In winter 2023, University of Oregon students partnered with Southern Oregon University, Jefferson Public Radio, Ashland.news, and the Jackson County Library to examine how Rogue Valley residents access local news and civic information. The study revealed a community deeply interested in local events, politics, and safety, yet hampered by a fragmented and uneven information landscape. The closure of the Medford Mail Tribune in 2023 left a significant gap, prompting the emergence of new outlets like the Rogue Valley Times and the expansion of existing media. Still, residents reported challenges finding reliable, centralized, and timely information—especially during emergencies like the 2020 Almeda Fire, when communication failures underscored the region’s vulnerability.
Key Insights
- No single trusted hub for local news—residents rely on a mix of radio (Jefferson Public Radio), local digital outlets (Ashland.news, Medford Alert), and social media, with Facebook groups and Nextdoor widely used but not always trusted.
- Emergency information gaps persist, with past wildfire events revealing inconsistent alerts and a lack of coordinated communication.
- Uneven access across the valley: smaller towns like Phoenix and Central Point experience “news desert” conditions.
- High interest in civic issues: local politics, wildfires, environmental policy, and safety top the list of community priorities.
- Strong emotional trust in local media compared to national outlets, but residents call for greater transparency, inclusivity, and representation in coverage.
Recommendations
- Establish a Local Collaborative News Hub: Bring together trusted outlets (JPR, Ashland.news, Daily Courier, Rogue Valley Times) and civic partners to pool resources, share content, and create a centralized, curated news and information platform.
- Adopt and Publish Clear Content Guidelines: Develop shared codes of ethics and transparent editorial standards to build trust and accountability across participating media.
- Create Consistent Community Gathering Spaces: Host regular forums in libraries, community centers, and other accessible venues, supplemented by an online presence and community calendar.
- Engage Communities Where They Are: Prioritize coverage and outreach in underserved towns, strengthen multimedia storytelling, and use both in-person and social media engagement to meet residents where they connect.
- Build Trust Through Local Focus: Highlight journalist biographies and reporting portfolios, invite audience feedback, and hire reporters who reflect the valley’s demographic and cultural diversity.
To read the full report and explore our detailed findings and recommendations, click the “Read The Report” link to the right.