The Rattray family has owned the 131-year-old paper for 81 years. "Through the advent of the movie house, the radio, the television, glossy new magazines and now the Internet, The Star has continued to stand," Rutenberg writes. "And that’s a 131-year testament to the central role that family-owned, small-town newspapers can still play — even though, like its big-city brethren, it faces its worst, and possibly last, threat from the web."
|Hamptons "roughly conterminous with the South Fork" --Wikipedia|
Rutenberg contrasts the Star with Whalebone, a local online magazine that "designs sponsors’ ads to run seamlessly, and openly, in the editorial content, such that a gorgeous spread of old Montauk fishing photos in the latest issue of the magazine is prominently 'presented by Chris Coleman with Saunders' real estate. Their young readers are unfazed by that sort of integration, they say. That’s good, because as traditional print advertising dwindles, media organizations everywhere have to come up with new ways to pay for their coverage. Yet newspapers like The Star can change only so much. Hard news missions preclude slow dancing with advertisers. With the more traditional model, Mr. Rattray says, 'I can only see out about 18 months.'"