Unpacking the NNA/ HHS rural public health ad campaign

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The National Newspaper Association (NNA) has long been a key advocate for rural newspapers, championing their importance as trusted sources of information in communities across the United States. In this episode of E&P Reports, Mike Blinder sat down with Martha Diaz Aszkenazy, the newly elected chair of the NNA, and Brett Wesner, the past chairman, to discuss the association’s recent collaboration with the Department of Health and Human Services (HHS) on the “Risk Less. Do More” campaign. This initiative, aimed at promoting public health messages about COVID-19, RSV, and the flu, is not only a public health victory but also a significant financial win for rural newspapers. By including these newspapers in their paid advertising strategy, HHS is injecting crucial revenue into these publications, helping to sustain their operations and support the communities they serve. This partnership underscores the vital role that local newspapers play in public health outreach while providing much-needed financial support to ensure their long-term sustainability.

NNA’s partnership with HHS: A critical win for rural newspapers
The collaboration between NNA and HHS represents a major victory for rural newspapers, ensuring that federal advertising dollars are directed toward local publications that have traditionally been overlooked in national campaigns. The partnership was not an overnight success but the result of years of effort. As Martha Diaz Aszkenazy explains, “Through our very diligent efforts over the last three years or so, we were able to get HHS, with the help of Congress… to direct their dollars to rural and small communities.” This effort was driven by the understanding that many rural areas lack access to television stations, radio stations, and even broadband, making local newspapers the most reliable source of information for many residents.

Brett Wesner added: “It was a process of education with HHS and others about who we are, and who we serve, and how they can best approach our audiences through our kinds of publications,” he noted. The NNA worked closely with Congress to include language in appropriations bills that directed HHS to consider rural newspapers as an essential part of their outreach strategy, ultimately leading to this collaboration.

es. The conversation highlighted the vitality of smaller, local news startups, alternative forms of content distribution and the promise of AI.

The importance of local journalism in public health messaging

"Risk Less. Do More” campaign.

At the heart of the NNA’s efforts is the recognition that local journalism plays a crucial role in delivering accurate and trusted information, especially in times of crisis. The “Risk Less. Do More” campaign, which focuses on promoting health information related to COVID-19, RSV, and the flu, is particularly important for rural communities that were disproportionately affected by the pandemic. As Diaz Aszkenazy pointed out, “There’s no better way to get [the health message] to them than through community papers who are there on the ground, who are trusted sources of news information.”

Wesner echoed this sentiment, highlighting the unique role that local newspapers play in communities that are often underserved by other forms of media. “A lot of our communities certainly don’t have television stations. Most don’t have radio stations, and most have limited broadband. So we’re really kind of the only game in town for a lot of these communities,” he explained. This makes rural newspapers an ideal partner for public health campaigns, as they are able to reach audiences that other media outlets simply cannot.

The broader mission of the NNA
While the partnership with HHS is a significant achievement, it is just one part of the NNA’s broader mission to support and protect local journalism. Established in 1885, the NNA represents over 1,700 members across the United States, advocating for policies that benefit local news outlets and providing resources to help them thrive. As Diaz Aszkenazy described, “We’re a really diverse organization with over 1,700 members in every state in the United States… We’re the kind of organization that walks the walk. We’re delivering things for our members and we wanna continue to do that.”

The NNA has been instrumental in securing postal reforms, advocating for fair advertising practices, and supporting journalism training programs for its members. The association’s commitment to the First Amendment and its grassroots approach to advocacy have made it a powerful force in Washington, D.C. As Wesner noted, “This is our strength as an association, is that our members… oftentimes maybe almost always, they know their member of Congress personally. And so this is a personal outreach and nothing’s stronger than a grassroots outreach.”

The future of the NNA
Looking ahead, both Diaz Aszkenazy and Wesner are optimistic about the future of the NNA and its role in supporting local journalism. Diaz Aszkenazy outlined several key areas where the NNA plans to expand its efforts, including advocating for postal reforms and exploring new opportunities for federal and state government partnerships. “I think there’s a lot of other agencies within the federal government and state governments that we could also replicate our win in,” she said. Additionally, the NNA will continue to advocate for legislation like the Journalism Competition and Preservation Act (JCPA), which aims to ensure that local news outlets are fairly compensated by digital platforms for the content they produce.

Wesner emphasized the importance of the NNA’s grassroots approach to advocacy, noting that the association’s success is built on the active involvement of its members. “This is our strength because our members are willing to do this… This is how we get things done and people on the hill know NNA very well,” he said.

As Diaz Aszkenazy takes the helm as the new chair of the NNA, she is committed to building on the association’s legacy of advocacy and support for local journalism. “I’m gonna be here and involved with NNA as long as I can… NNA is a great organization and I think that more people need to know about it,” she concluded.