Local newsrooms want more visuals, but aren’t investing in them

When visuals have a seat at the beginning of the reporting process, we see stronger written and visual reporting. At CatchLight’s Local Visual Desk, we’re focused on how visuals can impact editorial and also how they can permeate and impact every aspect of the newsroom.”

Jenny Stratton, executive editor, CatchLight

Almost from the beginning, the news has been delivered via written and visual content; however, that partnership has been in peril for several years. Photojournalists, photo editors and other visual creators are often the first positions cut when a newsroom is downsized.

The 2025 Local Visual Journalism Survey of almost 70 local newsrooms across the country reveals a disconnect that is impeding the broader use of visual journalism:

• “85% of respondents consider visuals a ‘high’ or ‘very high’ priority.”
• “57% of respondents said they want to increase their visual staff.”

Newsrooms (and their audiences) want more visual content, but they face a stark reality.

• “30% of newsrooms reported losing full-time staff who work on visuals in the past five years.”
• “Only 21 (31%) newsrooms report using a full-time staff photographer.”
• “48% of responding newsrooms reported that the primary decision maker for visuals had no visual background or training.”
• “63% dedicate less than 10% of their overall budget to visuals.”

Michelle Kanaar, visual editor at CatchLight Local

“Some newsrooms aren’t aware of how to leverage visuals for editorial and to generate revenue. If you know visuals will generate revenue, then you’re willing to invest more in them. Another friction point in many newsrooms is the disconnect between the desire to add visual content and the lack of visual journalism skills and training,” said Michelle Kanaar, visual editor at CatchLight Local, and one of the three authors of the report.

CatchLight, the San Francisco-based visual media organization, and Prism Photo, an organization supporting emerging photographers from diverse backgrounds, collaborated on the report. The other authors were Jenny Stratton, executive editor at CatchLight, and Alyssa Schukar, cofounder of Prism Photo.

“When visuals have a seat at the beginning of the reporting process, we see stronger written and visual reporting. At CatchLight’s Local Visual Desk, we’re focused on how visuals can impact editorial and also how they can permeate and impact every aspect of the newsroom. Whether that’s working with the development staff or on the socials and audience side, visuals play a role in every aspect of audience growth and engagement,” Stratton said.

As more people visit social media for news and information, local newsrooms are discovering the benefits of posting visual content on social media. Interestingly, 97% of the surveyed newsrooms were on Instagram, compared to Facebook (88%), X (57%) and TikTok (39%). According to Stratton, the newsrooms CatchLight supports on the Visual Desk have experienced a monthly 2% to 16% increase in subscribers from their social media channels.

Jamie Self, managing editor of inewsource

Jamie Self, managing editor of inewsource, responded to the survey and was also one of nine reviewers. Inewsource has been an investigative digital news outlet in San Diego for 15 years. It recently started to publish more of what it calls quick-turn, hyperlocal accountability coverage while maintaining a focus on investigative reporting.

“When our staff photographer left to become a freelancer, we reassessed our needs. Since then, we’ve been using freelancers. San Diego has a robust community of photojournalists. Sometimes, they shoot video content for us that we then edit. We have reporters on staff who create illustrations and other visuals for coverage of important government and community meetings,” Self said.

Stratton shared her advice to local newsrooms that want to create more quality visual content: “Start by matching resources to priorities. If visuals are a priority, then resources may include more than staffing. It could be training, more time to produce visuals or improving workflow. Develop a strategy that considers how visuals can more holistically support the newsroom and your larger audience and engagement goals.”

Bob Sillick has held many senior positions and served a myriad of clients during his 47 years in marketing and advertising. He has been a freelance/contract content researcher, writer, editor and manager since 2010.  He can be reached at bobsillick@gmail.com.