THE PRACTITIONER

To many Americans of a certain age the idea of having their morning coffee without a newspaper in hand would have been unimaginable. Despite this fact, it has become clear that newspapers are part of an irreversible movement away from the printed word, and towards smart phones, e-readers and PDAs of our digital era. In a previous post, I wrote about how many publications, especially those rooted in traditional media such as newspapers, are struggling to find their identity and a solid business plan for a sustainable future.

Before I go any further, let me be clear: this post is not about the plausible extinction of the printed newspaper or the process of media evolution. Instead, I would like to talk about how organizations, such as the New York Press Association, are trying to spread positive messages about the benefits of a newspaper underdog: the local paper.

It seems local and community newspapers have been hit the hardest by the unstable economy. In fact, at least 120 local newspapers in the U.S. have shut down since January 2008, according to Paper Cuts, a website that tracks the newspaper industry. However, visit this site at your own risk. The map of newspapers that have closed or stopped publishing a newsprint edition is a depressing sight.

In order to spread the good word about the benefits community papers offer, the New York Press Association started a $4 million statewide ad campaign highlighting the fact that local papers provide strategically tailored, demographically-focused information relevant to communities. According to the New York Times City Room blog, this ad campaign features “about a dozen examples of failure — a pickup half-sunk in a river, a speeding ticket, a father and son staring longingly at an empty carnival site. The tag line on each is ‘Your Community Paper. Told Ya.’”

The Business Insider also pointed towards an ad of a barefoot boy walking on crutches.  “Football? Nope. Broken sidewalks.  Broken sidewalk stories won’t win us a Pulitzer. But they could keep you out of the hospital. Your Community Paper. Told Ya.”

Edmund DeMarche, the former editor of community paper the Brooklyn View told the New York Times: “I think honestly, a better marketing strategy would be to show the specific audience that a local paper would attract.  Local papers matter to a community.” I agree with him.

Local newspapers have an opportunity to offer news that readers aren’t going to get on TV, radio, or Web sites. Many feel that readership can be increased by focusing on local news coverage — like little league sports, school news, births, anniversaries, obits, etc. Publishers should focus on the unique benefits that these local papers can offer, not attempt to guilt the community into increasing readership and advertising spend. (The importance of identifying unique benefits…sounds like my next blog post! Stay tuned.)

Do you read your local paper? What benefits does it have over the larger national papers? Did the New York Press Association miss the mark? I would love to know your thoughts.