Once again, the media landscape is shifting. The high-stakes Nexstar–Tegna merger carries significant implications for local television markets nationwide. Together, the two companies own 88 television stations in 32 overlapping markets. Nexstar’s CEO, Perry Sook, says they plan to consolidate news operations in these markets. If the Federal Communications Commission approves this move, our democracy and local communities will suffer.
The primary beneficiaries of deals like this are rarely local viewers, journalists, advertisers or small businesses who are left with newsroom layoffs, diluted journalism and fewer resources to serve local communities. Instead, shareholders, often far removed from the communities most impacted, reap the rewards.
As a firm that works closely with journalists, producers and newsroom managers across the country, we have witnessed years of the strains news organizations have faced: changing consumer habits, increased advertising competition, artificial intelligence and more. Staff shortages in newsrooms have long forced reporters to juggle multiple beats with little time for in-depth reporting. Investigative journalism, the cornerstone of accountability, is increasingly treated as a luxury.
Why this merger should concern everyone
Here’s what we expect to unfold in these markets, 17 of which rank among the nation’s top 50:
Few independent voices
Consolidation often leads to overlapping talent, shared content and fewer distinct perspectives. In Colorado, for example, Nexstar’s Fox31 (KDVR) and Tegna’s 9News (KUSA), long-standing competitors, will likely operate under the same corporate umbrella. Many of the anchors and reporters who viewers have trusted and relied upon for years will likely move on. In their place, stations will hire younger, less-seasoned journalists who are asked to produce more content with fewer resources and less oversight. While eager and capable, they lack the experience and community connections that veteran journalists bring, leaving audiences with a very different and diluted viewing experience. The smaller Nexstar affiliates like KDVR (Channel 20) and KWGN (Channel 2) are likely to face the harshest cuts or will turn off the lights.
Decline in specialized coverage
Reporters once dedicated to specific beats, such as education, health care or public safety, will be reassigned, reducing depth and nuance in reporting. With eight of the markets in which Tegna and Nexstar overlap being home to their state’s Capitol, this is especially concerning in terms of keeping a watchful eye on state governments. Alarmingly, all eight, which include some of our nation’s most red (Texas and Florida), blue (California) and purple (Ohio) states, have the trifecta, single-party control at the state level.
More national syndication, less local identity
Consolidated ownership results in an increased reliance on syndicated, pre-packaged content that can be dropped into multiple markets. While efficient for the parent company to have viewers in Tampa, Houston and Sacramento seeing the same segments, it pushes aside locally produced stories, voices and unique local angles. This blurs distinctions between stations and reduces the authenticity of coverage tailored to community needs.
Higher advertising costs, less access for small businesses
With Nexstar’s scale, bundled ad sales and rising rates will squeeze out smaller advertisers. Political ad costs may also surge, especially in battleground states like Ohio, where both companies own stations in neighboring Cleveland and Columbus.
Erosion of public trust
Nationalized content, such as Nexstar’s NewsNation, which, to its credit, is rated as “center” in AllSides Media Bias Rating, risks feeling distant and inauthentic. As trust wanes, audiences may retreat into echo chambers, deepening divisions in our country..
Fewer seasoned journalists
An example of this is Tegna’s Fox 61 in Connecticut, where seasoned employees were replaced with young, inexperienced multimedia journalists (MMJ) who produce and edit their content with little oversight, guidance or editing from seasoned producers. The results have yet to be disclosed, but morale within the station has deteriorated greatly according to insiders and institutional knowledge and community connections have diminished.
Investigative journalism at risk
Resource-intensive investigative teams are often the first casualties of consolidation, yet these are the watchdogs that we all depend upon for accountability among policy makers, corporate executives, educators, etc.
What we stand to lose
For shareholders, the merger makes solid and smart business sense. For communities, it’s deeply troubling. When one company dominates a market, diversity of voices diminishes. Fewer journalists mean fewer stories and less oversight, resulting in a less informed public. Once veteran reporters are laid off and investigative desks are shuttered, institutional knowledge is rarely rebuilt. We don’t just lose stories; we lose the ability to share information.
Communication basics are more important than ever
Communications professionals play a critical role in this evolving environment. PR is no longer “image management.” It serves as a bridge between institutions and the public, helping communities remain informed and connected despite shrinking newsrooms. How we shift will make a difference in the communications cycle:
Maintain strong, empathetic newsroom relationships
Acknowledge the uncertainty journalists face. Be supportive and responsive. Establish clear communication with newsroom leadership to understand their shifting priorities.
Adjust pitching strategies
Anticipate the dilution of the beat reporter; make pitches easy-to-use with clear angles, strong visuals and local relevance. Deliver well-written, accurate content to ease the reporting burden.
Prepare clients for reduced coverage
Set realistic expectations about the impact of newsroom capacity and its impacts on both the amount of news that will be published/aired, as well as the time reporters have available.
Invest in your owned media channels
As independent reporting about your organization declines, the channels and platforms you control become even more critical for reaching and influencing your audiences. Strengthen these channels by creating more compelling content, building interactive and experiential communications, and optimizing not just for search engines, but also for AI-driven traffic.
Embrace non-traditional content developers
Just as many individuals have changed how they get information, your communications strategies should as well. Communications at this moment must go beyond brand positioning. It must help bridge institutions and communities, ensuring that people remain informed, heard and connected even as the media landscape shifts beneath them. We have smart clients who are investing resources into pursuing alternative channels like branded content, paid content creators, podcasts, self-published seasoned reporters, and other non-traditional channels.
Advocate for local journalism
Find ways to support and amplify local reporting. Treat journalists as partners, not just conduits. Consider collaborations with independent or emerging reporters who are building direct relationships with audiences.
