Take Part


Journalism Matters is the news media industry's annual campaign to shout about the benefits journalism creates for our society. Last year, Journalism Matters reached 17.4 million people in just a week, with coverage in local and national titles such as the Liverpool Echo, The Press and JournalThe Sun, and the Maidenhead Advertiser.

Run by the News Media Association, Journalism Matters is a chance for news media titles to tell their readers about the important job they do and why they do it. Anyone can take part by voicing their support for their newspaper and highly trusted journalism which underpins democracy. 

JM Coverage Montage

Guide for newspapers

This year, Journalism Matters will run from 5 to 11 October and focus on the vital importance of trusted news media journalism during the coronavirus pandemic. Some ideas for editors to highlight this vital work in their coverage during the week follow:

  • Showcase their titles’ campaigning achievements during the pandemic and explain how their journalism has delivered real benefit to people, whether it be fundraising for key workers or providing free newspaper home delivery for vulnerable people;
  • Identify individuals and/or organisations who have directly benefitted from their journalism during the coronavirus pandemic. This could run as a series of case studies or features;
  • Run stories about the effect of the pandemic on the business of journalism and the ways in which news media has had to adapt and think creatively in order to carry on providing the vital service of public interest interest journalism. This could cover different aspects of the business; reporting, production, distribution, and feature different people from across the business telling their stories;
  • Conduct interviews with local dignitaries - MPs, council leaders, local celebrities, sportspeople - in which they explain why journalism is so important during the pandemic;
  • Think about the role of journalists correcting misinformation about the pandemic from other sources on social media and publish explainers on this;
  • Editorials and opinion pieces talking about the heightened value and importance of journalism during the pandemic, referencing increased audiences and reader engagement where appropriate.

The weeklong campaign is a chance for editors to remind readers of the reasons why journalism is so important to our democratic way of life, and the threats it faces on various fronts. Some further ideas for editors coverage follow:  

  • Use the Journalism Matters logos and key industry stats about news media;
  • Run a series of features highlighting their newspaper's recent campaigning achievements; 
  • Publish interviews with high profile figures such as politicians or celebrities explaining why trusted journalism is so important;
  • Use hashtags #journalismmatters #makingadifference #trustednewsday and #buyapaper on social media; 
  • Explore potential opportunities such as sponsorship with commercial partners;
  • Run a competition for readers, for example by inviting them to submit or post online pictures of themselves reading their paper;  
  • Invite a guest editor such as a celebrity or dignitary to edit the newspaper during the week. 

Making a Difference

Making a Difference showcases the best campaigning work of newspapers across the UK. At the start of Journalism Matters an online vote will go live and the public will be invited to vote for their favourite local and national campaigns from the Making a Difference showcase. The winners will be announced on Friday 9 October.  

Newspapers included in the shortlist can run stories in the run up to and during the vote encouraging readers to back their campaign. Editors and journalists can also use social media to secure the backing of readers, local MPs, and celebrities.  

JM Coverage Montage 2


On Thursday 8 October, the industry will hold a #trustednewsday to show readers exactly how trusted news is gathered, produced and distributed over the course of the day. 

Newspapers can get involved by hosting interactive events including live blogs revealing the workings of newsrooms on a day-to-day basis, and question and answer sessions with editors and journalists about your work. 

For queries or questions about Journalism Matters please contact Paul Sinker paul@newsmediauk.org or Laura Skerrett laura@newsmediauk.org or call us on 0203 848 9620.