If you want to reach today’s government buyers, you have to meet them where they’re going for information. And more often than not, that means online news.

Your audience is more informed (and more selective) than ever.

Our Buyer Engagement Report confirms the growth in readership we’ve seen across the GovExec network all year: government professionals are not only consuming more news, but also being more selective and purposeful.

Online news is a trusted source for understanding what’s happening inside government and helping them make decisions faster.

Federal vs. State & Local: Different News Habits, Same Goal

When it comes to staying informed, official government websites top the list as the preferred source for both federal and state/local professionals (59%).

But once they leave .gov domains, their habits diverge:

• Federal audiences rely on specialized outlets like Government Executive (49%) and Federal News Network (32%) for mission-specific coverage.
• State and local audiences cast a wider net, splitting attention between regional sources like Route Fifty and national names like CNN. They want context and practical insights, not just policy headlines.

Why? Because change is constant these days.

With hurdles such as regulatory updates and workforce transitions, government professionals are under constant pressure to stay ahead. Staying informed is a daily survival skill.

And the data show that federal respondents, in particular, are consuming more work-related news than ever before.

What This Means for B2G

This information overload creates both a challenge and an opening. Buyers are selective about what they read and who they trust, but once you’re in their trusted sources, your visibility skyrockets.

Our data shows that 80% of federal and 84% of state and local professionals prefer to read articles online, most often through email newsletters and digital news outlets. That makes online news and newsletters the front door of B2G engagement.

If you’re not showing up there, your competitors are.

Credibility Is Currency

In a market where every brand claims expertise, credibility is the differentiator. Aligning your thought leadership, educational content, and brand storytelling with trusted journalism is how you earn attention (and keep it).

Here’s how to start:

• Partner with established government publications. Reach decision-makers where they already go for trusted information.
• Publish expert-driven content. SMEs build confidence that your brand understands the mission.
• Stay consistent. Visibility compounds. Regular placements in respected outlets strengthen authority and familiarity over time.

In a noisy market, showing up in credible news environments and offering real value turns visibility into influence – and influence into opportunity.

Learn how to engage with your buyers in 2026.

Ready to show up where your buyers are? Contact us today.