Local journalism respected, but change is key to survival

WASHINGTON — Disclaimer: This is not a newspaper story. Let’s call it an analysis of an analysis.

Analysis by Donnis Baggett, Texas Press Association

The Poynter Institute’s latest “OnPoynt” report on the state of journalism has good news and bad news for hometown newspapers.

The good news: Your readers still consider you credible. They differentiate between the believability of their hometown paper and the national media, thank goodness. 

The bad news: Although they respect you, readers are restless, and newspapers bore them stiff at times. Their attention spans are shorter than ever. Meanwhile, many other — and sexier — providers are vying for their attention. 

Poynter’s expansive report — summarized at the recent meeting of the Newspaper Association Managers group — says that in an era of media upheaval, a hometown paper’s fate will come down to whether your readers consider your product relevant or not. 

They’ll  judge your relevance — or the lack thereof — by what you choose to cover,  the storytelling methods you use, and how you deliver information to them.

Think digital platforms with much more video, audio, graphics and creative storytelling methods. Think involving readers in community events, forums and such.

Think about writing differently, too.

The who-what-when-where-why-and-how school board story — written in AP style and pyramid format and then plopped onto a black-and-white newspaper page or screen — isn’t appetizing for many modern readers. They care about their community, and  they’re actually hungry for information that affects their lives. But they want their sustenance served with a lively, compelling, stimulating, yet easily digestible sauce.

If you can prepare and deliver a hearty news dish like that, your readers will stick with it and with you. Here’s how Poynter Institute president Neil Brown summarizes today’s bubbling cauldron of journalism:

“As the industry navigates these complications, it is imperative for news organizations to adapt, innovate and redefine their value. By embracing new formats, fostering community engagement and delivering compelling storytelling that resonates with diverse and distinct audiences, journalism reinvigorates its connection with the people it serves.”

We’ll have an in-depth presentation on the Poynter report at our Texas Press Association conference in June in Denton. There will undoubtedly be a lot of discussion. We look forward to seeing you there.

If you’re hungry for more information right now, just Google www.poynter.onpoynt-report for the full meal deal.