How to celebrate a newspaper's anniversary: engage, help out, ask for advice, and keep producing good journalism

By Al Cross
Professor and Director, Institute for Rural Journalism and Community Issues, University of Kentucky

Twenty years ago, as smart people were beginning to predict the death of newspapers, Sharon Burton started one. In a county that had another one (and still does). In a county of only 18,000 people. In a county listed as "economically distressed" by the Appalachian Regional Commission.

Most of a recent Community Voice front page

Last week, the Adair County Community Voice celebrated its 20th anniversary, and its success may show the way for rural newspapers, which are in a lot more difficulty now than they were then.

Burton spoke at our National Summit on Journalism in Rural America in June because she is an example of the principle that good journalism is good business. Her weekly paper does investigative reporting, runs pages of official records, has a strong opinion page and is a force to reckon with. Here are several other examples.

To celebrate, the Community Voice is matching the first $1,500 in donations it receives for the local food pantry, and held an open house with soup and snacks, and invited readers to help it plan their future together: "We are also busy developing our strategy to bring you the timely news that you want, and the news that you need in the future," Burton wrote. "We want to hear form you about your news consumption and what you value the most, the least, and how you like to receive your news (print, phone, computer, etc.)."

Asked how the open house went, Burton told us, "We had one reader bring us some flowers with a note, 'To the ethical conscience of Columbia.' . . . Many of our elected officials dropped by. That tells me we can do our job, ask the tough questions and still gain their respect if we treat them with respect."

And the things that may seem small to the paper our outsiders can be really big for readers. "A woman came by and told us how much it meant to her that we ran a thank-you card for free back a few years ago (we cannot bring ourselves to charge for those)," Burton wrote. "She had been injured and was facing massive medical bills but she wanted to thank the emergency people who helped her through a very difficult situation. She said not having to pay for the thank you card meant the difference of her being able to eat." Burton had a message for her readers: