In my day job at the university, I specialize in training community journalists— both college students and professionals.
This is of special interest to me, because I am— admittedly— still a student of the industry. If we are still doing, we are still learning.
I am one of those academics who is also a practitioner, so I tell folks I am right there in the trenches with them. And I am.
We hosted 60 newspaper salespeople last week at our Fort Worth campus and brought in one of the premiere up-and-coming trainers in the business to offer some inspiration to a group of people who can be sometime beaten down by what they do.
“What do you tell folks when they say, ‘newspapers are dead?’” one of the salespeople asked.
Our trainer just giggled and said, “I tell them ‘That’s what they said about Jesus, and that was a bunch of bologna too.’”
Amid the chuckles elicited by this quip, one staggering statistic stuck out to me about the viability of newspaper advertising— even in today’s media climate.
If a newspaper reaches 2,000 households (the News-Record does), it delivers almost $1.1 million in business back to its advertisers annually.
This is figured with a simple formula that I’d love to discuss with you over a cup of coffee, but— suffice it to say— the math is there.
And, beyond that $1.1 million, every dollar spent locally is circulated seven times within a community.
That is the power of advertising in your community newspaper.
In an era dominated by digital screens and social media scrolls, it’s easy to assume newspapers have faded into irrelevance.
But for small businesses and local brands, advertising in local newspapers still holds a unique and exponential value.
It’s not just about nostalgia. It’s about connection, credibility and community.
Think about that— $1.1 million, spent seven times over within the local community.
In this sense, the community newspaper is the original Chamber of Commerce and Economic Development Corporation in any community.
We were here long before either of those institutions and the hard figures prove we are still viable.
Therefore, it’s no wonder that communities in which the Chambers and EDC boards value the local newspaper as a trusted economic partner and business driver tend to fare far better overall than those who don’t.
Local newspapers reach an audience that is both geographically and emotionally invested in their content.
Our readers aren’t just skimming headlines. They’re actively seeking information relevant to their neighborhoods, schools, businesses and civic life.
When an ad appears in this context, it becomes part of a trusted environment. That trust translates into attention.
Folks trust a business that is in “their” newspaper. “Their” is the key word. Folks take ownership in their community newspaper.
Ownership also translates to trust.
Unlike online ads that can be skipped, blocked or ignored, a newspaper ad is seen as part of the reading experience.
It is not an interruption.
Moreover, local newspaper readers tend to be loyal. Studies consistently show that readers of community newspapers spend more time with each edition and have a higher recall rate of advertisements.
This means local businesses get a better chance to build brand recognition and drive action.
That action can be visiting a store, attending an event or trying a new service.
Another often overlooked advantage of local newspaper advertising is targeting.
While digital platforms offer advanced algorithmic targeting, they can’t beat the accuracy of geography.
Local newspapers naturally deliver a geographically concentrated audience.
We tailor to people who live, work, shop and vote in Western Grayson County.
In that matter, we are the only media company that gives a darn about Western Grayson County.
And no one delivers U.S. 377 corridor businesses to customers better than we do.
Print also offers a tangible, lasting presence. A newspaper might sit on a kitchen table for a week, passed between family members, revisited over breakfast or coffee.
An ad in that context doesn’t vanish with the swipe of a finger. It lingers—and so does the brand message.
Cost-effectiveness is another strong point.
While national campaigns and online pay-per-click models can quickly balloon budgets, local newspaper advertising often provides a more affordable and manageable solution for small businesses.
We offer customized ad packages, editorial tie-ins and even design services to help maximize your business exposure.
Beyond all this, local newspaper ads also support the papers themselves.
This is an essential function in an age when journalism is under financial strain. Local journalism is needed now more than ever, and your advertising dollars support that invaluable community resource.
By advertising locally, you aren’t just promoting your services.
You are investing in the institutions that keep their communities informed and connected.
I say all this to say— to our advertisers— thank you for partnering with us to help you grow your business.
To everyone else— we’d love to help you grow yours.
Our company motto is “Shop Local, Eat Local, Read Local.” Advertising locally makes all these things happen for the entire community.
The Whitesboro News-Record is two years shy of 150 years old.
In that time, we’ve established ourselves as a trusted platform with a targeted audience that provides a lasting impression and direct line to community-minded consumers.
For local businesses, that’s not just advertising— that’s relationship building. And in business, relationships are everything.
Austin Lewter is the owner and publisher of the Whitesboro News-Record. He is also an instructor of journalism and broadcast at Tarleton State University where he also serves as the director of the Texas Center for Community Journalism. He can be reached at [email protected].