Hometown newspapers are small businesses, just like the hardware store, the cafe, or the auto repair shop. They’re not just “media.” They’re employers, sponsors, storytellers, and neighbors, and their work ripples through every corner of the community. This year, collaboration is a focus of ours at SaveYour.Town, and I want to talk about how newspapers […]
Hometown newspapers are small businesses, just like the hardware store, the cafe, or the auto repair shop. They’re not just “media.” They’re employers, sponsors, storytellers, and neighbors, and their work ripples through every corner of the community.
This year, collaboration is a focus of ours at SaveYour.Town, and I want to talk about how newspapers and local businesses can truly work together. Both sides bring value. Your newspaper can be an incredible resource for your business, and your support helps keep local journalism strong.
Use Your Local Paper as a Valuable Resource
Share Your Press Releases
Newspapers still do something better than almost anyone else: they get local information in front of local people. When you’ve got something to share—a new product, an event, a success story—send a press release to every paper you can: your hometown, nearby towns, and regional outlets.
A good advertising department won’t just print your story, they’ll help you build on it. They might mock up ads, stop by your business, or help turn that small piece of news into a bigger presence. Local stories and local advertising work hand in hand, keeping attention, dollars, and pride right where they belong: in your community.
If they don’t do this automatically, you can do it yourself: mockup your own ad and ask about it when carrying the press release.
Photos Make that the Newspaper Make Everyone Smile
In one small town, the local newspaper ran photos of everyone who bought a seat in the Save the Webster Theater fundraiser. People cut out their pictures, shared them, and proudly showed them off. That’s the magic of local journalism—it celebrates people, connects neighbors, and turns ordinary moments into community pride.
No social media algorithm can do that. Only someone who knows the people and the place can.
What could you do like that in your community?
Newspapers Fit in the New Way to Market
Marketing in newspapers used to be the way to reach your audience. Now, it’s part of a mix that includes social media, email newsletters, and websites. Successful newspapers have adapted; they’re publishing both online and in print, meeting readers where they are.
Your local paper might even offer digital ads, social media promotions, or direct marketing campaigns. Those “new ways” are built on the trust and relationships newspapers have earned over decades. Going digital doesn’t replace print—it expands your reach while keeping your connection local.
Collaboration, Not Just Ads
Your hometown paper already captures the heartbeat of your community—business updates, church events, reunions, and celebrations. Now’s the time to think about how to collaborate more deeply.
How can your business and your newspaper co-create campaigns, share stories, and build relationships that last? When you work together, everyone benefits. The stories are richer, the economy is stronger, and the sense of pride runs deeper.
Supporting your local newspaper is part of “shop local.” A town that values its local news invests in its own future. When local media lose revenue, you feel it—in fewer stories, less coverage, and fewer opportunities to connect. Supporting your paper means investing in your town’s voice—and your business benefits from that, too.
How Newspapers Can Be Better Local Businesses
Tell Your Own Story
Newspapers can strengthen their community connection by telling their own story. Don’t assume people know what you do—show them.
- Share the range of what you cover, from birthdays and sports to civic meetings.
- Introduce your team so readers can connect faces to bylines.
- Celebrate your achievements and update readers on what’s next.
- Use your website and social channels to share more stories beyond print.
Many of you already show up at council meetings, Friday night games, and ribbon cuttings. You share obituaries, honor rolls, and community milestones—let us know where to find those stories online, too.
Make It Easy to Work With You
A simple “Work With Us” webpage or one-sheet can make advertising easier for local businesses. Include who your readers are, which sections perform best, and when seasonal peaks happen. That turns your newspaper from “a place to buy ads” into “a partner that helps small businesses grow.”
Here’s what could go on that page or a simple one-sheet:
- Who reads your paper: top age ranges, key ZIP codes, and the most popular sections.
- When they read it: weekday vs. weekend audience.
- Which sections work best for which audiences: weekend features for families, sports for local fans, business page for professionals.
- Seasonal spikes: back-to-school, holidays, elections, big local events—so advertisers can time their campaigns.
Go Deeper with Small Businesses
Small businesses and newspapers need each other. Let’s move beyond “Do you want to buy an ad?” and instead ask, “How can we work together long-term?”
Try things like:
- Basic ad-planning sessions
- Sit down with businesses and help them:
- Define their ideal customer using your readership data.
- Choose the right sections and days.
- Set a realistic frequency so the message has time to work.
- “Track-with-us” packages Don’t just run ads—help track what happens. Include:
- A clear call-to-action (bring in this coupon, scan this QR code, visit this URL).
- A unique coupon, QR code, or URL for that campaign.
- A simple tracking sheet or shared dashboard.
- A short results review at the end: what worked, what didn’t, and what to try next.
- Reader surveys for advertisers. Run occasional sponsored questions like:
- “Where do you shop for gifts?”
- “Which restaurants do you visit most often?” This engages readers and gives advertisers insight they cannot get from a generic online dashboard.
These steps can turn newspapers from simple ad vendors into trusted community partners and problem-solvers.
Shop local is even more important these days. And that includes your local newspaper.
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