This chapter lays out one route to reinvigorating local news, by increasing demand among younger and older Americans alike. Based on survey data and a series of experiments, we show that the simple acts of informing citizens of the importance of local government and reminding them of its relevance can go a long way toward increasing local news consumption. The newspaper industry of the twentieth century is a thing of the past, but growing consumer interest in local news – from both traditional outlets as well as emerging digital sources – can create incentives for news organizations to provide the coverage of local government that democracy needs.