By Pastor James Orr
The small hometown newspaper rarely gets the respect it deserves. As a kid I remember mom and dad waiting each month for the Wayne County Press to come so they could receive news from back home, Wayne County, Illinois. I thought it was funny to read about “Aunt Mary’s party dress” and Pete Rapp’s prize pig. The whole thing was a little beneath me, a big city kid from Fayetteville, NC. Boy was I deluded about life.
Sometimes joked about as “the weekly-disturber” or “the knitting club news”, small town newspapers can un-fairly be compared to larger national newspapers and magazines. This is ironic as many larger circulation outlets are suffering from plunging revenues in advertising and lost circulation. With cut backs and the continued expansion of internet news, (real world affairs), it is not likely to find the local stories so many depend on in a small community. This sentiment is pointed out by Mary Walton in a May, 1999 article of the American Journalism Review. “…they (small papers) help form the backbone of an America seldom featured in glossy magazines or on the evening news.”
For many young people, their first world exposure is in the pages of the local newspaper. Whether it’s a spelling bee or winning touchdown, many students are encouraged to reach for greater achievements in their local paper. Seeing themselves in print is a type of immortality as their accomplishments become part of the public record. That’s a powerful motivator for future success.
Another motivation is when we see ourselves. The Farmer of the Year or the Business of the Year are great awards. Don’t they mean something more when the whole community shares that information? Isn’t a corporate pride instilled in us when we become aware of the achievements of our fellow citizens? Doesn’t the public have a surer guide of where, and who to do business with, by an accurate public record in the local small-town newspaper? I believe we do.
Your local small-town paper is also more sensitive to the specific personality of the community. The staff will be small and most of them will live locally. They have an intimate interaction with their own community. If politics is the hot topic, (and isn’t it always?) they will most often handle it with sensitivity. Maybe the local churches are important. The locally owned and operated paper will not shy away from religious news, bringing exposure that would otherwise be dismissed or even ridiculed by larger news outlets.
And yes, the local paper is an important resource for local advertisers. You may not look at all the ads, but that item or service may be just what someone wants. Local advertising is often the most efficient and financially sound way to reach your desired market. A larger circulation or other media outlet is often too expensive for a smaller business and much of the advertizing coverage is wasted on markets that a small, local business would not service. You local newspaper can help you pinpoint your market.
Don’t be to ready to dismiss the small town paper. Think for a moment, where would you get your local news and exposure if you did not have it? Local television? They do their part but are busy trying to cover local areas with many communities, not just your town. The internet? Have you tried to find a blog about your town, and where are the photos? Your cell phone? Well, good luck trying to get accurate news from the texters around you.
Do you want a stronger paper? Be involved. Drop by and say hello to the staff and editor. If they are busy they will tell you, but usually they will make time for you and be happy to hear what’s on your mind. Submit an editorial on something important to you. Write an article or submit photos of an event the paper was not able to cover. You input will be welcomed. Buy a paper and READ it. There are many items of interest that we often overlook just because our name or photo wasn’t used. There is a whole world at your doorstep right in your own home town.
Try looking at your home town paper again. Show a little love and you will be surprised at the love your small town paper will give you back.
