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This paper explores the proximity of local media to audiences during the COVID-19 pandemic. It is based on a case study of Italian daily L'Eco di Bergamo combining two sets of data: a list of initiatives the newspaper took in 2019 and 2020 to be closer to audiences, and interviews shedding light on how staff viewed the paper's relationship with audiences during that time. An analysis of these two datasets shows that the pandemic increased the newspaper's proximity to audiences but did not fundamentally change the way in which it related with audiences, despite significant changes in journalists' work routines. Based on these findings, the paper proposes a conceptualization of proximity as a dynamic balance between three structuring dimensions (gatekeeping, social and commercial), with a focus on audiences as a plural figure determined by news organizations' strategies. [ABSTRACT FROM AUTHOR]