2 Calif. papers, a daily and a weekly, grow coverage areas

At least two California newspapers, a daily in the north and a weekly in the south, have stared the realities of the local-news business in the face and decided to expand, not retreat.

Rick Green

When The Press Democrat of Santa Rosa heard that the Napa Valley Register "was dramatically slashing both its staff and number of days it publishes and how its three weekly editions would now be delivered by the U.S. Postal Service, we knew readers’ lives were being severely disrupted," Editor Rick Green wrote in a message to Napa County readers getting a free copy of the PD, which now has staff members assigned to Napa. "At a time when countless media companies and newspapers around the country are retreating — either eliminating days of publication or reducing newsroom staffs — our organization is doing something radically different. We’re expanding significantly into a new market to serve readers like you: Residents, taxpayers, voters and families in Napa County who depend on a consistent news source to help them lead better lives."

The Ojai Valley News, which had to find a new printer when the Santa Barbara News-Press went digital-only and shut down its press, responded aggressively. Publisher Laura Rearwin Ward raised circulation prices to cover the increased costs of printing and transportation, and expanded her coverage into other parts of her county, home of the Gannett-owned Ventura County Star.

Laura R. Ward

"In order to survive this increase and maintain the quality of the image reproduction and readability, we have made the difficult decision to raise advertising rates by 3% and the print-paper price to $2 each," Ward told her readers. "For subscribers who find the rate a financial hardship, we still offer a no-questions-asked 'need discount' option. And for those readers who are able to contribute extra to support this program, we thank you for checking the box on your renewal card, 'Support of Local Journalism,' or by contributing directly at www.ojaivalleynews.com. Your support helps us to continue offering that discount for anyone who needs one and fill in with print-cost shortfall and extra reporting staff." Then Ward delivered "The good news," including expansion: "To shore up gaps in professional news reporting in Ventura and Oxnard, we have begun to also do business as the Ventura County Sun," with a new website.

Ward wrote on the member Hotline of the International Society of Weekly Newspaper Editors that the increases are unlikely to cover her extra weekly cost of $750 "for a local paper printing 2,400 copies a week," but she hopes to make up the difference with donations. She said the letter got her "$1,100 in donations and a promise for help from a big donor, as well as lots of personal concern from subscribers."

Ward wrote that the "need discount" started when she took over the paper six years ago and found huge "a number" of subscribers in the mountain retirement town were getting a senior discount. "It was killing us. Rather than eliminate the discount, we 'expanded' the discount to include anyone who 'needs' a discount. We basically changed a rewards program into a charity-based program. No questions asked, just check the box that you need financial assistance." The rate isn't offered online. "We explain to callers that while the senior discount is no more, we have expanded it to include anyone who needs financial assistance. Amazingly it seems only those who need it take it. . . . It has been a success, it amounts to a small percentage of our readers and it creates a safety to keep readers that it breaks your heart to raise rates for, as well as keeping subscription numbers stronger. It was a risk worth taking for us."