Although large newspapers may have seen subscription declines recently, many community newspapers are growing.
Although big metro newspapers have been losing circulation over the past decade, many local, small-town newspapers, including those in small Texas communities, are holding their own or actually growing, according to reporter Erik Sass in a May 9, 2008, article for Media Daily News. Small-market newspapers continue to be successful, says Ken Doctor, an analyst with Outsell Inc., because they are the main source of advertising for local advertisers that have not yet jumped on the Internet bandwagon. Also, national marketers rely on small-market newspapers as their best source of reliable content.
Content
To keep personnel costs down, try hiring student journalists.
Newspaper people know they need advertisers to survive, but no one reads a paper that has lousy content. Think of your newspaper as being the primary way that local people find out what is happening in their city. Get to know your community and provide information and opinions that are important to residents. To save money as a startup, try to find part-time reporters through area journalism programs. Texas has 46 journalism schools. Offer internship programs to entice quality student reporters and photojournalists to work for the paper. Also, take advantage of training conducted by organizations like the Texas Center for Community Journalism.
Printing
Printing costs are likely to be one of your highest expenses. Two factors, paper type and quantity printed, determine your printing costs, according to Jason Meador, director of sales for Trend Offset Printing's Texas division. If you print more than 5,000 copies, use a web press. Also, printing on newspaper stock is 40 percent cheaper than using slick paper, Meador adds.
Connected/Interactive Web Content
A well-built, interactive website can help sell your newspaper to readers and advertisers.
A well-built website that is integrated with the newspaper and allows interaction with readers can sell your newspaper for you. For example, survey readers regularly to find out how they like various sections of the paper, which topics they would like to see more often, what they like and don't like about the paper and their opinions on hot topics. Then post the answers in the paper. Offer contests for story ideas, best photos, best opinion pieces, even best recipes. Let readers vote for best story of the month or year on the website. Offer an online business directory.
Advertising Sales and Design
Good graphic art is essential to enticing readership and ad sales.
Two of the most important components of successful newspaper operations are advertising sales and design. A graphic artist that has crisp, clean, interesting designs can entice more local businesses to advertise with you. Take advantage of in-state consulting services from the Texas Christian University Schieffer School of Journalism. Publisher in Residence Roy Eaton can review your operations and make suggestions.
Complete Community Connection
By becoming a "complete community connection," small-market newspapers focus on being the information source in their area.
Steve Battry, Editor and Publisher's Editor of the Year and consultant to the Texas Center for Community Journalism, recommends becoming your town's "complete community connection." Battry says community newspapers should become "a portal through which anyone can easily reach information or activities in the community." He advises a shift away from one-day consumable stories to information resources that are in many cases evergreen and delivered through a variety of media.
