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Ethics

It’s time for a community journalist to win a major ethics award

Has any rural journalist has won one of the major journalism-ethics awards? I don’t think so, and if that’s right, such honor is greatly overdue. It is generally more difficult – and can be a lot more difficult – to do hard-nosed, ethical journalism in rural areas and small towns than in metropolitan areas, partly because of the constant conflict that rural journalists must deal with, between their professional responsibilities and their personal interests: family, friends, business relationships and so on.

That’s what I said on The Rural Blog last month in announcing the Jan. 15 deadline for the Anthony Shadid Award for Journalism Ethics, given by the Center for Journalism Ethics at the University of Wisconsin. It has the earliest deadline of the annual ethics awards; details are at bit.ly/2DuyrKH.

In the last few months The Rural Blog has featured work of three great rural editors, all women, who displayed the professionalism, gumption and common sense that it takes to do good, ethical journalism in rural areas.

After she heard rumors of sexual assaults involving a middle-school football team in Edina, Mo., Edina Sentinel Editor Echo Menges was told that seventh- and eighth-grade players had sodomized up to five fifth- and sixth-grade players with metal objects while other students watched. The school superintendent and sheriff wouldn’t confirm details, and the school board wouldn’t let parents talk about it at a meeting, so Menges began talking to children and parents and published a story.

The parents insisted on anonymity. If Menges were asked in court to reveal those sources and refuses, she would face jail time since Missouri doesn’t have a shield law protecting journalists from having to reveal anonymous sources. “This is an important enough story that I would be willing to go to jail for it,” she told Anna Brett of The Missourian. Our Rural Blog item on her work is at bit.ly/2DNn7KL.

Editor-Publisher Stevie Lowery of The Lebanon (Ky.) Enterprise was instrumental in passing a school-tax increase, did a five-part series on drug use and published stories on a transgender teenager and the county’s first same-sex marriage. For this and more, she won the Al Smith Award for public service through community journalism by a Kentuckian, given each year by the Institute for Rural Journalism and Community Issues and the Bluegrass Chapter of the Society of Professional Journalists.

Lowery said in accepting the award that rural journalists have to educate audiences, take stands, be watchdogs and be willing to lose friends. “We write these stories to educate people – to help them understand, to open their eyes, their minds, and their hearts,” she said. “Often times, newspapers have to take a stand . . . In small towns, that can cost the newspaper staff a friend or two. But, at the end of the day, newspapers have a responsibility to be the watchdogs for their communities, for their country.” Our report on her work and her speech is at bit.ly/2BdHZs0.

A recent winner of the Smith award, Sharon Burton of the Adair County Community Voice, wrote an unusual editorial about National Newspaper Week, saying she had seen no editorials on it that acknowledged journalism that has “problems with bias and misinformation.” But she concluded, “Journalism may not be done perfectly, but this nation would be ill served were journalism not allowed, encouraged, and supported by our citizens.” We noted it on The Rural Blog at bit.ly/2QUsiLC.

Election shows rural-urban divide: Democrats took control of the U.S. House but Republicans gained seats in the Senate, which is more rurally oriented because each state has two senators. The Rural Blog picked up several good analyses of the results, including from The Wall Street Journal, The Washington Post, The Hill and Axios, at bit.ly/2zi2diP. The WSJ’s Reid Epstein and Janet Hook had an excellent second-day take, saying “The midterm elections brought to a head a decade-long realignment of the U.S.’s major political parties, with Democrats winning contests in and around major cities while Republicans carried rural and small-town America. Just as rural white voters fled the Democratic Party after Mr. Obama took office, educated suburbanites abandoned the GOP after President Trump’s election.” Our blog item, with charts, is at bit.ly/2QNGdCZ.

The election also highlighted the rural-urban economic gap. In October, Bill Bishop and The Daily Yonder produced an interactive map that showed job growth in rural America continues to lag the rest of the nation. You can get to it via bit.ly/2PFw0Mv.

Rural economy: Decisions by Amazon.com and Google to put big facilities in New York and the Washington area showed that “Smaller cities are also pulling in educated workers, but are having trouble competing for the nation’s most prized jobs and biggest projects, while rural areas are falling behind,” The WSJ reported.

We noted that many rural economic developers hoped that the internet would allow people to work from anywhere, and the Journal said experts thought “tech workers would scatter across the country as firms sought cheap office space. Instead, places like Silicon Valley and Seattle proved that clusters of highly skilled workers fueled innovation at a faster pace.” We added that the lack of high-speed broadband in many places has limited the ability of some small towns to capitalize on the internet economy. Our Rural Blog item is at bit.ly/2S0NaRn.

Despite all that, most rural Americans say they value rural life and are optimistic about the future, according to the ‘Life in Rural America’ survey by NPR, Harvard University’s T.H. Chan School of Public Health, and the Robert Wood Johnson Foundation. They do economic issues and drugs as the biggest problems facing rural areas. We reported on it at bit.ly/2qSeNAA.

If you report or see news that should be on The Rural Blog, email me at [email protected].

Categories
community issues Ethics

Publisher tells why she decided to run for school board

Editor’s note: Stamford publisher Callie Metler-Smith recently ran for and won a local school board position — an unconventional move in a profession that has long held that journalists should stay out of politics.  We asked her to explain why she did it.

As small town newspaper publishers, editors, and reporters we all know the rule. We are ethically bound by our position to remain impartial and unbiased in our reporting. When I opened my small town community newspaper almost 10 years ago, there was a rule set forth in my newspaper’s style book. It read, “As an employee of Clear Fork Media Group you should at all times appear impartial and never hold an elected position.” After all, how can you report on a board if you are also serving on that board?

So how do I, a newspaper owner and publisher with newspaper ink going back four generations find myself running and winning a spot on my local school board?

I would like to say there is a simple answer, but there isn’t. My main reason for running was that I wanted to be more involved in the community I love. At the beginning of 2018, I set one simple goal for myself, to be more involved and serve in my community.

Over the last few years, I have covered fewer meetings, letting my editor take the reins in those areas, but have attended more community-minded meetings, such as Chamber of Commerce, Rotary, and local Lions Club. I realized as both a small business owner and a woman, that it was my job to become more connected to my community, and that this was where my passion lies, especially since the community my newspaper covered was the same one where I had grown up and the school was the one I had attended K-12.

I also noticed that my job as mom to three of the kids attending our local school district was enough to show interest in the direction the school was going. Since two of my kids are special education and require more hands-on attention, I often see a side of the school others don’t. It is the side of hardworking people who often don’t get the credit for the work they do. One day an incident at the school showed me an interesting perspective.

When I mentioned the incident to an administrator and offered some insight on how I felt about it, I got an interesting response: “I’ve never thought of that before. You should really run for school board, you have a very unique perspective.” The seed of running was planted.

I asked a few other people what they thought and got basically the same reaction from every single one. Not only did I know a lot about the school district and offer a unique perspective, I had also been sitting in the audience of the local school board meetings for more than 10 years.

So I did it. I signed up.

I had already discussed with one of my employees that they would be responsible for covering all school board meetings and had to remain unbiased in their accounts. I also got the opinion of other newspaper people I knew.

When election day came, I was elected and I had done it. I broke my own rule. I also had not heard from any of my subscribers concerned about my running — in fact many of them said they were excited about the prospect.

The truth is that we as community newspapers are in our own little category. We may report on what is going on in our town, but we are also part of that town. We may write about a fight that broke out in a City Council meeting on Monday, but chances are on Friday we will find ourselves sitting next to the mayor at lunch. In a town of 3,000 people, it is impossible for it to be any other way. We have a leadership position in our community. We are the town crier, the town cheerleader, and the local fact-checker for our town. We also are a local business owner, reside in the town, seek medical care at our local hospital, and have kids who attend the local school district. It is impossible to be impartial when you have a personal stake in the decisions your local elected officials are making.

As for my new hat of school board member, is it an odd hat for a newspaper owner to wear? Yes. Did I ever think I would wear it 10 years ago? No. But I am very excited about what adventures this new hat will bring.

Categories
community issues Localizing the news political coverage

National politics generate local story ideas

As newspaper publishers worried about tariffs on newsprint, farmers and others in rural America worried about tariffs on other products that could spark a trade war. The Rural Blog is keeping its readers current on trade and many other issues; here’s a sampling of stories from the last couple of months.

One-third of U.S. soybeans go to China. The president of the American Soybean Association called President Trump’s tariffs on steel and aluminum “a disastrous course of action,” and Agriculture Secretary Sonny Perdue said farmers have “legitimate anxiety,” not just about retaliatory tariffs on products, but on the steel tariffs’ effect on farm-equipment costs. See our report at bit.ly/2FNbCEl.

In mid-March, the last U.S. maker of steel beer kegs, in Pottstown, Pa., laid off one-third of its workers. We reported that at bit.ly/2FMNC45. The Brookings Institution calculated the impact of the tariffs on each state and produced a good chart, which we ran at bit.ly/2DF7ZKL. The Washington Post produced a chart showing how Republican opinions on trade have shifted to match Trump’s; we ran it at bit.ly/2FMsmvo with a Politico report saying agriculture is “particularly vulnerable” to retaliatory tariffs.

Double whammy

In February, Perdue told Congress that the rural economy is fragile, and as he was speaking, the American Farm Bureau Federation was publishing a warning from a Tennessee farmer about another big issue facing rural America: the opioid epidemic. “Our focus on national regulations and global trade are real issues that need to be addressed, but the future of farming and ranching may be just as dependent on our awareness of curbing the opioid dependency in our grassroots communities where individuals influence national changes,” he wrote. See bit.ly/2u25GSr.

New research from the University of Kentucky shows that the opioid epidemic isn’t disproportionately rural, but rural areas have a tougher time dealing with it because of limited access to treatment. We reported it at bit.ly/2IyiD9H. Research by Penn State and Texas A&M concluded that the crisis may be exacerbated by declining farm income, extreme weather and other natural disasters. Read about it at bit.ly/2GarNuS.

One challenge to dealing with the opioid epidemic is the stigma still attached to addiction in many rural areas, but that can be countered with reporting of success stories about people who overcome addiction, according to recent research we reported at bit.ly/2HPzVOB. Stigma is also an obstacle to mental-health treatment in rural areas, we reported at bit.ly/2tYjYmU.

Your local health

The annual County Health Rankings, released March 14, are a snapshot of each county’s health factors and outcomes, compared to other counties in the same state. They are something of a blunt instrument, but sometimes that’s what it takes to get people’s attention. Our research in Kentucky shows that newspapers are increasingly reporting their county’s rankings. Read our story, with a link to them, at bit.ly/2G636zv.

When it comes to health care, the Medicaid program is the main linchpin for rural areas, partly because of the support it provides for hospitals and clinics. It pays for more than half of rural births, Kaiser Health News noted in its “Medicaid Nation” series, which we gave a glimpse at bit.ly/2FVVs7M. The rural benefits of Medicaid are not widely known; rural residents tend to vote Republican even as GOP lawmakers vote to reverse Medicaid’s expansion.

Maps with local data

If you read The Rural Blog regularly, you know that we love maps with local data, usually at the county level. There’s enough interesting data out there for every newspaper in America to publish a significant data point in every edition, but not enough of them do it. Here are some maps we’ve run lately.

An interactive map with local data showed the level of economic distress in every county, and some may surprise you: bit.ly/2DFYuLa.

Politico did an interesting story about financial guru Dave Ramsey, in which he said he sees more people worrying about their finances. It included a map showing, in ranges, the percentage of people in each county who are the targets of debt collectors. We shared it at bit.ly/2DFf6Tt.

A national study with an interactive map found that, in 99 percent of U.S. counties, Supplemental Nutrition Assistance Program (food-stamp) benefits are not enough to cover the full cost of an inexpensive meal, even for those who have no net income. See bit.ly/2DFUeLW.

Also on the food front, a study found that independent grocery stores in rural areas were hit harder by the Great Recession than those in urban areas. It included a county-level map showing the number of independent groceries for every 10,000 people. See bit.ly/2pnybV4.

The lack of healthy grocery supplies in some rural areas may be less about supply than demand, according to a working paper from the National Bureau of Economic Research. We reported it, with a county-level map, at bit.ly/2pofvWe.

A study of deaths due to alcohol, drugs, suicide, and interpersonal violence included a county-level map: bit.ly/2ppV9vD. Your county’s number of drug-overdose deaths may surprise you, because most don’t make the news, but the number shouldn’t be a surprise of you are keeping up through your local coroner or medical examiner.

Something else that often goes unreported, but your coroner can tell you about, is suicide. The more rural a place, the higher its suicide rate is likely to be. An interactive map from Governing magazine tells the story, and we shared it at bit.ly/2FM5093.

If you see stories, maps or anything else with rural resonance that belong on The Rural Blog, let me know at [email protected].

Categories
political coverage

Trump owes his victory to rural America

Sixteen months ago, Donald J. Trump surprised most of the world and probably himself by winning the presidential election. He couldn’t have done it without rural America.

The numbers in the exit polls were clear.  Trump won 62 percent of the rural vote, more than any modern president.  And here’s the statistic that shows just how rural his victory was: If you divide up the vote by the rural continuum of the Department of Agriculture – which has nine steps, from most rural to most urban – the smaller a place’s population, the stronger its vote for Trump, with one very small exception inside the error margin.

Trump’s percentage continued a recent trend of Republicans winning more and more of the rural vote. The biggest gain was actually made when Mitt Romney ran, but rural turnout was down significantly in 2012, especially among Democrats, so that boosted Romney’s percentage. But there was a better rural turnout in 2016 – and that was a key to Trump’s victory in the big swing states of Pennsylvania, Michigan and Wisconsin.

That surge in turnout, and rural America’s choice of a man who is probably our most urban president ever, suggest that some big and bad things have been going on in our rural communities – some things that made them vote for him.

There are many was to measure those things, but the most important may be the simplest: Each year from 2012 through 2016, fewer people lived in rural America than the year before. Those losses were pretty small, but there had never been a decline in the total number of rural people, just in the rural percentage of the U.S. population.

Rural America is losing population mainly because it lost, during the Great Recession, jobs and businesses that have not come back. On Election Day 2016, employment in metropolitan areas was almost 5 percent higher than in the first quarter of 2008, the official start of the recession. But outside metro areas, employment was about 2.5 percent less.

We have seen that decline all over rural America, in closed factories, vacant storefronts and streams of workers commuting to more urbanized places. In many places, there is also a social and cultural decline, indicated by above-average drug use and divorces, poor health, increasing mortality rates among middle-aged whites, and a workforce that shrinks as disability payments expand. The Wall Street Journal did a good job documenting this several months ago in a package that said the statistics of rural America resemble those of inner cities 30 years ago.

This isn’t just about statistics.  It’s about feelings, which are usually more influential in an election.  In rural America, there is a documented resentment of urban elites, including the news media — reflecting a feeling that rural areas aren’t getting a fair shake from government and its trade deals, and are looked down upon.

So onto this landscape strode a brash billionaire whose TV reality show and business career had made him a household name, offering few specifics but promising to “make America great again” and acting as a tribune for disaffected people who were hungry for a politician who would improve their daily lives. In more than 40 years of covering politics, I have never seen a candidate who generated the reaction, depth of support and enthusiasm as Donald Trump, especially in rural areas.

There were half a million more rural votes last year than in 2012. In urban areas, there were two and a half million fewer votes. That second number illustrates the low enthusiasm for Hillary Clinton.

Some have also argued that Trump’s victory had a lot to do with race and ethnicity, and there was evidence of that in rural areas, mainly dealing with immigration.

Rural Midwestern towns that have attracted many more immigrants—particularly Latinos—were Trump strongholds in the primaries and caucuses.  Just before the general election, Gallup polls showed Trump doing well in racially isolated white communities, and the pollsters concluded that Trump voters in those places appeared to be less motivated by economic concerns than by issues of race, ethnicity and immigration. Other researchers before and after the election came to the same conclusion about the national vote.

One thing last year’s election did was wake up a lot of national journalists to the problems of rural America. The Wall Street Journal is not the only national news outlet that’s paying more attention to rural places and their problems. My friend Chuck Todd of NBC told his audience on election night, as Trump began to win, “Rural America is basically screaming at us, ‘Stop overlooking us!’”

So rural issues should get more attention, especially with a president who owes his victory partly to rural America. But politicians sometimes have to be reminded who they owe, and I think that is the case with rural America, because it is so diverse – too diverse to have a strong lobby that speaks for it.

Agriculture interests can help, but they can also hurt, by focusing more on increasing farmers’ wealth and just paying lip service to the needs of rural communities. There is a bipartisan Congressional Rural Caucus, but it has only 43 members – almost exactly 10 percent of the House of Representatives. Rural America is 15 percent of the population, and it needs a stronger voice. Rural newspapers could help provide it.

This column is adapted from a chapter written by Al Cross in “The Trump Presidency, Journalism and Democracy,” published in February by Routledge.

Categories
Newswriting Reporting

20 tips on covering speeches and meetings

You are the eyes, ears and brains for your audience when you cover a City Council, County Commissioners or a school board meeting. The following 20 tips help you produce an accurate, informative news story on deadline.  These tips also work for speeches and panels.

Use a smartphone and a notebook

Take a photo of the council or commissioners with their name plates. Take photos of people you interview so you can better remember them.

Take notes by hand to be safe but record the meeting. DON’T leave your phone unattended; someone could take it. The other reason to stay by your phone is you can write down the time someone says something interesting. Then you don’t have to listen to the entire recording to find the quote.

At the start of any interview, record people spelling their names, hometowns, addresses. You can also let people print their names on your notebook. Always get contact information.

Before the meeting

Read at least a previous month’s worth of stories about the entity you’re covering. You’ll know what’s new and old business. Know who runs the meeting.

Read the minutes (official notes) from the last meeting. Some bodies also videotape their meetings. Watch the most recent ones.

Get a copy of the meeting agenda and go over it. Government bodies that hold meetings have to publish an agenda 72 hours before the meeting begins. Get familiar with any ordinances or laws, streets or neighborhoods mentioned on the agenda.

Right before the meeting

Sit where you can see all the actors – the council, commission or school board members, plus government officials (like lawyers and city managers) and citizens who speak during the meeting. Also sit where you can best record the meeting.

During the meeting

Use the copy of the agenda to take notes on who’s speaking about what. Write down any quotes that provide color – quotes that have passion, pointed opinion, humor, etc.

Note people who speak from the audience and record their best quotes.  They’re already passionate about a subject or they wouldn’t be there. Be sure to understand why they are stakeholders in an issue.

Right after the meeting

Ask council or board members follow-up questions, especially for clarification or any comment or vote that may be misinterpreted. Also get reactions from citizens who attended the meeting. Also get contact information (phone and email), if not for this story then for possible follow-ups.

If there’s time, interview in person or by phone residents who didn’t attend the meeting but are likely to be affected by what happened. In all of the above circumstances, identify yourself as a reporter covering the meeting for your publication.

Writing a meeting story

Don’t write in chronological order. Tell readers the most important action that happened and its implications, then the second-most important thing that happened, etc. Ask your editor if you should use bullet points for minor news the entity also discussed.

Your first sentence – the “lead” – should tell readers the newsiest event of the meeting. Don’t begin “The council met” or “A meeting was held.” You and your readers already knew that. Start with a key vote or action: “The council voted last night to widen Elm Street.” “The council delayed voting last night on widening Elm Street after residents who lived on the street complained.”

Next tell the readers the implication of key votes or the government body’s action or inaction. Explain why what happened is important.  What does this action or inaction mean to the entire community, or to a neighborhood? Are they winners and losers because of the action (not just the politicians involved)?

If a vote isn’t unanimous, tell readers who voted for or against a measure and who spoke for or against the measure during the meeting.

Include the next steps – for the city, school district, county, etc. Include when the next meeting takes place.

Make numbers real for readers. After reporting the council passed a $5 million bond, write how much each taxpayer or household now must pay.

Use quotes like sprinkles on ice cream. They should be interesting and flavor to your story. A weak quote: “The final vote was 5 to 4,” the mayor said. A better quote: “With this vote, we can make Elm Street the showcase it should be,” the mayor said.

Make sure every name is spelled correctly and every dollar figure is correct. Check and recheck your math. Don’t be afraid to use a dictionary or recheck information.

If you have time, print your story to proofread. Also try reading it out loud to identity awkward phrases.

Categories
Newswriting writing improvement

Stick to the basics: Present all sides of a story

Most reporters can likely relate to this scenario. Someone speaks up at a public meeting to unleash criticism about an individual or organization. Reporters have little difficulty presenting a balanced report – recording all sides of the story – if the accused is at the meeting.

But what happens if the individual is not present? And what if deadlines do not permit time to get the other side of the argument?

It’s the classic case of a “single source” story. These types of stories are no doubt the easiest to write, and they are the most likely to prompt calls of “foul play” from readers – for good reason.

Consider this editor’s note which prefaced a story.

Note: The following article pertains to a presentation which represented one side of a highly controversial topic. Representatives for the alternative position were not available to contest or counter statements made and statistics shared. As such, that perspective is not a component of this report.

Give the newspaper credit for acknowledging the shortcomings in its report, but say what?

The editor’s note – the newspaper’s lack of initiative in pursuing and presenting the other side of the story – is rather remarkable in today’s 24/7 communications landscape. Multiple avenues are available to get the opposing view from picking up the telephone to sending an email to checking out organization websites.

Blind-sided attacks are a common occurrence in reporting the news. Newsrooms, as the clearinghouse of information in your communities, are often in perfect position to anticipate the circumstances and double down your efforts to present all sides of a story.

A simple brainstorming session at a staff meeting can reveal additional opportunities for broader coverage. The more voices in a story, the more balanced a report. Coverage of public affairs affords ample opportunities for including multiple voices.

A school board is prepared to act on a recommendation to switch from half-day to all-day kindergarten; the packet of materials accompanying the agenda details the reasons. A preview of the meeting is a chance to provide “pro” and “con” arguments including interviews with a variety of individuals. Follow-up reports on a variety of board actions present similar opportunities.

Review other everyday coverage in your newspapers.

A community’s selection of a “citizen of the year” is an automatic feature story – usually a one-on-one sit-down with the honoree. Inject some flavor to the story by including comments from other individuals.

A big-box retailer comes into a town with great fanfare. A sidebar is appropriate to capture the sentiments of those who believe existing local retailers will be helped or hindered.

Most items in police blotters are sufficiently summarized in a few sentences. On occasion, take the time to quiz police on some incidents, and the circumstances can lead to an interesting story.

Tracking down all the voices – all the perspectives – of a story is just the first step, however. Two other points are important in the spirit of fairness.

No. 1, give the opposing voices equal prominence. Court proceedings are a great example. In other words, don’t put the prosecutor’s arguments on page one and bury the defense’s rebuttal on jump page. Readers’ attention is limited on the web, too; present the opposing viewpoints in the first few paragraphs.

No. 2, don’t be afraid to hold a story if it means delivering a more complete – and more fair – report. That’s especially the case with nondaily newspapers where it can be a few days to a week before readers receive the “other side.” In these cases, the web is a great friend. Newspapers can wait a few hours to pursue all the voices and still deliver a timely report.

Seeking and incorporating the many varied – yet pertinent – voices in a story is not always easy. It can take time and hard work – solid journalism that benefits the newspaper and readers alike.

Categories
Social media Sports coverage

Playoffs are around the corner: Here are some ideas for improving your sports coverage

With the high school football playoffs almost on us and prep basketball about to tip off, now is about as good a time as any to consider again about how to beef up your online sports readership.

And while it may seem sometimes you’re having to rob Peter to pay Paul when it comes to developing your online presence or preserving your established print product, here are some digital strategies that with the resources you probably already have can help you make inroads to both. Think of it as having your cake and eating it, too.

Reinvent your game coverage

First thing, consider using your social media coverage as your mainstay on game night. Weeknights or weekends, your readers are going to be coming and going, and whether they’re at the game, on the road, or partying down, you can keep them engaged with your social media coverage of the games. Some suggestions:

  • ●Don’t do play by play. If they’re at the game, they saw it. If they’re at home, they may be listening to radio. If they’re partying or waiting on their spouse to finish paying the tab somewhere, PxP may not grab their attention.
  • ●Do think analysis and context: Give them what they can’t always get from watching live or listening, much less waiting in line somewhere. Make your observations significant. Think of your role as that of a radio analyst, and give them what your competitor may not be able to: if the girls’ point guard just made a nifty pass for an assist, or the receiver had to outleap a defender to snag a pass, tell your reader “Lindsay Baskins’ threads a pass to Ashley Robbins for a layup. Lady Tartars up 42-30 at 2:13 in the 1st QTR,” or “’Dillas’ Ray Renfro outleaps a defender for a 15-yard gain to the Wampus Cat 10-yd line, ‘Dillas up 10-7 late in the third.” Or tell us the coach is getting heated, stamping her foot or throwing his towel after having to bench a player for foul trouble or a holding penalty negates a gain. That’s detail the broadcast may miss, and it’s stuff many radio competitors won’t or can’t deliver anyway in a stream. Make it worthwhile for your reader to follow.
  • ●Do get the greatest saturation by combining some social media platforms. Most of your readers have Facebook; fewer use Twitter, but those that do will likely rely more on it that Facebook. And you can do both simultaneously by combining your accounts so that what you post to Twitter pops up in your Facebook posts. A tip: choose the Twitter-dominant route so that your posts will be short and sweet, and there are likely other social media combinations you can explore. Here’s a how-to link for posting Twitter to Facebook: https://support.twitter.com/articles/31113
  • ●Do have the final score ready immediately at game’s end, along with some context – “The ‘Dillas 27-24 win over Itasca puts them at 10-1 and headed to the first round of playoffs against Cairo or Attapulgus on Nov. 12.” You might even mention – briefly- who the star player was, but that’s all you need. Click “send,” head for sidelines or locker room for post-game interviews, and then head to the house to cool your heels. Yes, take a break. Here’s why:
  • ●Don’t worry about publishing a late-night or next-day story online. Readers who haven’t listened can go online and find the score, your summary, and the important stuff in your social media thread. And tell them to be looking for additional coverage

The game story: Out with the old, in with the new

For most weekly, twice-weekly or bi-weekly newspapers, your publication cycle won’t dovetail smoothly with traditional game story coverage.  Worst case scenario, your paper hits the news racks or the front lawn smack dab in the middle and you’re faced with the prospect of publishing an account that’s days old when its hot off the presses. That’s still a must read for parents and grandparents but the interest from many of your readers will be fading. So what’s a body to do? Ask a staff that’s already stretched thin to write multiple accounts? That doesn’t go over so well, so here’s a modest proposal:

  • ●Take a features approach to your published game story, and hold its posting until the evening before or the day of distribution. After you post the social media accounts, let them stand as your first-day coverage for those catching up.
  • ●Focus your print coverage on a features approach that includes players’ and coaches’ reactions, how they’ll incorporate what they did or didn’t accomplish into the next contest, or, if the season’s over, how they reflect on how it’s all come down.
  • ●Do think features, not news, with alternative ledes that tease the reader and play down the time lag between the timing of the event and your coverage of it.
  • ●Use your previous social media coverage as a tool in constructing your story. In it you’ve already got a timeline of sorts. Once you work the most significant pics or stats from the previous game into developing story, you’ve summarized what happened a few days ago and also offered readers a fresh slant. If you’re fortunate, you’ll have the opportunity to use that approach for a great advance story for the upcoming contest.
  • ●Make that story your sports centerpiece and post it online to coincide with the print edition. You can generate additional buzz by posting it the evening before distribution.
  • ●Do make sure you continue to promote that coverage through your social media and house ads in the paper.

Old news can be good news

If you’ve got a digital whiz in your shop, you can use your old digital files to your advantage by hyperlinking to previous coverage that allows readers to pursue their interests and beef up your readership.

  • ●If you’re telling a story about the season’s highs and lows, provide hyperlinks that allow readers who missed the earlier stories to pursue them.
  • ●If the ‘Dillas’ Renfro, who earlier outleaped that defender for the 15-yard gain, has been highlighted in previous games, give digital readers a link to that story and embed the link in his name, which should be highlighted: “Renfro outleaped a defender for a 15-yeard gain late in the third to keep the Dillas’ drive alive.” If you’re talking playoff prospects, and the ‘Dillas have already played Attapulgus, give readers their rein to revisit that game: “The ‘Dillas 27-24 win over Itasca puts them at 10-1 and headed to the first round of playoffs against Cairo or Attapulgus, which they defeated earlier in the season, on Nov. 12.”
  • ●Be sure, if their opponent has been determined by press time, to update the story, but that extra reporting should be minimal.

In the end, you’ve got limited resources but greater expectations by contemporary readers, particularly younger ones you want to engage for the long haul, and many of whom expect or will appreciate timely and convenient coverage. These strategies will require some newspapers to re-think and alter their traditional approaches, and one size definitely doesn’t fit all. But these are steps that can help you attract emerging audiences with the resources you already have on hand.

 

 

Categories
political coverage

Help in localizing the health care debate

The debate over changes to the Patient Protection and Affordable Care Act is especially significant to rural areas, and The Rural Blog has several stories that can help inform your local coverage.

Obamacare’s private-insurance options are on life support in much if not most of rural America. A third of counties, mostly rural, had only one insurer offering Obamacare plans for this year, and that lack of competition made the plans more expensive. That was also true even in areas with two Obamacare insurers, a study found, as we reported on it at http://bit.ly/2qedXLV.

As Congress debated what to do in late May, the Trump administration was asking for more time to decide whether to continue cost-sharing subsidies that help lower-income people pay Obamacare deductibles and copayments. State insurance departments are letting insurance companies delay filing their plans, and rural areas could be hit hard if Congress and the administration “don’t send signals that they’re committed to keeping Obamacare’s insurance marketplaces stable,” reported The Hill, which covers Congress. With our pickup item, we ran a map showing the number of Obamacare insurers in every county. Get it at bit.ly/2q5eQeC.

The bill drafted by House Republicans “would largely hurt people in areas where coverage is high, predominately rural areas where there are few hospitals or few insurers, The New York Times reported in March. The bill passed in May differed little from the original on those points, so the story and the Kaiser Family Foundation map we ran with it are still good references. See them at bit.ly/2qPcoYK.

Obamacare has covered fewer people through subsidized private insurance than through expansion of Medicaid, which the Supreme Court made optional for states, not mandatory. The expansion probably saved some rural hospitals in states that expanded Medicaid, and probably led to those closure of some in states that didn’t. We’ve had many items about rural hospitals on The Rural Blog, which is searchable; one with a good explanation of the issue is at bit.ly/2qPxIxb.

Other health issues

The opioid epidemic is worst in rural America, which depends more on non-physicians to provide primary health care, but most states don’t let them use a federal license to prescribe a potentially life-saving medicine for opioid addiction “unless they are working in collaboration with a doctor who also has a federal license,” Stateline reported. Half of all counties in the U.S., mainly in rural areas, “do not have a single physician with a license to prescribe buprenorphine.” Read the story at bit.ly/2qeh0np.

The opioid epidemic appears to be making suicide more common, and suicide rates are increasing faster in rural areas than in metropolitan areas, according to a federal study. We excerpted it at bit.ly/2qJswKQ.

Suicide is a leading cause of death among teenagers, and that was a focus of a 13-part Netflix series, “13 Reasons Why,” based on the novel of the same name. In it, 13 people receive messages from a teenage girl who committed suicide, detailing how they played a part in her decision. The National Association of School Psychologists recommended that “vulnerable youth, especially those who have any degree of suicidal ideation,” not watch it. The Washington Post reported on a group of high-school students in Michigan who responded to the series with a project, “13 Reasons Why Not,” and we picked it up at bit.ly/2qPbcon.

Nutrition is a big factor in health, and many school-nutrition directors were happy to hear that new Agriculture Secretary Sonny Perdue relaxed some of the Obama administrations rules for school meals. The changes delayed another reduction in the amount of salt allowed in meals, gave states the ability to allow some schools to serve fewer whole grains, and allowed schools to serve 1 percent milk rather than only nonfat milk. See bit.ly/2rbvx88.

Trade, agriculture, rural jobs

Perdue appeared to play a key role in persuading President Trump not to withdraw from the North American Free Trade Agreement, but to renegotiate it with Mexico and Canada. That was good news for farm interests that depend on exports. As those lobbies asked for protection in the negotiations, Perdue’s USDA ran against Trump’s anti-trade theme and actively promoted the value of agricultural trade to the U.S. We wrote about it at bit.ly/2qPle8W.

Cattle farmers suffering from lower prices got good news in May, when the administration cut a trade deal with China to allow U.S. exports of beef, 13 years after a case of mad-cow disease prompted the Chinese to block them. In return, the U.S. will find ways to allow Chinese cooked poultry to be exported to the U.S. It’s big news in farm and ranch country, and we picked it up at bit.ly/2qJgjWA.

Trump’s special assistant on agriculture, trade and food assistance told reporters that the White House’s new Task Force on Agriculture and Rural Prosperity would focus on agriculture because it’s “the No. 1 driver in these rural communities.” However, the Daily Yonder noted that agriculture is not the top economic sector in rural areas. The federal Bureau of Economic Analysis, which ranks seven rural economic sectors, says agriculture is fifth in earnings and sixth in jobs. The Yonder also ran a county-level map of dominant economic sectors, and we picked it up at bit.ly/2rbnBE1.

Some states are enacting policies to generate or keep jobs in rural areas, such as tax credits for investment. Critics say such laws have failed to deliver, with investors profiting from the deals even if the businesses they fund never create a job, Stateline reported. We picked it up at bit.ly/2qJiidj.

Rural areas sometimes lose jobs because local business owners can’t find the right buyer or successor when they want to retire. A growing number of services match rural entrepreneurs nearing retirement with younger people looking to run a business, Forbes reported. Read it at bit.ly/2rvmHSA.

If you see news with rural resonance that should be on The Rural Blog, email me at [email protected].

Categories
Circulation

Could free distribution be an option for community newspapers?

Here is a common scenario, using a fictitious newspaper as an example.

The Belleville Bugle is a high-quality weekly that has served its community for more than 100 years.

The town the Bugle serves is prosperous. Households have more than doubled over the past 30 years. There is new industry. Belleville is also a bedroom community as many residents commute to and from their jobs in a nearby metropolitan area.

In 1987, there were 5,000 homes in Belleville and the Bugle’s local circulation was 3,800, or 76 percent household penetration.

In 2017, there are 12,000 homes in Belleville and the Bugle’s local circulation is 3,000, or 25 precent household penetration.

Why the loss in local circulation and the even more shocking loss in household penetration?

We can cite all kinds of trends but by far the number one reason is the influx of “exurbanites” – very busy people who live in a community but don’t identify with it. And people who don’t care about the town they live in don’t subscribe to their local newspaper.

Intense circulation campaigns can help somewhat – maybe a few hundred additional subscribers. But that’s it.

It’s frustrating for the newspaper owners and staff who know the Bugle needs to reach more local homes to serve its advertisers and for the good of the community itself, which needs the newspaper to retain or even rebuild its identity.

The Bugle can’t do that unless it reaches residents. But it’s obvious that the days of 75 percent or even 50 percent paid household penetration are long gone.

Is there a solution?

One possibility deserving of serious consideration is a conversion from paid circulation to free distribution, effectively going from 25 percent household penetration to 100 percent — or near it — instantaneously.

It’s a huge decision that requires careful study, keeping in mind that once the move from paid circulation to free distribution is implemented, it would be almost impossible to revert back to paid.

The key is to prepare a financial analysis that takes into account the total loss of circulation revenue versus the gain in advertising revenue; as well as the printing and delivery expense for a free product.

Keep in mind there will have to be guesswork when it comes to projecting advertising revenue. Be conservative, but don’t be timid either.

Expense estimates for printing and delivery will be more definite.

Here are a few factors to keep in mind if you decide to take on this analysis.

  • ●Usually, there are no staff changes.
  • ●Ad rates will have to go up, of course. Typical would be around $1 per column inch or more per 1,000 additional distribution. For example, let’s say the Bugle averaged $6 per column inch as a 4,000 circulation paid weekly. As a free weekly, distribution will be 14,000, a 10,000 increase so add an average of $10 per column inch to the advertising rates.
  • ●Per piece insert rates usually stay the same, but the increased volume (i.e. 3,000 to 12,000 local) is a major revenue booster.
  • ●Are legal ads a major source of revenue? Would they be jeopardized if the paper converted from paid circulation to free distribution? Check with the state press association.
  • ●How would the free paper be distributed and how much will it cost?

Rack distribution – inexpensive but unpredictable.

Standard mail –pricy for heavy publications.

Requester mail – inexpensive but complex regulations.

Carrier force – direct control, but complicated.

I wish there were a mathematical formula that would give management an absolute answer as the financial consequences of this dramatic change. Those consequences could be an absolute delight. They could be an absolute disaster.

I won’t kid you – there is an unavoidable gamble-factor, and to better determine the odds the all-critical advertising revenue estimate is the card that really counts.

Research will help the odds, including plenty of input from current advertisers. But it will also require guesstimates that are part educated and part instinctual, made by staff who not only know the market but feel its tendencies and potential, or lack thereof.

Categories
Community Journalism

How newspapers can set themselves apart in a crowded information market

Last month’s blogpost was a warning that the attack on journalism by certain actors on the public stage is having an effect on community newspapers, and that social media are driving readers to spend more time with national news than with local news. How can community papers can adapt to this radically changed news landscape?

To survive, newspapers must stop thinking of themselves as being in the newspaper business, or even in the news business; you’re in the information business, competing with all other sources of information for people’s time and attention – even if you are the only newspaper in your market.

Increasingly, rural communities have become bedroom communities, and the longer a commute someone has to work, the less likely they are to read their local newspaper, according to research by Eastern Kentucky University and the Institute for Rural Journalism and Community Issues at the University of Kentucky. The ubiquity of information through smartphones means you have to be where your readers are, and that means mobile.

The new landscape requires us to operate on multiple platforms. Your newspaper’s website should be attracting most of its traffic from social media. If it’s not, you’re probably not getting enough traffic.

And we need to be on social-media platforms not just to drive traffic, but to help people understand the difference in social media and the news media.

We also need to stop saying “the media” when we mean “the news media,” in order to distinguish ourselves from actors in the media who are more about opinions and an agenda than about facts and public service.

And we need to stop using “the media” as a singular noun. It’s more plural than ever, and it’s important for readers to understand that. The media are. And they are many different things.

If we don’t distinguish ourselves from our competitors in the information market, we are lost. The fundamental difference in social media and news media are a discipline of verification, as defined in The Elements of Journalism, by Bill Kovach and Tom Rosenstiel.

Those elements have shifted a bit, but not substantially, in the new landscape of journalism. They are a guide not only for journalists as we do our work, but for citizens to understand how we work and why we do what we do.

Here are the elements, which would make a good standing box or filler on your editorial page, with a brief explanation of each:

Journalism’s first obligation is to the truth – not to some absolute or philosophical truth, but practical truth “by which we can operate on a day-to-day basis.” And that includes being transparent about sources and methods, so readers can make fully informed judgments.

Its first loyalty is to citizens – not to the bottom line of whoever is publishing the journalism. In the current environment, this test may be the most difficult for some publishers.

Its essence is a discipline of verification – not objectivity, which is rarely achievable because we are human beings, but objectivity of method: testing the truth of information so our biases don’t get in the way.

Its practitioners must maintain an independence from those they cover – not pure neutrality, but an arm’s-length relationship that keeps our essential independence from being compromised.

It must serve as an independent monitor of power – not just keeping an eye on government, but on all facets of society, including business and nonprofit organizations.

It must provide a forum for public criticism and compromise – not just offering an outlet for discussion, but improving the quality of the debate with verified information.

It must strive to keep significant things interesting and relevant – in other words, making readers want to read the news that they need to read. This is more important than ever in the new age.

It must keep the news comprehensive and proportional – an even more challenging task when competing for time and attention, but all the more important to build and maintain confidence and trust.

Its practitioners must be allowed to exercise their personal conscience – speak out against poor journalism, and allow others to do so.

Citizens, too, have rights and responsibilities – to be responsible on social media. That may be too much to hope for, but if we ask them to be, that’s reminder that information needs to be more about facts than opinion.

While we need to do a better job explaining ourselves, ultimately we will not be judged on the arguments we make, but by the work that we do: reporting news that’s important and relevant, and more.

Even if you successfully compete in the information business, that’s not really enough to be a complete community newspaper.

You also have to be in the deliberation business. Deliberation is how democratic societies make decisions, and one of the best forums for deliberation is the newspaper – an editorial page with lots of letters.

And, ultimately, you also need to be in the leadership business, because there are times when a newspaper must take a stand and lead its community in what it thinks is the right direction it needs to go.

Nothing else in a community can do these three things as well as a newspaper, and now is the time to do it better than ever. Make yourself essential.

In your quest for people’s time and attention, you are also competing with other media for readers’ confidence and trust, which drive time and attention. Be worthy of that trust.