By PETER W. WAGNER, publisher, nwestiowa.com
MANY OF TODAY’S metro newspapers are facing serious circulation problems they created for themselves.
Owned and managed by profit conscious investment groups, most large and medium-size city papers have stripped their newsrooms of reporters and editors and become dependent on corporate-produced feature articles to fill their pages.
Many groups have sold the publication’s familiar real estate locations, outsourced their ad and page design to distant locations and chosen to shut down their presses and have the paper printed at some far-off location that requires limiting the daily news and sports overage to whatever happens before the middle of the afternoon the day before delivery.
With the printed local information, breaking news and sports coverage coming two days later, metro papers have seen a rapid decline in circulation that’s often been reported and documented by the many television networks and digital news services.
Unfortunately, many smaller, still thriving, community papers have been wrongly included in the drama, being judged as out of touch and no longer effective because of the negative management moves taking place in the larger metro newspapers.
Granted, circulation numbers for the newspapers in the numerous communities our Iowa Information Media Group serves also have seen some decline. But not nearly as much as the daily newspapers in nearby cities where the losses are numbered in the thousands. One daily within driving distance of our Sheldon corporate office has seen a decrease from 64,000 subscribers to 14,000 households the last few years. Another, in a much smaller but closer community, has experienced a drop from a one-time high of 16,000 subscribers to just over 2,000 homes.
There are additional reasons for these lower subscriber numbers beyond the high profit motives of some investment groups.
The most obvious is the increased dependence on digital news reports by the younger generation. But such reports are often only national in scope or biased and one sided. There have been some recent studies that tell us that the newest generation is returning to their local newspaper because of the inclusion of local news and ease of finding the information they are looking for in a well-edited and organized printed or digital newspaper.
The 2024 America’s Newspapers Trust Study reported that while public confidence in national news sources is declining, local newspapers remain a trusted source for communities across the country.
More than half of Americans see their local newspaper as their most reliable news source, citing transparency and ethical standards that are the dominant drivers of trust in the media. Local newspapers and local television stations receive a 51% rating in the study. Local radio stations received a 49% rating. Traditional over-the-air television networks received a 43% rating and national newspapers 36%. At the bottom of the list were the cable news networks at 36% and social media at 20%.
Other reasons for declining subscription numbers include the increased subscription prices being charged for single copies and home delivery. That increase is primarily due to the exaggerated increases being charged to publishing companies by the manufacturers of newsprint and aluminum printing plates and increased postal fees. The U.S. Postal Service also is causing problems with its delays in delivery and nondelivery of subscriber ordered newspapers.
Finally, the lack of employment opportunities at the major metro papers has resulted in a decline in the number of individuals choosing to make a career working as reporters and editors. Just finding capable employees for our various newsrooms has become extremely difficult.
But there is some good news. A few metro newspapers, committed to timely local coverage, are thriving. The Minneapolis Star Tribune is one. And the Portland Oregonian has just moved its print and online newspapers to the traditional broadsheet (large page) format.
And, according to past National Newspaper Association executive director Tonda Rush, the national satire publication The Onion, after more than a decade of online-only publishing, is bowing to economic reality and relaunching its print edition.
But it is difficult for me, with nearly 70 years in the broadcast and publishing businesses, to understand the lack of support by some businesses regarding their local community newspaper. Don’t they understand the local newspaper is still the best way to reach the community members who are most interested in seeing everyone succeed?
When I visit with subscribers in towns and cities where our Iowa Information Media Group owns newspapers, or read the various studies that cross my desk, I consistently see that it is the community leaders: the mayor, city administrator and city council; the school superintendent and board members; local business owners; community organizers and influential residents, and the passionate local sports fans who regularly subscribe to and read their local newspaper.
This is a large group who truly care about the future of their community and who are the most likely to shop and buy at home, from a store in their city or town, before they shop online or out of town. They are the desired customers who will come back time and time again for their next pair of shoes, bread and milk, house or farm loan, party dress, fine piece of jewelry or new car. Those shopping online will not.
True, Facebook and other forms of social media promote themselves as being free and targeted, but those who do all their buying online can quickly check a dozen different sites and often find the same item at a much cheaper price. And unless the business is willing to pay a premium, Facebook limits the number of email addresses receiving any firm’s sales message so not to overload their system.
In most cases, an ad in any one of our newspapers, figuring 2.3 readers per household, is going to be seen by anywhere from 1,500 to 10,000 more potential buyers than an ad on social media. Plus, the message reaches the most influential voices in the community and nearby area. Those community leaders will echo the value to their associates and close friends.
Plus, the local newspapers provide the added value of being a source shoppers know they can trust and look to for local ideas, direction and inspiration.
So don’t be confused by all that is trending regarding major city newspapers. The same is not always true about hometown papers. Hometown newspapers are loaded with information that can’t be found anywhere else and published by individuals and families who love what they do and will be around for a long time to come. Embrace them, share your story ideas with them, and support them with your advertising dollars. It can only lead to a better future for one and all.
Peter W. Wagner is the founder/publisher of The N’WestIowa Review. He lives in Sibley, IA, and may be reached at pww@iowainformation.com
