The journalistic industry is undergoing a process of continuous transformation in response to an ongoing crisis. In this scenario, marked by disruptive technological changes and shifts in audience and advertiser behaviour, a new communication ecosystem is emerging that facilitates the rise of novel media outlets. Community social media, data journalism, and specialisation are some of the key features present in these emerging business models. This research aims to identify and understand the role of innovation in media adaptation to the current communication paradigm. Methodology: We employ a case study approach, analysing Sevilla Directo, a native digital medium in a city of approximately 700,000 inhabitants. Data collection techniques include observation, website analysis, in-depth interviews, focus groups with journalists, and analysis of sector reports and databases. Results and Discussion: Our findings indicate that technological advancements and the reach of social networks are fundamental to the growth of local media. However, we observe that adaptive changes predominate with little disruption and minimal focus on R&D&I. The organisation under study lacks a business model that guarantees its long-term sustainability and relies primarily on traditional income streams. Concurrently, social capital emerges as a key element in financing.