Editor's note: This is the winning local essay in the B.C. and Yukon Community Newspapers Association/B.C. Press Council's $10,000 scholarship program. Scholarships of $5,000, $3,500 and $1,500 are awarded to the three students in B.C. who write the best 500-word essay answering the question: "If you were to spend one day as publisher of The Chief, what changes would you make and why?"
In today's digital world, are print-based media such as newspapers becoming increasingly irrelevant?
While it is true that many newspapers are losing readers and advertisers to new forms of media, such as the Internet, there will always be a place for local newspapers. Community newspapers are uniquely placed to seize the opportunities the Internet offers. By adding "up to the minute" news updates, giving room to civilian journalists, or "bloggers". And expanding into online classifieds, community newspapers can be at the forefront of the new media age.
The newspaper in my community of Squamish is The Chief, which is published weekly. This means that readers must wait until Friday afternoon rolls around to be informed on local issues. As publisher, I would immediately take advantage of the Internet to add breaking news updates, current articles and columns.
Although the Internet is already awash in sites providing international, national and provincial news, few reliable sources for local news exist. The Chief, with a proven record of trustworthiness and good standing in the community, would stand out in this arena, drawing a large readership and thereby increasing revenue and further serving the community.
Readership, revenue and service to the community could also be increased by using "blogs". These online diaries or "web logs" are immensely popular, and their success is imitable. As publisher, I would give space and attention to these "civilian journalists". The amazing diversity of residents in Squamish means that a great variety of knowledgeable and enthusiastic citizens is available to share their thoughts, opinions and experience online. This, above all, would bring new readers to The Chief's website.
The increase in readership would be vital to the paper's continued well-being by increasing the rates the paper could charge for advertising. Advertising is the lifeblood of any newspaper. A newspaper with a strong online presence, as described above, would be uniquely placed to benefit from the rapidly increasing trend of advertisers abandoning traditional media for the Internet. The success of monster.com (employment) and eBay.com (classifieds) show the potential for profit from online advertising. Community newspapers, which typically derive more than 20 per cent of their revenue from classifieds, cannot afford to ignore this.
Community newspapers reflect the community they serve. As more and more members of my community embrace the opportunities of the Internet, I, as publisher, would move with them. The Internet provides a superb means for The Chief to provide up-to-date news to the community, display the diversity and talent of local citizens and increase revenue. As publisher, I would enact these changes to better serve the community and make the paper more profitable.
