Newspapers have been undergoing a challenging transformation over the last 10-15 years. That is not news to newspaper readers who have seen their local papers become smaller in size, and sometimes, alter or eliminate print days from what traditional newspaper readers have been used to.
The newspaper I was most recently publisher of just went through a hard decision to drop another print day, taking that newspaper from what was a 7-day newspaper pre-pandemic to a five-day print publication.
Anytime a newspaper makes a change, it impacts readers more profoundly than many realize. I remember the days when if we changed a comic or changed a puzzle or even a columnist, I would answer phone calls – usually complaining ones – for weeks. Those complaints seem silly compared to what newspapers face now.
The changes local newspapers are undergoing now are more significant and important than those small changes of the past. The traditional newspaper industry has faced economic challenges, including changes in advertiser habits and reader habits.
We in the newspaper businesses were excited more than 20 years ago when the Internet began to rise. We saw it as an opportunity to provide our readers even more flexibility and content. No longer would we be restrained by page counts or time constraints. We could provide our readers the best of all worlds – print products as well as web-sites and 24-hour news availability.
However, with those changes, many readers also changed their habits and, frankly, became used to having information quickly at their fingertips, and often mostly for no charge. I call it the “cable-ization” of newspapers. Readers began believing the online content they were receiving was now free. It’ not and never has been. We all know that everyone pays for some kind of television service, whether it’s cable or streaming.
Newspaper readers became complacent about what it takes to have a local news-gathering organizations operating as local businesses in their communities. They became complacent about the marketing expertise advertising account executives are able to give businesses. They didn’t seem to understand the massive number of full-time and part-time jobs newspapers created in the community. They lost sight of the value of having local reporters on the ground holding governments accountable, but also telling stories about their local communities.
The pandemic showed many readers just how important it is to have reliable local information. And, it also showed how readers can transform their reading habits if they really want to. During the pandemic months, readers were thirsty for local information about their schools, their churches, their organizations and activities. They wanted to know how their community was faring, and the local newspaper leaped over many hurdles to provide that information 24-7. And, they did it mostly through digital means – web sites and online platforms.
While print will always be a part of local newspapers, it’s time for the readers to come to terms with the changing landscape and adapt their own habits in order to make sure they continue to have strong, viable local news operations run by media professionals who have been educated and trained and accountable in producing credible news.
Citizen-run social media pages and chat groups aren’t enough to sustain the type of local news coverage a community needs. The community needs to support its local news organization that hasn’t been just a print newspaper for quite some time.
While many newspaper readers say they just can’t do without their print publication, the reality is that print is now a subset of what a news organization offers. Newspapers are increasingly incorporating real-time multimedia elements such as videos, interactive graphics, and podcasts. Readers need to embrace these diverse formats to get a comprehensive understanding of the news.
Newspapers are placing emphasis on community engagement and interactivity. Readers need to participate in online discussions, forums, and social media platforms to actively engage with the news and contribute to the community dialogue.
Advertisers have already figured this out, and they are supporting and enjoying the digital options their local newspapers now offer. Newspapers are offering more and better digital options for advertisers at a very good price. Most newspapers bundle their marketing packages together with several digital and print products to give advertisers more reach.
Newspapers have done a good job the past decade of providing many options for their customers. Readers must come to terms and adapt to the reality that print is no longer the primary means of providing news content. Adapting reader habits helps support the continued production of quality journalism in the face of technological and economic challenges.
Part of this new reality is that to support quality journalism, newspapers must increasingly rely on subscription models. The old print business model is dead. Readers need to consider paying for content or subscribing to digital services to ensure the financial sustainability of news organizations.
Just like you pay for cable or streaming, readers must realize news is not free. It can’t be. It requires educated and talented writers to provide that content. And remember, your local newspaper is the most accountable press outlet to you. It’s more accountable than a metro television station. YOU have a voice in determining your local coverage, and you need to use it.
Take a minute to think about how much your newspaper organization has contributed to your community simply by covering the local news and telling the stories of your town. Think about the void that would be left if that resource was gone.
By taking these steps to understand how newspapers work today, readers can contribute to the survival of community newspapers and ensure the continuation of valuable local journalism.
Cindy Allen 