Small daily publisher, like many, says his paper is not just surviving but making progress

The publisher of a small daily newspaper in California has written a column with "all the topics you'd need for either a civic speech or a newspaper message about the vitality of newspapers," reports the California Newspaper Publishers Association Bulletin. Perhaps, but the Auburn Journal has had some good news to work with, despite decreased revenue because of the recession. Similar stories are being told by many rural papers, whose local-news and classified-ad franchises have remained largely unmolested by Internet competition.

Tony Hazarian, right, wrote that his paper's circulation, about 10,000, "grew nicely in the second quarter, and continued to grow in July. Our Web sites hit new highs in viewer traffic." The paper was redesigned in May; its paper width was narrowed to save money, but the press was retooled to improve print quality, and "We increased the size of our type to help readers with aging eyes," he wrote. Also, he acknowledged, "We’ve reduced our staff strategically."

Hazarian went on to note national survey data arguing for newspaper advertising, and a survey of his own readership showing even better evidence in his market, in the Sierra Nevada foothills northwest of Sacramento. "While the Web is a key piece of every business’s marketing program, and has become a cog in our 'anywhere, anytime' culture," he wrote, "newspapers remain the most viable advertising medium, as viewed by consumers themselves – despite exaggerations of our imminent death." (Read more)