Community newspapers strive to thrive amid pandemic challenges

MIA AZIZAH | Nebraska News Service

When the novel coronavirus swept the globe and made its way to the communities across Nebraska, community newspaper publishers like Kurt Johnson of the Aurora News-Register, witnessed how the global pandemic became a challenge much closer to home.

As businesses shut down and positive cases were confirmed in the Aurora area, Johnson said he felt the public angst grow.

And in his 20 years of running the weekly newspaper with a circulation of 2,500, he faced the unknown situation that he hopes won't last long, he said.

"There is no model to follow here," Johnson said. "I can't draw on experiences from 10 to 20 years ago, or call my predecessors, peers or folks I've looked up to over the years. Nobody's been through something like this."

Many publishers across the state, even those who do not have positive coronavirus cases around their areas, face a similar situation.

The coronavirus pandemic not only abruptly closed businesses and schools, but it has also caused rural community newspapers to lose advertising revenue and content coverage that have been a tradition in their home areas over the years.

Despite the challenges, community newspapers across the state continue to move forward to serve their community's appetite for local news.

"Nobody chronicles a history of a community more than a local newspaper in this pandemic situation," said Dennis DeRossett, executive director of the Nebraska Press Association.

Before the pandemic hit, reporters used to work long hours to chase story events, athletic events or council meetings, said Tory Duncan, managing editor of Clay County News.

When the school closed and events outside of home stopped, reporters scrambled to find the next story to put on their Page, he said.

"There was just like, one day, you're really busy," he said. "The next day, you are kind of twiddling your thumbs, wondering what to do."

Although many newspaper publications have printed fewer pages because of fewer community events, online readership is more active than usual in some publications like the Aurora News-Register.

"We've had a number of people who are isolated to their homes," Johnson said. "Our E-subscriptions have gone up significantly. Our traffic on our website has gone up."

However, online content may not be an option for all small community news outlets, said Gerri Peterson, owner of Hooker County Tribune.

In Mullen, population 500, the community does not have a local TV or radio station. Some elderly do not have access to the internet or social media sites, Peterson said.

Yet, Peterson, who also is the only employee who writes, takes photos and reports for the publication, said those who have internet access in the community still attempt to connect on social media.

"I think everyone is hopeful," Peterson said. "Everyone's trying to do what they're supposed to do and connect."

Since her one-person weekly publication serves as a leading source of information for local residents, Peterson said she hasn't had any challenges finding news content.

The Hooker County Tribune has covered stories on how high school students have adapted to e-learning and how the locals have volunteered to make masks for those in need.

Besides reporting on the latest update on COVID-19, journalists also should seek stories that can ease people's growing anxiety, Duncan said.

To substitute for the lack of sports and high school event coverage, the Clay County News has written human-interest pieces on how local coaches have contributed to their community in the past.

"We've done a lot of little brain sessions, thinking about what we can do differently because we also have to figure out ways to generate revenue to keep our doors open," Duncan said. "It certainly is tough in this environment right now."

Cody Gerlach, owner of Frontier County Enterprise and the Valley Voice, said his publications have reported stories about how a local nursing home has been keeping its residents safe from COVID-19 while still communicating with friends and family members.

But finding stories is less of a challenge than facing an income limitation, Gerlach said.

After many local businesses, like restaurants, boutiques and barbers, temporarily closed down, advertising revenue dropped by 50% in three weeks, he said.

To ease the financial burden, Gerlach said he has also applied for a federal loan program so his 13 employees, who are part-timers, would not have to be laid off.

"We're taking advantage of the payroll protector, the paycheck protection program, and hoping to get that loan completed and going," he said. "So we don't have to worry about cutting hours or cutting any of our employees."

He also cut his advertising rate by 30%. In a tough economic period, affordable advertising prices in newspapers can help local businesses that want to advertise their service and products to the public, Gerlach said.

"We want to be a helpful part of the community as well," he said.

When businesses shut their doors, local newspapers will lose some advertising revenue that can help them continue their purpose of informing the community, DeRossett said.

"Local businesses are the backbone of every community, and local businesses are the backbone to support the local newspaper," DeRossett said.

Encouraging one another is the key for journalists, reporters and publishers to surviving the economic battle and the future's uncertainty.

A sense of community can also ease up the anxiety and fear that journalists, editors and publishers may face as they work on the frontline during a global pandemic, Duncan said.

"Survival is going to be hard, but I think if we reach out and talk with people who know what we're going through within our direct business, I think we can all get through this together," he said.

Duncan said the situation taught him to rely on other community newspapers and publishers and also with the representatives of the Nebraska Press Association to brainstorm various news content and advertising.

"There's a silver lining that's come out of all of this," Duncan said. "It's really brought the community newspaper publishers and editors and staff members together to openly communicate with each other."

While some community newspapers in rural areas may be on the brink of closing, Gerlach said they still play an important role in chronicling the daily lives of each community.

During a global pandemic, community newspapers tell local stories that may not often be covered by state and national publications.

"We really are a small-town community newspaper," Duncan said. "We focus on keeping it at home as much as we can to tell the story of our county people, our residents."

The pandemic has also strengthened people's trust and connection with the community newspaper media, Johnson said.

"We're looked to as a trusted friend, perhaps more so than in normal times," Johnson said.

DeRossett said the bravery of publishers and journalists who go out to cover the news despite the COVID-19 risks is one reason why.

"First and foremost, communities are very dependent on the local newspaper," DeRossett said. "These communities have almost a renewed and newfound respect and appreciation for the newspaper."