Santa Barbara County wants more: More depth, more voices, and more independent local news
At the News Revenue Hub, we believe local journalism is essential infrastructure. It informs, connects, and strengthens communities — but only when it reflects the people it’s meant to serve.
That’s why we conduct landscape analyses. These in-depth studies of local news ecosystems go beyond surface-level diagnostics. Strategic, specific, and community-centered, our goal is to turn findings into roadmaps that funders, publishers, and civic leaders can use to make informed decisions and real progress.
Our latest analysis took us to Santa Barbara County, California — a region rich in natural beauty and civic pride. At first glance, it doesn’t resemble a “news desert.” The 2025 Local Journalist Index report by Muck Rack, which measures the number of local journalists in counties, shows that Santa Barbara County performs well in terms of the number of journalists covering the region, putting it in the top 30% of counties nationwide for reporter coverage by capita. But a closer look tells a different story: one of unmet information needs, underrepresented communities, and a hunger for journalism that goes deeper.
Commissioned by NEWSWELL, a nonprofit news organization founded to preserve access to vital information, this study marks a new chapter for the Central Coast. It follows the 2023 closure of the Santa Barbara News-Press, which served the region for over 150 years. In 2024, Santa Barbara a local group led by consultant Ben Romo acquired the News-Press’s digital assets and archives and donated them to NEWSWELL. This analysis is the first step in imagining what a new, community-focused News-Press could become — and how it might better serve the people of Santa Barbara County.
What we heard from residents: More news, with greater depth and diversity
To understand local information needs, we took a three-part approach: a widely distributed community survey, listening sessions across the county, and a content analysis of five prominent local outlets.
Our biggest takeaways? Residents want more from local news — not just more stories, but more depth, more independent reporting, and more coverage that reflects their lived experiences.
More than half of survey respondents said they trust at least some local news and many described the county’s local news coverage as fair, with 17% strongly agreeing that coverage is fair, and 40% somewhat agreeing. Fewer perceive coverage to be unbiased: 12% strongly agree that coverage is not biased, and 24% somewhat agree. Of survey respondents, about 48% of respondents at least partially agreed that their community’s experiences were represented accurately by local news.
A mismatch between news supply and community demand
We mapped 29 local media entities across Santa Barbara County, analyzing 955 stories from five leading outlets over a sample two-week period. Though the region appears to have a healthy number of news providers, our findings revealed that many are stretched thin, producing stories that lack of deeper level of substance beneath the surface:
- 57% of stories contained no human sources
- Only 8% of stories qualified as enterprise journalism, reporting that goes beyond breaking news and press releases to uncover untold stories
- Deep investigative reporting was absent during the sampling period.
Community members echoed these patterns in listening sessions and surveys. Residents repeatedly emphasized the value of independent journalism — especially around policy, public safety, and community decision-making. They want coverage that not only informs but investigates, contextualizes, and reflects the full scope of local life.
When asked what the News-Press should prioritize, residents pointed to fact-based, unbiased reporting, in-depth public policy coverage, robust environmental journalism, and stories that showcase community resilience and solutions.
A need for representation and reach
Santa Barbara County is home to nearly half a million people — and nearly half identify as Hispanic or Latino. Yet, residents from these communities told us they feel underrepresented or missing entirely from local news. When their stories are told, they’re often shaped by stereotypes or limited to problem-based narratives.
Residents outside the city of Santa Barbara, particularly in North County communities like Santa Maria and Lompoc, also reported feeling overlooked. These areas are more populous and diverse than the city of Santa Barbara, yet they receive significantly less coverage. Despite being the county’s largest city, Santa Maria accounted for just 8% of the content we analyzed. In contrast, the city of Santa Barbara, home to less than 20% of the population, was the focus of 43% of coverage.
Hispanic/Latino residents expressed distinct preferences and concerns. They were more likely to want uplifting, solutions-focused reporting — and more likely to access news through AM radio, community centers, social media, and text messaging. They were also more likely to be interested in topics like education, immigration, and housing — issues that disproportionately affect marginalized communities.
Younger residents (under 35) were less likely to engage with local news at all. When they did, they preferred visual formats, live events, and search engines over traditional websites or newsletters. Many felt they shouldn’t have to pay for local news and were less aware of existing outlets.
Across both groups, there was a strong desire for coverage that reflects real people — their challenges, their triumphs, and their contributions.
What comes next
This study provides more than critique — it offers a blueprint for what’s possible. Not just for NEWSWELL and the future of the Santa Barbara News-Press, but for every newsroom in the region. Here are some key paths forward:
- Invest in depth and independence. Investigative, enterprise, and solutions journalism are essential. Residents want follow-up, context, and accountability.
- Center community voices. Local news should reflect the full spectrum of Santa Barbara County— across geography, race, age, and income.
- Close the geographic gap. North County communities like Santa Maria and Lompoc deserve equitable, consistent coverage — not just attention during crises.
- Meet audiences where they are. Video, audio, text messaging, and mobile formats are crucial for reaching younger and Spanish-speaking audiences.
- Build infrastructure for collaboration. No single outlet can meet all needs. But together — through partnerships, shared tools, and community input — Santa Barbara’s media ecosystem can thrive.
Santa Barbara County isn’t starting from scratch. It’s starting from a place of momentum and renewal, with community interest, civic energy, and a growing understanding that local journalism must evolve to serve everyone. This landscape analysis is the beginning of that transformation.
If your organization is interested in conducting a similar study in your community, we’d love to hear from you. Reach out at [email protected].