The media landscape continues to evolve and 2025 will be no exception. From the rise of regional journalism to the growing demand for visual storytelling, here is my take on the top media trends taking shape this year.
Minnesota is poised to be a model for what’s possible for a local news ecosystem. And yet, Minnesota is far from immune to the same challenging dynamics impacting the industry nationally and globally.
Benjamin toff, Director, minnesota journalism center
1. The Growth of Regional Journalism
Regional media outlets, such as the Star Tribune, have expanded their coverage beyond the Twin Cities metropolitan area to include Greater Minnesota. Local print and broadcast media are focusing on hyperlocal stories—covering community news, businesses, events, sports and human-interest pieces—while larger regional publications address broader rural issues like agriculture, housing and workforce challenges. For business owners, this shift presents an opportunity to connect with journalists seeking authentic, local content.
2. Greater Emphasis on Visual Storytelling
People love a good story—especially when it’s told through compelling visuals. Whether it’s showcasing a manufacturing process, highlighting thought leaders or covering community events, investing in high-quality visual content is essential for any business looking to capture attention. Platforms like Facebook, Instagram, TikTok and YouTube are playing a larger role in news, education and entertainment. Even radio stations are integrating visual broadcasting of local events to engage audiences in new ways.
3. Broadband Expansion Fuels Digital Growth
Significant investments in broadband infrastructure are improving high-speed internet access in rural areas. This expansion is enhancing digital media consumption and participation, opening new doors for businesses to reach audiences through video, livestreaming and interactive content.
4. Digital Media Takes Center Stage
With social media algorithms constantly shifting, businesses are focusing more on digital media they can control—like websites, blogs, podcasts and email newsletters. These owned media channels allow businesses to build direct relationships with audiences, improving visibility and maintaining consistent messaging.
5. Community Driven Content
Across Minnesota, newsroom staffing has declined by nearly 50% in the past two decades, creating gaps in local coverage. Crowdsourced journalism and community engagement are stepping in to fill these gaps. Local Facebook groups and platforms like Substack and Reddit are becoming key sources of community news and social networking.
For businesses, there’s a growing opportunity to engage with community-driven content. More on that topic to come.
What media trends are you seeing in your community?
