Newspapers can benefit from more effective promotion and marketing

Benjy Hamm

Sep 1, 2024

ESPN has long promoted itself as the “worldwide leader in sports.” You can forgive its audience if they don’t realize that ESPN has been losing millions of customers who have been “cutting the cord” from cable and satellite TV.

ESPN’s long-time business model has been collapsing in recent years, even though it remains profitable and has retained a loyal audience. Sound familiar? But in the face of many difficulties, ESPN has never stopped relentlessly and effectively promoting its shows, content, employees and overall brand.

When I talk to my students and community groups, most people have a highly favorable opinion of ESPN and overestimate its average audience and business outlook.

Compared to ESPN and most TV and radio stations, newspapers are reticent to promote themselves, outside of an occasional story about awards they’ve won, a house ad during National Newspaper Week or subscription flyers. That approach is grounded in a news philosophy 200 years old that valued the anonymity of journalists — emphasizing that the stories are more important. And it has continued for other reasons, too, including the fact that many newspaper journalists don’t see the need for promotion, and some even find it unseemly.

Our modesty — and in many cases silence — about the value of what journalists do and the importance of strong community newspapers might have worked OK when the media world was less competitive and newspapers were flourishing. But in this era of an attention economy and endless demands on people’s time, a lack of marketing and promotion is damaging.

That vacuum also has allowed others to define us — frequently in extremely negative terms. When I speak to community groups or at events, even loyal newspaper readers express concerns that “no one reads a newspaper” anymore, that newspapers are dying and that “everyone gets their news on their phone.” You know that’s not true. A lot of people read your stories, your great journalism changes lives and changes laws, and the cell–phones people use are simply another way news and information is delivered.

When I ask community members how well their phone covers local council meetings, they are often confused by the question. But we know the answer. It doesn’t. The local community newspaper journalist is frequently the only person covering those meetings. Even much of the discussion about community news on social media is commentary on facts reported by journalists, not original reporting by social media sources.

We probably all know what it’s like to be the only person — not just journalist — in the audience at a local meeting, budget session or court hearing. Community newspapers produce a significant amount of original, exclusive content in their communities. Yet, few people realize those facts.

If we don’t promote our work, who will? If we don’t develop marketing campaigns for our news organizations, staff and products (ex.: special sections), then residents won’t fully value what the newspaper means to that community.

Allowing other people to define community newspapers hurts in other ways, too. Large foundations that plan to spend hundreds of millions of dollars to support journalism in the United States are proposing spending millions on digital start-ups or giving large sums of money to urban newspapers to increase their coverage of rural areas. There’s little talk about helping the thousands of newspapers already in existence in these communities. I have heard these large funders speak at conferences, and they do not seem to know much about the strengths and importance of community newspapers.

Not all of these problems are new. When I worked at a newspaper in South Carolina, we were surprised to see the results of a study that measured the most trusted sources for news in our region. The TV stations ranked highest in every category, even though local newspapers produced many more stories overall and were responsible for nearly all of the major investigative and enterprise coverage.

The researcher said the results were similar in every region where he conducted surveys, and he attributed it to how often TV stations promoted their work and their journalists — in addition to that personal “connection” of seeing someone on TV. He said newspapers did little or no promotion and took for granted that residents would understand their value and recognize their outstanding qualities.

I have seen examples of newspapers that effectively promote what they do — in print, online, through social media and at community events. In many cases, the ones that do well with promotion and marketing are in competitive markets.

At the Institute for Rural Journalism, we would like to learn more about the ways that community newspapers are successfully promoting themselves and the overall importance of good journalism in local communities.

If you have examples that have proved successful, please send them to me at benjy.hamm@uky.edu. I will follow up in a future column with your ideas. In the meantime, if you’re not doing much promotion, consider ways your newspaper can help residents realize that you’re the leader in local news coverage for that area and that what you do is of huge value to the community. Feel free to reach out if you are unsure of what to do.

Benjy Hamm is director of the Institute for Rural Journalism, which is based at the University of Kentucky. He previously served as editorial director for Landmark Community Newspapers, as an editor for The New York Times Regional Newspaper Group, and as a reporter and editor for The Associated Press.