May 07 2008
Why Small Town Newspapers Can Survive
About a year ago I received a new newspaper in my mailbox called the “Clifton Clyde Tribune”. Dan Thalmann, publisher of another small town newspaper was setting up shop with a new paper in my hometown, and sent out free copies to everyone. I was immediately struck by the quality of writing, the crisp layout, and the excellent photography. What was even more exciting was the fact that Dan was seeking column writers so I jumped on the chance and I’ve been writing columns for the Tribune since last summer.
It was really my first foray into writing, and I have to say it’s been great. Dan has given me a platform to write about whatever I find of interest and relevance to the people of my community. I have also had the chance to become acquainted with Dan through e-mail and a couple of face to face interactions and I really admire him because he has figured out what Seth Godin writes today in All the News That Fits (do what you’re great at). Seth Godin, writing about the NY Times, suggests that instead of trying to be the source of all news for everybody, it should instead focus on excellence printing only what is true and important.
Of course true means well researched and with credible sources, and important means relevant to the readers. My friend Dan Thalmann employs both of these ideas in his small town newspapers, and I believe most small town papers can continue to survive and thrive if they figure this out. Small town papers fill a niche that no one else can because they write about what is relevant and important to a unique group of people; small-town folks. In fact, I believe that small town papers may actually outlast counterparts in larger communities that are still trying to be the primary source of all news. These larger papers would do better to downsize and stop trying to cover every story of national interest. Instead, they should become very focused on stories of local interest, and write from the local perspective about the national interest stories if they hope to retain readers and survive.
Seth Godin’s sage advice applies not only to newspapers but to everyone. Focus on what you are good at and quit trying to be all things to all people and you will become more successful.
2 responses so far
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I do not agree that small town newspapers should print only local news. My town is approx 20,000. Every day the the front page is covered with colored pictures of local citizens doing exciting things like, for example, standing on their front porch enjoying the day. Many times it is of the local children doing an activity. On the editorial page today a high-school kid had a long column all about how he didn’t see why it is necessary for people to cut their grass. Some years back Molly Ivins and Pat Olifant were removed permanently from the editorial page because some readers found them to be offensive. Our paper requests daily for stories from veterans—WWII veterans. Rarely are current military service members mentioned. But then we seen to be avoiding any involvement in foreign affairs whatsoever. I feel that this is a deliberate measure to keep our citizens dumbed down—and it does. Most of our citizens opinions are formed by what they are told by their churchs, many of which are fundamentalist. Our newspaper reinforces these opinions by withholding information about the world outside. This town has a Fox News/Rush Limbaugh mentality. I feel it is the duty of even a small town newspaper to inform it’s readers of events happening in the world, that whether they like it or not, affect their lives.
We have a small town daily newspaper- not the one I write for. It tends to be filled with national and international news, less focused on the local content. This model works for the aging demographic that it currently serves, but I don’t believe it is a viable long-term strategy.
Papers across the nation are struggling to redefine themselves. Young people simply do not tend to read newspapers, and certainly not the national news that can be had for free from online sources.
I agree with you that our news sources need to try to be unbiased and present diverse viewpoints. But I think small town papers need to carefully consider what their mission should be and how best to serve their communities.
Perhaps providing a local viewpoint on the national issues is a good compromise.