By Frank Macek
In an age when trust in the media feels like it’s collapsing under its own weight, local television news still manages to stand tall. National networks are often viewed through partisan lenses, and social media has become a noisy, confusing stream of half-truths and hot takes.
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Yet when a storm rolls in, when a city council vote affects taxes, or when there’s an emergency unfolding down the street, viewers still turn to their local newscast. That quiet, enduring trust may be local TV’s greatest remaining asset — but it’s also one that needs careful protection if it’s going to last.
The numbers tell a revealing story. Surveys over the past year show that local television remains one of the most trusted news sources in America. Roughly three-quarters of viewers say they trust their local news stations — a significantly higher rate than national outlets or digital-only brands. Studies from the Television Bureau of Advertising (TVB) and the Radio Television Digital News Association (RTDNA) show that, even as overall skepticism deepens, local news consistently outperforms national cable channels and online platforms when it comes to credibility. People still see their hometown anchors and reporters as part of their community — individuals who live among them and understand their concerns. That familiarity, born from decades of shared history and face-to-face accountability, helps maintain a bond few other forms of media can replicate.
You can see that dynamic clearly here in Northeast Ohio. WKYC — Channel 3, the NBC affiliate — is one of several stations nationwide affiliated with The Trust Project, an international consortium that promotes transparency and accountability in journalism. On its website, WKYC discloses details about how its stories are produced, how corrections are handled, and how viewers can reach the newsroom directly to challenge inaccuracies. It’s a quiet but important gesture — one that tells audiences, “We know trust isn’t automatic; it’s earned every day.” That kind of initiative helps preserve the connection between newsroom and viewer, especially in a market where residents still care deeply about the city’s institutions.
So why does local TV hold on to this “trust premium” when so many others have lost it? The reasons are surprisingly human. Viewers often know the people on screen, or at least feel like they do. The morning meteorologist might shop at the same grocery store. The evening anchor may live two neighborhoods away. That proximity matters. When a viewer spots a familiar face delivering news about their own community, it feels more personal, more grounded, and therefore more believable. National stories can seem distant, even abstract. But a report about a water main break near your kid’s school or a new park in your neighborhood instantly connects to your life. Local relevance breeds reliability.
Then there’s the factor of immediacy in moments of crisis. When the weather turns violent or a breaking event unfolds, people don’t scroll social media first — they flip on their local TV station. During emergencies, local broadcasters become a lifeline. Clevelanders saw this repeatedly in recent years — from coverage of lake-effect snowstorms to severe flooding along the Cuyahoga River. Stations like WKYC, WEWS, and WJW often become a virtual town square during those moments, delivering vital information as it happens. Trust is built through repetition, and nothing reinforces credibility like getting people the right information when it matters most.
Still, this kind of trust isn’t guaranteed to endure. It can erode quietly, especially if local stations underestimate how fast audience expectations are changing. Younger viewers, for instance, consume news almost entirely through digital feeds. For them, “local” may not mean a broadcast channel at all — it could be a neighborhood Facebook group, a TikTok creator covering City Hall, or a Reddit thread sharing real-time updates. Surveys show that while older generations still view local TV as highly credible, younger audiences are more skeptical. They might not distrust television outright, but they don’t see it as uniquely trustworthy either. To them, a reporter’s Instagram story and an independent creator’s post may carry equal weight. That’s a troubling shift for an industry built on authority and verification.
Ownership consolidation and editorial influence also threaten that trust. When large station groups centralize operations, automate control rooms, or push national segments into local newscasts, that distinctive hometown flavor begins to fade. Viewers notice when coverage feels less about Cleveland and more about generic talking points. It’s why local relevance — coverage that reflects this community — still matters most.
The numbers tell a revealing story. Surveys over the past year show that local television remains one of the most trusted news sources in America. Roughly three-quarters of viewers say they trust their local news stations — a significantly higher rate than national outlets or digital-only brands. Studies from the Television Bureau of Advertising (TVB) and the Radio Television Digital News Association (RTDNA) show that, even as overall skepticism deepens, local news consistently outperforms national cable channels and online platforms when it comes to credibility. People still see their hometown anchors and reporters as part of their community — individuals who live among them and understand their concerns. That familiarity, born from decades of shared history and face-to-face accountability, helps maintain a bond few other forms of media can replicate.
You can see that dynamic clearly here in Northeast Ohio. WKYC — Channel 3, the NBC affiliate — is one of several stations nationwide affiliated with The Trust Project, an international consortium that promotes transparency and accountability in journalism. On its website, WKYC discloses details about how its stories are produced, how corrections are handled, and how viewers can reach the newsroom directly to challenge inaccuracies. It’s a quiet but important gesture — one that tells audiences, “We know trust isn’t automatic; it’s earned every day.” That kind of initiative helps preserve the connection between newsroom and viewer, especially in a market where residents still care deeply about the city’s institutions.
So why does local TV hold on to this “trust premium” when so many others have lost it? The reasons are surprisingly human. Viewers often know the people on screen, or at least feel like they do. The morning meteorologist might shop at the same grocery store. The evening anchor may live two neighborhoods away. That proximity matters. When a viewer spots a familiar face delivering news about their own community, it feels more personal, more grounded, and therefore more believable. National stories can seem distant, even abstract. But a report about a water main break near your kid’s school or a new park in your neighborhood instantly connects to your life. Local relevance breeds reliability.
Then there’s the factor of immediacy in moments of crisis. When the weather turns violent or a breaking event unfolds, people don’t scroll social media first — they flip on their local TV station. During emergencies, local broadcasters become a lifeline. Clevelanders saw this repeatedly in recent years — from coverage of lake-effect snowstorms to severe flooding along the Cuyahoga River. Stations like WKYC, WEWS, and WJW often become a virtual town square during those moments, delivering vital information as it happens. Trust is built through repetition, and nothing reinforces credibility like getting people the right information when it matters most.
Still, this kind of trust isn’t guaranteed to endure. It can erode quietly, especially if local stations underestimate how fast audience expectations are changing. Younger viewers, for instance, consume news almost entirely through digital feeds. For them, “local” may not mean a broadcast channel at all — it could be a neighborhood Facebook group, a TikTok creator covering City Hall, or a Reddit thread sharing real-time updates. Surveys show that while older generations still view local TV as highly credible, younger audiences are more skeptical. They might not distrust television outright, but they don’t see it as uniquely trustworthy either. To them, a reporter’s Instagram story and an independent creator’s post may carry equal weight. That’s a troubling shift for an industry built on authority and verification.
Ownership consolidation and editorial influence also threaten that trust. When large station groups centralize operations, automate control rooms, or push national segments into local newscasts, that distinctive hometown flavor begins to fade. Viewers notice when coverage feels less about Cleveland and more about generic talking points. It’s why local relevance — coverage that reflects this community — still matters most.
A good example came earlier this year when WKYC aired an investigative segment on tension between Cleveland’s City Council and Mayor Justin Bibb’s administration. The dispute involved the firing of a city staffer who accessed confidential data through a public records portal. The story was straightforward, sourced on-camera, and fair to both sides — a reminder that trust is built not just on what’s covered, but on how it’s covered. When a station handles politically charged stories without sensationalism, it reinforces that credibility.
Cleveland’s history also provides perspective. Few reporters have embodied the balance between watchdog and showman like Carl Monday, the veteran investigative journalist who became a household name in the market. His ambush-style reporting from the 1990s and 2000s — sometimes controversial, often viral before “viral” was a thing — reflected both the power and risk of local journalism. Viewers respected his determination to hold people accountable but debated whether his methods occasionally crossed a line. That tension — between pursuit of truth and preservation of trust — is something every newsroom still navigates today. Monday’s legacy endures as a reminder that investigative storytelling, when done with fairness and integrity, is one of the strongest trust-builders local TV can offer.
To keep that trust intact, stations need to do more than rely on nostalgia. They have to actively show audiences how journalism works. That means publishing corrections clearly, explaining decisions, and inviting feedback instead of avoiding it. Some newsrooms have started “behind-the-story” segments where producers walk viewers through how a report was verified or what hurdles they faced. Others are holding community Q&As with anchors and reporters. WKYC’s “Verify” franchise and its interactive explainers have been local examples of that approach — using clarity and transparency as engagement tools. When audiences see the process, they’re more likely to believe the product.
Digital strategy also plays a major role in maintaining credibility. Too many local stations still treat their social and streaming platforms as dumping grounds for clips, rather than extensions of the broadcast. Yet that’s where future trust will be won or lost. A station’s TikTok, YouTube, or Instagram page shouldn’t chase trends for clicks; it should uphold the same standards of sourcing and tone found on-air. No vague headlines, no context-free clips. The goal is to bring the values of traditional local news — accuracy, empathy, and accountability — into the digital spaces where the next generation lives.
Part of that modernization also involves storytelling itself. Local TV doesn’t need to mimic influencers, but it should experiment with form. Short-form video explainers, podcasts, and community-specific newsletters can coexist with the 6 p.m. broadcast. Many Cleveland stations have begun creating spinoff brands or digital-only series highlighting culture, food, and neighborhood revitalization — areas where authenticity shines. Those pieces may not always draw big ratings, but they do something equally valuable: they show that local stations are still listening to the community.
Transparency about ethics and sponsorship is another essential layer. Stations should make their editorial boundaries visible. WKYC’s “About Us” page does exactly that, explaining how the station verifies information and separates advertising from news content. When viewers understand those guardrails, they can relax and trust the message. It’s the same principle that made local newspapers credible decades ago — and it translates perfectly to television.
Cleveland’s history also provides perspective. Few reporters have embodied the balance between watchdog and showman like Carl Monday, the veteran investigative journalist who became a household name in the market. His ambush-style reporting from the 1990s and 2000s — sometimes controversial, often viral before “viral” was a thing — reflected both the power and risk of local journalism. Viewers respected his determination to hold people accountable but debated whether his methods occasionally crossed a line. That tension — between pursuit of truth and preservation of trust — is something every newsroom still navigates today. Monday’s legacy endures as a reminder that investigative storytelling, when done with fairness and integrity, is one of the strongest trust-builders local TV can offer.
To keep that trust intact, stations need to do more than rely on nostalgia. They have to actively show audiences how journalism works. That means publishing corrections clearly, explaining decisions, and inviting feedback instead of avoiding it. Some newsrooms have started “behind-the-story” segments where producers walk viewers through how a report was verified or what hurdles they faced. Others are holding community Q&As with anchors and reporters. WKYC’s “Verify” franchise and its interactive explainers have been local examples of that approach — using clarity and transparency as engagement tools. When audiences see the process, they’re more likely to believe the product.
Digital strategy also plays a major role in maintaining credibility. Too many local stations still treat their social and streaming platforms as dumping grounds for clips, rather than extensions of the broadcast. Yet that’s where future trust will be won or lost. A station’s TikTok, YouTube, or Instagram page shouldn’t chase trends for clicks; it should uphold the same standards of sourcing and tone found on-air. No vague headlines, no context-free clips. The goal is to bring the values of traditional local news — accuracy, empathy, and accountability — into the digital spaces where the next generation lives.
Part of that modernization also involves storytelling itself. Local TV doesn’t need to mimic influencers, but it should experiment with form. Short-form video explainers, podcasts, and community-specific newsletters can coexist with the 6 p.m. broadcast. Many Cleveland stations have begun creating spinoff brands or digital-only series highlighting culture, food, and neighborhood revitalization — areas where authenticity shines. Those pieces may not always draw big ratings, but they do something equally valuable: they show that local stations are still listening to the community.
Transparency about ethics and sponsorship is another essential layer. Stations should make their editorial boundaries visible. WKYC’s “About Us” page does exactly that, explaining how the station verifies information and separates advertising from news content. When viewers understand those guardrails, they can relax and trust the message. It’s the same principle that made local newspapers credible decades ago — and it translates perfectly to television.
Meanwhile, physical presence still counts. Nothing builds trust like being seen in the community. Cleveland stations have long understood this — from Channel 3 anchors hosting the Rock Hall Induction Week coverage to 19 News reporters volunteering at local schools or moderating city forums. When journalists show up in real life, not just on screens, they stop being abstractions. They become neighbors. And that neighbor-to-neighbor connection might be the truest foundation of trust there is.
Ultimately, the story of local TV’s credibility isn’t about nostalgia — it’s about adaptation. The “trust credit” stations still hold is real, but it’s not permanent. It must be earned, day after day, through accuracy, humility, and openness. In a fragmented media world where everyone is shouting for attention, the quiet reliability of a well-produced local newscast remains powerful. Viewers don’t expect perfection. They expect honesty — a sense that when something important happens, their station will be there, explaining it clearly and without spin.
If Cleveland’s stations can keep that balance — staying transparent, staying local, and staying human — they won’t just survive the age of misinformation. They could lead it. Trust, after all, isn’t built by algorithms or flashy graphics. It’s built by people looking each other in the eye and telling the truth. And in this town, that’s something local TV still does better than anyone else.
Citations
1. TVB: Local TV News Remains Valuable to Viewers, Advertisers — TVTechnology, 2025
2. RTDNA/Magid: Trust and Younger News Consumers — RTDNA, 2025
3. WKYC Trust Partner Page — The Trust Project, 2025
4. Cleveland City Council Says Mayor Bibb’s Admin Wrongfully Fired Staffer — WKYC.com, 2025
Ultimately, the story of local TV’s credibility isn’t about nostalgia — it’s about adaptation. The “trust credit” stations still hold is real, but it’s not permanent. It must be earned, day after day, through accuracy, humility, and openness. In a fragmented media world where everyone is shouting for attention, the quiet reliability of a well-produced local newscast remains powerful. Viewers don’t expect perfection. They expect honesty — a sense that when something important happens, their station will be there, explaining it clearly and without spin.
If Cleveland’s stations can keep that balance — staying transparent, staying local, and staying human — they won’t just survive the age of misinformation. They could lead it. Trust, after all, isn’t built by algorithms or flashy graphics. It’s built by people looking each other in the eye and telling the truth. And in this town, that’s something local TV still does better than anyone else.
Citations
1. TVB: Local TV News Remains Valuable to Viewers, Advertisers — TVTechnology, 2025
2. RTDNA/Magid: Trust and Younger News Consumers — RTDNA, 2025
3. WKYC Trust Partner Page — The Trust Project, 2025
4. Cleveland City Council Says Mayor Bibb’s Admin Wrongfully Fired Staffer — WKYC.com, 2025
5. Carl Monday — Biography and Career Summary — Wikipedia, 2025
6. About Us: WKYC Studios Transparency Statement — WKYC.com, 2025
6. About Us: WKYC Studios Transparency Statement — WKYC.com, 2025
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**EDITOR NOTE: "Frank's Take" articles are the expressed written opinions of the blogger and not necessarily those of WKYC-TV or TEGNA Media.