Editorial: Trustworthy and respected by readers
Our numbers don’t lie. Neither do the readers.
There may be plenty of things in this world that will cause and deliver scorn. Whatever is on the list, don’t leave out a newspaper reader not getting their Favorite Good Morning Newspaper.
During National Newspaper Week, we feel a responsibility to share facts that contradict a lot of hot air sailing through cyberspace.
First, the Internet is not our enemy. We’re there, too. Call us included. And often times, we’re leading. That is to say, we get a story, we put it out on multiple platforms, and the following day it is also in the traditional print edition.
Local newspapers, according to the National Newspaper Association, are the No. 1 source for community news and whip television by three times and the Internet by six times. That’s like your favorite football team winning about 21-7 or 42-7, respectively.
We’re easy to use, or so say 84 percent of community newspaper readers. Community newspaper readers also share their paper with an average of more than two people a day. We don’t charge rates for a 16,000-circulation newspaper, but that’s about how many are seeing us. We’re good ROI — return on investment.
Of community newspaper readers, 89 percent believe the local paper has stories for their particular interest; 85 percent read public notices; and 84 percent read grocery ads and inserts.
Community newspaper readers spend about 40 minutes a day with their local newspaper.
Why wouldn’t an advertiser like those numbers?
When it is in our print edition, or on our website, what are the chances a customer is going to see an ad and figure “too good to be true?” Seldom if ever.
Why? Because the local newspaper is more trusted than something bombed over the social airwaves. We’re reliable in our reporting, and we’re certainly trusted among customers seeking to read advertisements in our pages or on our website.
Those are local people seeing those ads. There is value in the dollar spent and returned by hitting the target versus other shotgun approaches available.
We’re dedicated to serving our readers. We proudly have the Paxton Media Group name on our newspaper, but make no mistake — this is our community’s newspaper.