Teri Finneman, Nick Mathews and Pat Ferrucci, authors of Reviving Rural News: Finding a Sustainable Future for Community Journalism, explore the unique challenges facing rural newspapers in the wake of the local news industry's financial crisis. They discuss their yearlong experiment with a Kansas newspaper, offering insights into how small community-based outlets can diversify revenue streams and reconnect with their readers. The conversation highlights the disconnect between traditional business models and the needs of both rural publishers and their audiences.

The guests also touch on the psychological and organizational barriers that hinder innovation in local newsrooms. From reluctance to explore new revenue sources like philanthropy to the ongoing devaluation of journalism, they offer candid perspectives on why rural news must evolve to survive. Key takeaways include lessons on pricing, the power of e-newsletters and the role of newspapers as vital community institutions.

With practical examples from their case study in Kansas, the discussion reveals how local publishers can take small but significant steps to adapt their business models and better serve their communities.

Episode chapters: (00:03:13) - Origins of the Reviving Rural News project and the COVID-era struggles of rural newspapers

(00:07:03) - The uniqueness of rural journalism and the resilience of community newspapers

(00:12:03) - The challenges of journalism research, especially around business models

(00:18:23) - Take my money, please: Reluctance to change

(00:20:50) - How we got here: History of the penny press model

(00:24:39) - Disconnects between the business models readers want and what publishers offer

(00:28:34) - Why newspapers are reluctant to change

(00:34:55) - Revenue models and returning newspapers to their role as community institution

(00:42:07) - Raising prices as an imperative for many community newspapers

(00:51:09) - The importance of both print and e-newsletters in rural communities

(00:58:22) - Steps for small publishers: Where to begin with change

Links:

• Show notes and transcript

• Teri Finneman: Twitter/X, 

• Patrick Ferrucci: Twitter/X,

• Nick Matthews: LinkedIn, Twitter/X 

• Reviving Rural News

• William Allen White School of Journalism and Mass Communications at University of Kansas

• College of Media, Communication and Information at University of Colorado Boulder

• Missouri School of Journalism

• Mentioned

• Eudora Times

• CODA Ventures

• Southern Newspaper Publishers Association (SNPA) Foundation

• Kansas Press Association

• Kansas Publishing Ventures

• Bismarck Tribune

• Mather Economics

• Stratechery

• Paste

• Spin

• Creem 

• Local News Matters: web, Twitter, Facebook, LinkedIn

• Pirate Audio

• Colorado Press Association: web, Twitter, Facebook

• Tim Regan-Porter: bio, Twitter

 

For show notes, transcripts, newsletter sign-up and past guests on the Local News Matters podcast, please visit localnewsmatterspodcast.com or lnmpod.com.

Past guests on the Local News Matters podcast include: Nic Dawes (THE CITY), Allison Taylor Levine (Local News Initiative Delaware), Crystal Good (Black by God),  Lisa Snowden (Baltimore Beat), Karen Rundlet (INN), Jim Brady (Knight Foundation), Candice Fortman (Exit interview, Outlier Media), Jean Friedman-Rudovsky (Resolve Philly), Jay Rosen (NYU), Sue Cross (Exit interview, INN), Mary Margaret White (Mississippi Today), Amy Kovac-Ashley (Tiny News Collective), Michael Shapiro (TAPinto), Kenny Katzgrau (redbankgreen and Broadstreet), John Garrett (Community Impact), Shannon Kinney (Dream Local Digital), Larry Ryckman (The Colorado Sun),  Frank Mungeam (Local Media Association), Kelly Ann Scott (Alabama Media Group), Sara Lomax and S. Mitra Kalita (URL Media), Elizabeth Hansen Shapiro (National Trust for Local News), Mike Rispoli and Richard Young (via When the People Decide), Sarabeth Berman (American Journalism Project), Rabbi Hillel Goldberg and Shana Goldberg (Intermountain Jewish News),  Lyndsay C. Green (via The Journalism Salute), Rashad Mahmood and Mark Glaser (New Mexico Local News Fund), Christian Vanek and Barbara Hardt (The Mountain-Ear), Dan Grech (BizHack), Zack Richner (Easy Tax Credits), Tracie Powell (Pivot Fund), Dan Oshinsky (Inbox Collective), Linda Shapley (via What Works), Yehong Zhu and Jake Seaton (Zette, Column), Charity Huff (January Spring), Joaquin Alvarado and Dave Perry (Aurora Sentinel), Steve Waldman (Rebuild Local News), Maritza Félix (Conecta Arizona), Michael Bolden (American Press Institute), Jeff Roberts and Corey Hutchins (CFOIC, Colorado College), Eve Pearlman and Erica Anderson (Spaceship Media), Jennifer Brandel (Hearken, Democracy SOS), Corey Hutchins with Bay Edwards, Todd Chamberlain and Raleigh Burleigh (Sopris Sun).