New Jersey Press Association study shows what makes a successful community newspaper

The editors and publishers we interviewed felt so strongly about the importance of newspapers to democracy, holding officials accountable and all of what I learned in journalism school about the role of a newspaper. They’re clearly not in it for the money but are totally invested in the community themselves.”

Randy Bergmann, retired journalist and lead author of the Community News Study

Download the study

Is there light at the end of the tunnel for community newspapers?

With more community newspapers — often weeklies — closing their doors, the publications still surviving are seeking the secret sauce/winning formula to sustain themselves financially and continue to serve their communities. Although there isn’t a universal formula, a recent study co-sponsored by the New Jersey Press Association and the Corporation of New Jersey Local Media revealed the characteristics of successful community newspapers.

According to Randy Bergmann, a retired journalist and lead author of the study, 30 newspapers were interviewed for the study based on carefully formulated criteria. Some of these were: regular coverage of municipal meetings, local businesses and entertainment, writing local editorials, and posting breaking news on their websites.

“The editors and publishers we interviewed felt so strongly about the importance of newspapers to democracy, holding officials accountable and all of what I learned in journalism school about the role of a newspaper. They’re clearly not in it for the money but are totally invested in the community themselves,” Bergmann said.

“While many newspapers continue to struggle and must evolve to survive, a variety of news and academic organizations, nonprofits and public interest groups that recognize how essential a thriving news environment is to a healthy democracy have emerged. The study includes links to some of the most active groups.”

The 10 qualities of successful community newspapers

Ten characteristics of successful community newspapers stood out:

• All of the newspapers in the study were independently owned.
• Most publishers and editors were deeply committed to their communities.
• Most of the newspapers were owned for two decades or more.
• Most were in affluent communities.
• Most had little or no print competition.
• Most said they had many loyal and exclusive advertisers.
• Advertising was their most important revenue source.
• Approximately 25% had recently become nonprofits.
• Most were “somewhat profitable” or “just breaking even.”
• Most expected to be financially sustainable for the long term.

While writing and publishing local editorials was an important factor in the success of these newspapers, Bergmann was amazed that more newspapers don’t allow reader comments. He is also concerned that as more community newspapers become nonprofits and receive large donations from residents of the surrounding affluent community, they may feel restricted from taking political positions in editorial content.

“Reader comments are such a wonderful way of engaging with readers. Many newspaper editors don’t want to be bothered and would rather avoid negative comments. It’s somewhat understandable, but I think a successful newspaper must become more like Facebook,” Bergmann said.

Mount Desert Islander’s success formula

Faith DeAmbrose, managing editor, Mount Desert Islander

Mount Desert Island is a coastal Maine paradise and the location of Acadia National Park, attracting millions of visitors every year. The Mount Desert Islander is a weekly news source that has served the community for over 20 years. Because it has a successful formula that works, its ownership and Faith DeAmbrose, the managing editor, were eager to participate in the association’s study.

“I’m always happy to participate in any study that advances knowledge and understanding. The study’s results reinforced the good work we and other successful community newspapers do: local focus, commitment to the community and a dedication to telling the stories that matter,” DeAmbrose said.

Despite a circulation of approximately 4,800, the Islander checks most of the boxes of a successful weekly community newspaper. Attracted to two pages of opinion and the insights of several columnists, many readers submit letters and opinion pieces.

“We also have a diverse income stream. Our Reach Marketing offers website design for local businesses, and we have a book publisher and direct mail marketing services in our mix. We’re always working to enhance our digital footprint and productivity with new digital and web tools and technologies,” DeAmbrose added.

Bob Sillick has held many senior positions and served a myriad of clients during his 47 years in marketing and advertising. He has been a freelance/contract content researcher, writer, editor and manager since 2010.  He can be reached at bobsillick@gmail.com.