Finding your weekly's niche in the news biz

By: Joe Strupp Stay connected with the locals

Weekly and community newspapers should not fear the growing expansion of national news coverage, 24-hour cable news, and Internet information as long as they continue to focus on their local communities and the needs of
local readers, according to the featured speaker at the National Newspaper Association's annual conference in Boston who spoke Sept. 30 during the event's kickoff breakfast.
During a lengthy speech that drew a standing ovation from the crowd of over 300, Tim Waltner, publisher of The Freeman (S.D.) Courier, and vice president of the International Society of Weekly Newspaper Editors, told the audience that community newspapers still have a strong hold on local events, but only if they make such coverage their priority.
"Those of us in the weekly field rarely break stories, even in our own community, but that's a good thing," Waltner said. "It reminds us of our mission. Because of our relaxed deadlines, we can take more time to get more perspective ? at least we should."
Waltner urged editors and publishers to avoid trying to get the news first and beat daily or regional newspapers. Instead, he said that community papers need to remain connected to readers and make sure small, local issues are covered and that local information ? from school menus to wedding announcements ? is given attention.
"As community newspapers, we should use that connectedness to write more human stories, more insightful stories, and more accountable stories," Waltner said. "It provides us with insight, understanding, and perspective that is unrivaled in major media."
Waltner reminded the crowd that, as local community and weekly publishers and editors, they are part of the community and must act as a mirror. "A mirror reflects reality," he said. "That is both an honor and a responsibility. And being a mirror is not enough. Have you ever seen a mirror in a pitch-black room? It is no good without light."
Waltner said local editors and publishers must know local issues better than anyone else and be prepared to step out and editorialize on them when it is required. He said having such a local tie to the community can make speaking out difficult, but it must be done.
"It means taking a second look, going through documents and information, and not taking a politician at his word," Waltner said. "Regional media coverage of small communities catches only the big stuff. We need to get all of it."
But Waltner said that does not mean community and weekly newspapers should not take advantage of technical innovations such as the Internet or improved production capabilities. He said the key is to use these improvements to help the paper's local connection, not move the reporting farther away from the people.
"Our small size can give us a false sense of security," Waltner said. "The way to stay connected is to get out of our offices, visit people we know, visit people we don't know, invite diverse opinion, and use an open-door policy."

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