Most freelancers and small business owners are dedicating their marketing time to social media. But they could be losing out to some new business closer to home
When Michael Wooton talks about his daily bread, he’s being literal. He runs Judges Bakery in Hastings, a historic business founded in 1826. Wooten and his merry band of bakers and shop staff are celebrating 200 years in business this year. The Freelance Informer learned of this business milestone because the bakery’s unique history and famous sourdough were highlighted by a local news outlet, Hastings Independent Press.
Business stories such as Judges Bakery show how local storytelling builds economic growth. Anyone reading this now knows where to go for their bread, coffee and other breakfast goodies if they are visiting Hastings. That’s the power of local media and why a new Government initiative aims to multiply this effect to keep local news alive.
Here we explain how both freelance journalists, freelancers and small business owners of any trade can make this new government initiative work in their favour.
The Local News Fund: what it actually offers
The Department for Culture, Media and Sport has launched a £12 million Local News Fund, distributed over the next two years — £6 million in 2026/27 and up to a further £6 million in 2027/28. Full details are on the official GOV.UK website.
The fund aims to stop the spread of regional news deserts where there is no dedicated local media. Up to 37 local districts currently have no independent news outlet, leaving an estimated 4.4 million people without a dedicated local voice. Grants of up to £125,000 per organisation are available, intended to help outlets invest in the tools and infrastructure needed for long-term sustainability.
The clock is also ticking: applications close 7 August 2026, decisions are expected in September, and funded projects need to run from October 2026 through to March 2027.
Practical next steps for freelance journalists
Given the eligibility rules, here’s how to actually put this fund to use:
Check if your local outlet is bidding. Contact editors at your regional independent titles, community newspapers, or hyperlocal websites and ask whether they intend to apply. If they are, this is a natural moment to pitch yourself as a contributor for the “innovation” work the fund is meant to support — new digital tools, apps, or expanded local coverage.
Look for news desert opportunities. If you’re based in or near one of the roughly 37 identified news desert districts, an existing outlet may be looking to expand into your area, or a new community-owned title may be established there. Position yourself early as a local contributor with on-the-ground knowledge.
Pitch with a track record in mind. Since funded outlets need to show a consistent monthly publishing history, they’re more likely to value freelancers who can commit to regular local coverage rather than one-off pieces. Come with a proposed beat, such as a news section or an issue you’ll cover consistently, rather than a single story idea.
Read the scoring criteria before pitching to editors. Funded projects favour ideas with a credible, sustained path to increased revenue, not a one-off spike. If you’re pitching yourself as part of an outlet’s bid, frame your work in terms of audience growth or new formats (newsletters, podcasts, video), not just a single article.
Freelancers of any trade, this is where the low-friction opportunity is
You don’t need a government grant to benefit from local journalism — you just need a good story. The Judges Bakery example is the clearest illustration of this: a 200-year-old, family-run business got a meaningful visibility boost simply by being interesting enough for a local outlet to cover.
This matters just as much for freelance plumbers, designers, tutors, tradespeople, or consultants trying to build a client base in their area.
A few practical takeaways:
Find your local outlet. Every hyperlocal site, parish newsletter, or regional paper is short on stories, especially now that many are competing for the same funding by proving audience engagement. That’s an opening, not a barrier.
Pitch an angle, not an advert. Editors won’t run a promotional piece, but they will run a genuine story: a milestone anniversary, an unusual technique, a community project you’re involved in, or a local issue you have expertise in.
Lead with specifics. “I’ve been fixing boilers in this neighbourhood for 15 years” is forgettable. “I’ve kept the same boiler running in a Victorian terrace since 1998 — here’s what people get wrong about maintenance” is a story.
Follow up once, briefly. Local journalists are often stretched thin — a short, polite nudge a week after your first pitch is appropriate; repeated pestering isn’t.
Better publicity leads to more customers. More customers mean more local jobs. Writers also investigate the issues that matter most to residents, hold councils to account, and champion local charity campaigns.
Every high street has an untold story waiting to be found and, funding aside, the door to local press is often more open than freelancers assume.