What can we learn from these newspapers that are doing just fine?

I’m having one of those days when I’m working on projects non-stop. It’s the kind of day when I stop for a moment and think, “Oh man, my column is due today.”

With no time to plan or prepare what I’m going to write, which probably happens to most of my readers on a regular basis, I’ve chosen to write about something I know a lot about: Why some papers are growing and some papers are dying.

Dying is a strong word for a column about newspapers. We read too often about newspapers that are closing. Most of the time, I can guess what’s led to these sudden departures without reading any further. Instead of writing about why some newspapers are closing, today I’m going to write about why some papers aren’t closing.

It’s a relatively easy task for me. I just sent messages to six publishers at random and asked, “Why is your paper not dying?” I’m using their responses to guide my thoughts. People seem to love it when I include a list in my columns, so here’s a list titled:

Why some newspapers aren’t dying

1. I wasn’t surprised when Reed Anfinson was the first publisher to respond to my request. Reed publishes and co-publishes three successful papers in Western Minnesota. He mentioned the quality of his newspapers. Reed noted the stories, photo features, and school events. It was in his final sentence that Reed hit on something that I’ve noticed about almost all successful newspapers: “We are dedicated to our community and our businesses, and readers appreciate it.”
2. It wasn’t my intention to interrupt anyone at deadline, but I did just that when I wrote to Erin McIntyre at the Ouray County (Colorado) Plaindealer. Still, Erin was the second to respond to my plea with, “We’re relevant, and our community values our work. She went on to mention reporting priorities, holding local government accountable, and building trust with readers. Erin went on to add, “Even small places deserve quality journalism, and readers appreciate that.”
3. Joey Young (Newton, Kansas) wrote, “We focus on local content you can’t get elsewhere, we haven’t slashed and burned the newsroom, and we charge what our paper is worth.”
4. I had the privilege of working with the Sullivan County (New York) Democrat a few months ago, and its publisher, Fred Stabbert, had a lot to say about their ever-improving newspaper. Right out of the gate, Fred reminded me that “The Sullivan County Democrat has been a staple of the community for 135 years, and we have never forgotten where we came from.” Like the paper in Newton, Kansas, Fred’s paper hasn’t had any “slashing and burning.” The Sullivan County staff includes four full-time reporters, two editors, and a five-person ad department. “We embrace change and tackle it head-on,” wrote Fred, “whether it’s a redesign of our historic newspaper last fall, updating our website, or installing the latest programs to be most efficient.” Fred concluded by reminding me that The Democrat has been owned by the Stabbert family for 99 years, but was quick to add, “(The Democrat) is really owned by our readers and advertisers who make us viable every day. Without them, our mission would not be possible.”
5. Ken Waddell, a leading publisher in Canada (Neepawa, Manitoba), chimed in that a key ingredient is local news. The second reason his papers aren’t dying, according to Ken, is a heavy investment in reporters, both full-time and freelance. Ken also wrote that his papers have developed their own distribution system, not relying on the postal system. He also mentioned a fourth reason: “We are awfully stubborn and care deeply about our community and employees.”

That’s a response rate of five out of six publishers to whom I wrote. Not bad, considering the five responded in the time it took me to write this column.

So, let me ask you to do something. Think of the papers you’ve read about recently that have closed. Did they adhere to the guidelines these five publishers consider crucially important? If not, what did they do differently?

I know there are factors beyond a newspaper’s control. A struggling local economy, population decline, and other issues can force a paper out of business. I’m not picking on those papers. But think about papers in places not declining in population. What might they have done differently?

That’s 800 words. My work is done for the day.

Kevin Slimp – ‘The News Guru’ – has served as an advisor and trainer for newspapers throughout the world since 1995. His online classes can be found at newspaperacademy.com

Pictured (from left): Anfinson, McIntyre, Young, Stabbert, and Waddell