Newspapers need community support to stay in business

By Tom Hintgen

Otter Tail County Correspondent

The decline of community newspapers across the United States is a reminder that many newspapers are struggling.  In recent years there has been a dramatic shift in the traditional business model for newspapers.

“We see changing readership trends as people increasingly rely on online sources for information,” says Tim Waltner, publisher emeritus for the Freeman Courier in South Dakota, southwest of Sioux Falls. His comments were featured in a recent newsletter sent to members of the Minnesota Newspaper Association.

Waltner recalls attending newspaper association meetings in the late 1990s when editors and publishers underestimated the future impact of the internet on both readership and revenue. “For too long, many newspapers failed to adjust to the changing landscape,” Waltner said.

Historically, newspapers in South Dakota, Minnesota and elsewhere had relied heavily of advertising to pay for production costs, enabling them to keep subscription rates relatively low. It was the business model that for many decades sustained newspapers.

Losses in advertising revenue resulted in a dramatic shift to increased subscription prices, in many areas, Waltner noted. Eventual closings of many newspapers left big holes in several communities, including his home state of South Dakota.

“Today, newspapers need to be honest and direct with their readers about the challenges, struggles and realities of publishing a newspaper,” Waltner said. “If the community wants to keep its newspaper, it needs to step up before a newspaper closes.”

Waltner urges residents to advertise in the community newspaper. “They also can interact and stay engaged by contributing stories and photos as well as offering suggestions. Talk to your family members and friends about the importance of supporting local newspapers.”

He emphasizes that community newspapers keep residents connected. “Newspapers provide continuity, stability and a living history of our communities. They link us to local government, schools and each other in ways that social media simply cannot do so.”

Waltner says the time is at hand to actively support one’s local newspaper, “before the gut punch of closing becomes your reality.”