Successful rural publisher says newspapers need to tell their story: continuity, cooperation, credibility, commitment

Peter Wagner (Nevada Press Association photo)

One of the most successful newspaper publishers in rural America is Peter Wagner of Sheldon, Iowa. In a column for state press associations, to which he often speaks, he reflects on the challenges facing newspapers and offers advice:

"We need, as an industry, to believe in ourselves and tell our story. No other information source has the reach of our publications. Broadcast, digital and social media are targeted, and cannot," Wagner writes, then gives examples that apply to every community, but that are not often shared with readers and potential readers.

"The local paper provides much needed continuity. Locally written and edited papers are the most reliable link to the past, as well as the most dependable source of informative details regarding what is happening that day or week." That continuity also applies to "various community interest groups."

"The hometown paper also encourages local cooperation. As the media connecting with the greatest number of local families, the paper is in a position to educate, encourage and clearly explain why something is happening or needs to happen in the community. Through solid news coverage and editorials, the newspaper provides citizens with the reasons to cooperate to help make possible changes. Or, why they should not. Today’s electronic media are overloaded with as many differing opinion blog sites, ideas and voices, many of them shortsighted and biased, as there are stars in the sky. Local communities need their community newspaper to bring everyone’s ideas together.

"Newspapers also assure credibility. A newspaper’s future depends on earning and keeping the respect of local readers, advertisers and community leaders. Newspapers cannot afford to get the facts wrong or to take sides when reporting a story. A newspaper’s reputation depends upon its credibility. You will often hear someone saying with a scoff, 'It must be true, I saw it on the internet!' But when the same person says “I read it in the paper,” he is sharing the information as a fact.

"Finally, the men and women who own, manage and produce a local newspaper live and raise their families in the town where they are doing business. They are committed to making their town and region the best possible place to live, work and invest. The paper’s commitment to building a better community makes the local publication the town’s leading cheerleader for all important events and projects. Hometown newspapers support community with their stories, donated advertising space, time and often their own dollars. Now how can Google match that?"

Our friend Peter's full column is here. The only thing we would add is that the story of newspapers shouldn't be told only in newspapers. That's preaching to the choir. The story must also be told on social media, which are already the primary online gateway to newspaper stories.