We provide big returns for local businesses - remind them of that

I specialize in training community journalists, both college students and professionals. This is of special interest to me, because I am — admittedly — still a student of the industry. If we are still doing, we are still learning.

By Austin Lewter, director, Texas Center for Community Journalism

I am one of those academics who is also a practitioner. I am right there in the trenches with you in my capacity as owner/publisher of the Whitesboro News-Record.

The center hosted 60 newspaper salespeople in July at our Fort Worth campus. We brought in one of the premiere up-and-coming trainers in the business, Kevin James with Neighbor Media, to offer some inspiration to a group of people who sometimes can be beaten down by what they do.

“What do you tell folks when they say, ‘newspapers are dead?’” one of the salespeople asked. 

Kevin just giggled and said, “I tell them ‘That’s what they said about Jesus, and that was a bunch of bologna too.’”  

Amid the chuckles elicited by this quip, one staggering statistic stuck out to me about the viability of newspaper advertising, even in today’s media climate. 

If a newspaper reaches 2,000 households, it delivers almost $1.1 million in business back to its advertisers annually. This is figured with a simple formula that I’d love to discuss with you over a cup of coffee, but, suffice it to say, the math is there. And, beyond that $1.1 million, every dollar spent locally is circulated seven times within a community. 

That is the power of advertising in a community newspaper. 

In an era dominated by digital screens and social media scrolls, folks assume newspapers have faded into irrelevance. But for small businesses and local brands, advertising in local newspapers still holds a unique and exponential value. 

It’s not just about nostalgia. It’s about connection, credibility and community.

Think about that:  $1.1 million, spent seven times over within the local community. In this sense, the community newspaper is the original chamber of commerce and economic development corporation in any community. 

We were here long before either of those institutions and the hard figures prove we are still viable. 

Therefore, it’s no wonder that communities in which the chambers and EDC boards value the local newspaper as a trusted economic partner and business driver tend to fare far better overall than those who don’t. 

Local newspapers reach an audience that is both geographically and emotionally invested in their content. Our readers aren’t just skimming headlines. They’re actively seeking information relevant to their neighborhoods, schools, businesses and civic life. When an ad appears in this context, it becomes part of a trusted environment. That trust translates into attention. 

Folks trust a business that is in “their” newspaper. “Their” is the key word. Folks take ownership in their community newspaper. Ownership also translates to trust.

Unlike online ads that can be skipped, blocked or ignored, a print newspaper ad is seen as part of the reading experience. It is not an interruption.

Moreover, local newspaper readers tend to be loyal. Studies consistently show that readers of community newspapers spend more time with each edition and have a higher recall rate of advertisements. 

This means local businesses get a better chance to build brand recognition and drive action. That action can be visiting a store, attending an event or trying a new service.

Another often overlooked advantage of local newspaper advertising is targeting. While digital platforms offer advanced algorithmic targeting, they can’t beat the accuracy of geography. Local newspapers naturally deliver a geographically concentrated audience.

Print also offers a tangible, lasting presence. A newspaper might sit on a kitchen table for a week, passed between family members, revisited over breakfast or coffee. An ad in that context doesn’t vanish with the swipe of a finger. It lingers and so does the brand message. 

Cost-effectiveness is another strong point. While national campaigns and online pay-per-click models can quickly balloon budgets, local newspaper advertising often provides a more affordable and manageable solution for small businesses. We offer customized ad packages, editorial tie-ins and even design services to help maximize your business exposure.

You know all this. You are the marketing professionals in your communities. But how often to do you remind your advertisers of this? Study these facts and share them. Don’t be afraid to promote your newspaper. Don’t be afraid remind your advertisers just how much the newspaper can do for them. They are businesspeople too. Help them build their business. Remind them of the value of keeping dollars local.

It’s okay to have a little swagger in your sales call but always go into the sales call with their best interests at heart. 

Building trust and delivering follow-through is key to the ad sales process. In the end, it is the entire sales process.