THE ISSUE: The future of newspapers

OUR OPINION: Community newspapers growing as source of local news

Newspapers traditionally have not been the best at telling their own stories. Newspapers report the news, they don’t make news.

Not so these days as the stories about the problems facing newspapers -- declining ad revenue in a troubled economy, loss of paid circulation, readership fall-off -- are news. Stock prices of newspaper companies have taken hits.

It is time we make some news in setting the record straight about the future of newspapers. We will not only survive, we will prosper. Why? Because we have a product that is in demand: Credible information.

Newspapers big and small are distributing fewer print editions these days. But readership is soaring. At The Times and Democrat, for example, paid circulation is roughly 17,000 daily papers.

Figure conservatively that each paper is read by three people and get an idea of the reach. BUT it is the 40,000 visitors a day to TheTandD.com that have expanded the horizons for the news of The T&D Region.

And that is what we bring primarily: news of The T&D Region. It is our mission.

The same mission it is for many other local newspapers -- and according to a Suburban Newspapers of America, they are succeeding.

SNA is a trade association representing nearly 2,400 daily and weekly newspapers in the United States and Canada. SNA has experienced seven years of record growth and is experiencing a banner year in 2008 -- another indication of the strength of this segment of the industry.

The findings of an SNA beta report show why suburban and community newspaper executives report optimism and growth.

The beta companies represent total circulation of 12.5 million and approximately $2 billion in annual advertising revenue. The newspapers provide much needed hyper-local news and information -- typically not found anywhere else -- to the communities they serve.

The beta results showed that 2007 was a growth year for the community newspaper industry with advertising revenue up .5 percent as compared to the overall industry decline of 7.9 percent reported by the Newspaper Association of America.

First quarter 2008 results reported a decline in advertising revenue of 2.7 percent -- primarily related to economic factors influencing the real estate and automotive industries, two of the largest categories for community newspapers.

In most cases, local revenue was up for the companies represented. The 2.7 percent decline for the quarter compares to double-digit decreases reported by publicly traded companies that are comprised of large metro daily newspapers (reported declines ranged from 10 percent to 19 percent).

SNA President Nancy Lane sums up the point we’re making and the message we’re spreading this day:

“For the most part, community newspapers are not experiencing the major declines that we are seeing with large metro dailies. They are certainly affected by the tough economy, but that is expected to be cyclical. Our beta reporting partners are very optimistic about next year and beyond.

Almost all of them are launching new products in 2008 or looking at acquisitions and in some cases, even growing their staff -- a stark contrast to most of the news that is reported about the newspaper industry in general. The need for local, community news has never been greater.

Readers can’t get this news anywhere else and advertisers love reaching this engaged audience and also appreciate the precise targeting these publications offer.”

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