When it comes to understanding news audiences in rural areas, scholars often focus on declining readership and the challenge of how to encourage existing audiences to pay for content. There too has been burgeoning interest in news avoidance more broadly in digital spaces, with an emphasis on studying those who actively or intentionally resist or reject the news. This paper explores a gap in the research by seeking to understand the conditions and circumstances in which people who do not engage with their local news in print or digital format might be activated to do so. The paper presents the findings of an Australian survey of Facebook users who live in rural and regional areas and identify as people who do not engage with their local news. Findings highlight the need to conceptualise a subsection of the audience who express a desire to engage with their local news but perceive barriers to doing so. These barriers include cost, accessibility and perceived quality of content. We introduce the term ‘latent’ audience – potential news consumers who remain hidden from industry and scholarly view until changing conditions and circumstances lead to their manifestation.

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Researchers studying media innovation and local news tend to emphasise the ‘here and now’, focusing on digital advances as the pathway towards more efficient journalism and viable businesses. This paper argues for the importance of examining media practices that have been preserved and valued over time. It advocates for a temporal reflexivity lens to help inform media innovation strategies and policies for the local news sector in the future. We conduct a fine-grained exploration of one of Australia's oldest family-owned local newspapers, The Buloke Times in the state of Victoria, identifying three main areas of the business that have stood the test of time: respect for tradition and reputations, ‘embeddedness’ in place, and fostering company loyalty and collaboration. Ultimately, we suggest that an appreciation of tradition and continuation may play an important role in understanding the future of digital news in small-town communities.