Earlier quoted context omitted.
In general it's about story selection. 80% of the "stories of the day" are related to minority rights, empathy stories and a bunch of others. Rural white people are rarely mentioned except in the context of an environmental disaster. I like the stories myself but I definitely feel like the average conservative doesn't feel like they're included in any of the coverage.
Maybe it's my bias, but I feel like I actually hear a lot of stories about rural white people. Especially since the election, every outlet keeps wanting to do think pieces on their plight.
A source like Vox covers urban/coastal issues from the 'inside', treating first-hand sources as credible and writing like the reader is included in the topic. There's also a significant assumption that readers inherently care.
It writes rural white plight stories as 'explainers', approaching them the way you would approach some international crisis your readers are unlikely to know about. One big human-interest frame example to make your readers care, lots of background and statistics, first-hand interviews that add flavor, but are aggressively contextualized by talking to professors and experts who aren't part of the community. And, of course, a necessity to say "which maybe caused Trump" or otherwise justify why such stories are relevant to their readers.
Basically, I think NPR/Vox/etc have started covering rural plight stuff far more, but they're still explaining those people to their readers.