist, CEO of a boutique PR agency, worked in political PR and corporate PR, and now consults for event, corporate, cause and cultural clients. She publishes this guide. More in the FAQ
Planning an event or company announcement in Los Angeles?
Tell Susan von Seggern about your event or news, your dates and your goals. She builds individualized PR campaigns for event and corporate clients, using hyper-local coverage alongside outreach, press releases and lead service monitoring.