New West Virginia publisher takes on other papers, local officials over public-notice ads

Scott Finn of West Virginia Public Radio reports, "There’s a fight going on for the hearts and minds of newspaper readers in Lincoln County – and that struggle could affect small newspapers all across West Virginia. Dan Butcher, a Lincoln County native who moved to Florida and made a fortune ... is challenging an established newspaper, the Lincoln Journal, with a start-up called the Lincoln Standard. He’s alleging that the Lincoln Journal and local politicians are in cahoots with each other – and taxpayers are footing the bill."

Newspapers are paid to print public-notice advertising for many legal matters, including a list of locals who haven't paid their taxes. The law calls for the list to be printed once; the Journal printed it more than once, and after the Standard pointed that out, the county got a refund. The law also "says you only have to print people’s names and what they owe," Finn reports. But Journal Publisher Tom Robinson "says it makes sense to print extra information -- like addresses -- especially in a county where more than 500 people are listed in the phonebook under the name 'Adkins'." A story by the Journal's Richard Tipton points out that the listings also included "property descriptions, rows of dots and ticket numbers."

Here's the larger issue: In West Virginia, rates for public-notice ads are set by law, according to a paper's circulation, at specific rates per word. Butcher's newspapers (he bought two more and started another in the area) recently noted that no one audits newspaper's certifications of their single-copy sales, and suggested that some papers are falsifying them in order to get higher rates for ads, because their percentage of household penetration -- 89 percent in one case -- is too high for counties with low income and education. Butcher was once a community newspaper executive for a subsidiary of The Washington Post Co. (Read the story.)

Gloria Flowers, executive director of the West Virginia Press Association, told Finn, "I do not feel there are any publishers in the state that fudge a tremendous amount on their circulation numbers." (Read more of Finn's story.) Butcher says he was spurred to start his paper when the Journal wanted to charge a woman $59 to publish an article seeking sign-ups for the county's first youth soccer league. For his broader reflections on the how and why of his newspapers, which operate under the umbrella of West Virginia Standard, click here.

UPDATE: In its Aug. 9 edition, the Lincoln Standard reported on citizen protests at the county commission meeting and Butcher's federal-court lawsuit to remove the Lincoln Journal and the Lincoln News Sentinel as the county's newspapers of record. (Read more)