The Athens County Independent is a signatory on this letter from the Rural News Network urging philanthropic organizations to direct more support to rural newsrooms.
There are few revenue wells to draw from in the journalism world. Without relying on an ancillary business, like some outlets do, publishers are mostly limited to ad revenue, reader revenue, and, if they’re in the right networks, philanthropic funds.
While the nonprofit news sector is relatively young, philanthropy has already demonstrated that it is not meant to be a permanent funding source for outlets fortunate enough to receive support. With readers, there is a general reluctance to pay for news, and the ubiquitousness of the subscription economy is frustrating for many.
Yet, it remains clear that local news and social channels are not the product — the audience reading that news and influenced by that media is the product. For long-term sustainability and growth, local publishers desperately need to return to a reliable revenue generation model based on audience access.
For the past couple of decades, traditional news media has had to compete for advertising revenue with public relations firms, social media companies, search-engine behemoths, marketing influencers, and other digital channels. As community newspapers cut back or disappear completely, small local businesses are experiencing the impact the channel shift has had on their own success.
Historically, employing a strong sales team has been crucial for local media operations, but maintaining such a team is financially and logistically challenging. Many of the newer independent news outlets are editorially driven and lack the business-side expertise they need for sustainability. In the digital age small businesses are expected to showcase themselves — reaching much smaller audiences — which significantly impacts the bottom line for local media outlets nonetheless.
As small businesses allocate funds to middlemen such as PR firms and influencers, as well as directly to web and social media advertising, they meet with varying degrees of success and failure. The decline of local media also affects these same PR influencers who used to rely on it to promote the art and culture they support. Consequently, businesses that previously benefited from previews, reviews, interviews, and published press releases and event listings, have unmeasured damage to their bottom line from this loss.
The Fund for Equity in Local News — a fiscally sponsored component project of ANF — proposes to lead a multi-phase approach to restore the symbiotic relationship between local media and local business.
This initiative — Local News is Good for Business — aims to demonstrate the mutually beneficial impact of connecting media and business, not only through traditional advertising but also through a holistic, community-driven approach that values sharing information, and the relationship between local business, local media and local consumers that makes that happen.
Phase One: Assess the Impact of Local Media Loss
The first step is to study the effects of declining local media on businesses that once advertised through traditional channels. This study should examine communities where outlets have shut down, and those where coverage of arts, entertainment, business and local culture has significantly fractured or diminished. It should also discover success stories in places where local independent media continues to thrive.
- Identify communities that have experienced local media loss.
- Survey local businesses to understand how their marketing methods have shifted, what has failed and what has succeeded.
- Collect statements from local businesses on challenges faced when trying to find a market for their goods and services.
- Engage with business and commerce associations to gain a helicopter-level perspective on newer versus traditional approaches
Phase Two: Remedy Long-Term Effects and Strengthen Media Branding
The next step is to use that impact study to explore and share the broad economic and cultural impact of local media decline. FELN’s collaborating associations (AAN, NAHP and NNPA, representing more than 400 diverse local media outlets) have decades of credibility and goodwill that can be employed to share the story with the business community. Strengthening these organizations reinforces the idea that their member outlets are trusted sources of news, information and opinion. Association strength enhances member standing with both the reading public and the business community, fostering a chance to build those relationships.
- Develop a program to help association member outlets highlight their own contributions to local business and culture.
- Identify and train “business ambassadors” who can coach outlets on how to build relationships with the business community.
- Implement a coaching program so outlets can identify their strengths and craft a compelling value proposition to share with potential local partners.
Phase Three: Empower Local Media through Support and Training
The third step is to provide local outlets with ongoing support to train and employ business ambassadors, who will capitalize on better relationships with business and cultural institutions, and ensure collective survival and success.
- Hire local and regional business ambassadors who demonstrate a cultural empathy and may be able to work with multiple outlets.
- Prioritize outreach to local business associations and chambers of commerce to engage on a broad level before going to individual businesses.
- Conduct quarterly evaluations to assess which tactics are most effective.
- Provide continuous training to strengthen relationships between local media and the business community.
The vital connection between media, business and community is the basis for a sustainable ecosystem where local journalism can thrive. FELN is the catalytic organization that can facilitate that connection for its association partners.
Prepared by:
Ellen J. Meany, ANF Executive Director
John Loftus, ANF Fiscal Sponsorship Program Director
April 29, 2025
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