The essay analyzes the representation and the framing effect in the local press regarding a particularly sensitive issue as poverty. From a theoretical reconstruction, what emerge are the difficulties of combining a journalism that has among its objectives to create the sense of place of the community it represents, without sliding into the stereotype and the episodic tale in which information on poverty can be found. By reelaborating the data of the Rapporto sulle povertà in Umbria (2019), the analysis has been extended to four local newspapers. In particular, the analysis shows trends on how the local press deals with poverty in the area it represents.