In July 2025, nearly every major U.S. news site saw traffic drop—some in the double digits. SimilarWeb data via Press Gazette revealed that 44 out of the top 50 U.S. news websites lost visitors year-over-year. From paywalls to AI summaries replacing click-throughs, the digital news industry is facing one of its toughest moments. But there is a clear path forward: doing more meaningful local reporting.
The Data Behind the Decline
Here are some of the most notable traffic drops reported in July 2025:
| News Site | Visits (July 2025) | Year-over-Year Decline |
|---|---|---|
| New York Times | 462 million | -7% |
| CNN | 323 million | -38% |
| Fox News | 249 million | -26% |
| Forbes | — | -50% |
| Daily Mail | — | -44% |
| Washington Post | — | -40% |
| BBC (U.S. Edition) | ~100 million | -16% (YoY), -15% (MoM) |
These declines highlight a trend: audiences are not engaging with big national or international news sites the way they used to.
Why Are News Audiences Shrinking?
- Google AI Overviews: Many users now get answers directly in search results, skipping publisher links entirely.
- Paywalls: Paywalls discourage casual visitors and reduce reach, especially for younger readers.
- Shifting Reader Habits: Social media referrals are down, and direct visits are harder to secure as readers move to apps, newsletters, or podcasts.
- Market Saturation: With hundreds of outlets covering the same stories, competition for attention is fierce.
- Reddit Community News: Community-based crowdsourced news seems to be winning!
The Solution: More Local Reporting
While global headlines are saturated, local stories remain underserved. Communities crave relevant information about schools, roads, small businesses, events, and safety issues that directly impact their daily lives. Newsrooms that invest in local content can rebuild loyalty by being indispensable to readers where they live.
Benefits of Local Journalism
- Trust: Local outlets often rank higher in credibility because they are closer to the community.
- Engagement: Readers are more likely to subscribe when coverage impacts their neighborhood.
- Differentiation: Unlike national outlets repeating the same wire stories, local reporting offers unique value.
- SEO Opportunity: Local search queries (“road closures in Houston,” “school board vote in Denver”) are less competitive and provide long-tail traffic growth opportunities.
How Publishers Can Pivot
To adapt, publishers should:
- Build Hyperlocal Teams: Assign reporters to cover towns, counties, and neighborhoods.
- Leverage Community Contributions: Accept tips, letters, and guest columns to expand coverage.
- Invest in Multimedia: Podcasts, interactive maps, and livestreams can make local stories engaging.
- Optimize for Local SEO: Use place names, event keywords, and schema markup to rank higher in local searches.
Conclusion
The steep traffic declines for giants like CNN, Fox News, and The Washington Post prove that relying solely on national coverage and Google referrals is unsustainable. The real growth opportunity lies in doubling down on local content. By delivering valuable, trustworthy, and community-driven stories, news publishers can counteract the downward trend and build lasting relationships with readers.