Why local newspapers hold trust while national media slips
By Dean Ridings
Ryan Dohrn set to keynote next week’s ArkLaMiss Conference
Nationally-recognized sales and marketing expert Ryan Dohrn is enthusiastic about the future of community newspapers – IF they are willing to evaluate their marketing approach and adopt a 2026 rather than 2006 focus.
Dohrn will explain “The Great Sales Shift” during a series of workshops at the annual ArkLaMiss Circulation, Marketing and Audience Development Conference planned Nov. 7-8 at the Ameristar Vicksburg Casino Hotel. The event is conducted jointly by APA and the Mississippi Press Association.
Dohrn contends that many newspapers, and their sales staff, continue to use marketing styles that simply don’t work in today’s marketplace.
“If we keep selling traditional media in traditional ways, then we will get traditional results,” Dohrn said.
The biggest mistake, he says, is to present a “buffet” of advertising choices and ask the advertiser to pick from some 30 potential items. “We now know they will always pick less,” he said.
approach by the newspaper representative to the customer.
It also is important, Dohrn says, for the representative not to be perceived as a “salesperson” per se. The titles of “sales representative” or “account executive” should give way to “marketing advisor” or a similar term.
Dohrn said a more successful approach is what he calls a “recommendation-based model” of marketing. “That is how people operate now all the time,” he said. “People want recommendations on what is the best way to proceed.”
For example, the marketing advisor would advise a potential HVAC business on what has proven to be a successful plan for other companies in the same field. “This is what we know works – three or four things people have done to be successful,” would be the
“Young people especially have no tolerance for salespeople,” Dohrn said. “Instead, they want to be guided on what they should do. In other words, what is recommended.”
Dohrn said a significant problem is that publishers and owners tend to be older and more attuned to 2006, while their staff and customers are comprised of younger people with a 2026 perspective. “And the problem is the unwillingness of owners and publishers to change the selling style.”
Dohrn said there are many examples of community newspapers in the nation that are successful as they continue to adopt more modern marketing approaches. “Those that have made the shift to a recommendation-based model do well,” he said.
Another important concept that Dohrn will discuss at Vicksburg is that the “digital-only” mindset for business promotion is a myth. “Serious business owners realize that digital is just one piece of the puzzle,” he said.
Marketing advisors should point out to customers the need for a “full team on the field” that includes various advertising avenues such as digital, radio, television, billboards and, of course, print.
Ryan Dohrn
Dohrn
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“Of course, larger businesses will do more in all areas, but the concept is the same for everyone,” Dohrn said. “And it is that successful businesses don’t just do digital.”
Dohrn also points out another interesting, and less recognized, advantage that a community newspaper possesses – the fact that it is a “permission-based” marketing model.
By that, he means that subscribers pay to receive the product, and they enjoy the entire package, including both news and advertising. “Advertising is part of the experience and that’s a big selling point,” he said.
In contrast, Facebook and Instagram have advertising that essentially is not wanted by the consumer. “In fact, they simply don’t like the ads,” Dohrn said.
Dohrn also encourages marketing advisors to be well prepared when they visit potential clients. In one of his videos, he discusses the need to develop a “process” to follow -- one that includes planning, consistency and discipline, leading to successful results.
The workshops at Vicksburg will be “interactive” with questions and discussion encouraged, Dohrn said. “They will be a classroom style.”
Dohrn won an Emmy for sales and marketing excellence while working for ABC-TV/Walt Disney Co. and was recognized by Forbes.com with the “Best of the Web” award for his business strategies.
He has enjoyed a 30-year career in sales and marketing on a
national level, working in many areas of media. “I was a publisher for a while, but I really didn’t like it,” he said. “My love is selling and marketing.”
“My favorite medium to work in is television, but I have a special feeling for community newspapers and adjust my fees accordingly whenever I can help with one of their events,” he said. “I really do have a passion for community newspapers because of the way they hold public officials accountable,” he said. “They play a significant role and need to be supported.”
Dohrn grew up on an Iowa farm before attending college in the Chicago area. “I cut my media teeth in the Chicago market,” he said, including working for the legendary WLS radio station. That was the beginning of his successful career that has included speaking to more than 1,000 audiences large and small. His topics, in addition to sales and marketing, have included growth mindset, mental health, leadership and personal growth training.
He and his wife, André Marie Dohrn, live in Beech Island, South Carolina. She is one of the foremost organizers of equestrian events in the southeastern United States. “She plans and conducts the events, and I sell sponsorships,” Dohrn said.
“I am also a huge South Carolina Gamecocks fan, and I look forward to seeing a lot of my SEC brethren at the upcoming conference in Vicksburg,” he said.
Register online for the 2024 ArkLaMiss Circulation, Marketing and Audience Development Conference at mspress.regfox.com/ arklamiss-conference
Dorhn delivers his insight to a group in Chicago.
André Marie and Ryan Dohrn.
Third annual Press Freedom Gala held at Presidential Center
The Great Hall of the Clinton Presidential Center in Little Rock was an elegant location for APA’s third annual Press Freedom Gala, held last week on October
Arkansas
Senior Editor Rex Nelson served as master of ceremonies for the evening.
The Rodney Block Collective provided the music for the pre-dinner reception, which was held just outside the replica of President Clinton’s Oval Office. Members of the Collective include trumpeter and bandleader Rodney Block, keyboardist Andre “The Bishop” Franklin, drummer Jonathan Burks, bassist Joel “Jammin’ J.C.” Crutcher and vocalist Bijoux Pighee
24.
Democrat-Gazette
APA Past Presidents in attendance at last week’s Press Freedom Gala were (from right) 1991 Jane Christensen, 1993 Ron Kemp, 1999 Mark Magie, 2005 Jeff Christensen, 2007 Bill Hager, 2008 Roy Ockert, 2015 Rusty Fraser, 2016 Nat Lea, 2017 Byron Tate, 2022 Lori Freeze and 2023 Eliza Gaines. Current APA President Andrew Bagley is at the far left.
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The Arkansas Foodbank and its CEO Brian Burton were named APA Headliner of the Year at the Gala. The Foodbank’s 80 employees and 13,000 volunteers annually distribute more than 40 million pounds of food, providing consistent access to resources for families in need of assistance. Children as young as age 10 come to volunteer at the Arkansas Foodbank. Mitch Bettis, president and owner of Arkansas Business Publishing Group, presented the award.
James L. “Skip” Rutherford III is the recipient of this year’s APA Distinguished Service Award. His longtime friend Gerald B. Jordan, veteran journalist and professor emeritus at the University of Arkansas, presented the award. Rutherford and Jordan worked together in the late 1960s as journalism majors on the Arkansas Traveller newspaper.
Professor Larry Foley of the Fulbright College of Arts & Sciences School of Journalism & Strategic Media at the University of Arkansas is the recipient of this year’s APA Journalism Educator of the Year. Foley has credited a scholarship he received from the Arkansas Press Association during his senior year of college as proof that a career in journalism was really for him. The award was presented by APA President Andrew Bagley.
It was a wonderful evening celebrating press freedom and democracy at the third annual Press Freedom Gala.
More photos from the event can be found on the APA Facebook page at www.facebook.com/ArkansasPressAssociation
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Sustain the Foundation of Arkansas Journalism campaign launched
APA Past President Mark Magie announced the launch of the Sustain the Foundation of Arkansas Journalism capital campaign at last week’s Press Freedom Gala.
The three-year campaign’s fundraising goal is $3 million to retire the note on the APA building in the Capitol District of Little Rock and establish a firm foundation from which to continue the work of supporting the Arkansas newspaper industry and ensuring the freedoms of press and free speech for decades to come.
“With so many state press associations across the country having sold their headquarters, we feel that it is important that the newspapers of Arkansas continue to have a strong presence in the Capitol District,” said APA Executive Director Ashley Kemp Wimberley. “As Walter Cronkite said, ‘Freedom of the press is not just important to democracy - it IS democracy.’ APA is on solid footing
and we must continue to be strong as an association, so we can continue to serve and support Arkansas community journalism.”
The 12,872 square-foot building at 411
previously purchased a 1920s-era house at 1701 Broadway Street in 1981 and converted it to office space, but it was outgrown over time.
South Victory Street is the association’s second owned headquarters and was purchased in 2000 after a lengthy search process led by the APA Board of Directors and then-President Magie. APA had
“The APA motto says it all: Free Press, Free People,” said Magie. “But freedom is more than a word. We remain active in the fight for the future of newspapers and journalism, advocating for the need for fair and truthful reporting, education for the next generation of journalists in an evolving industry, the Arkansas Freedom of Information Act and transparency at all levels of government. We must keep the APA strong because it stands in the gap and leads the fight for transparency and a viable free press.”
To pledge your support, fill out and return the pledge form to Arkansas Press Association, 411 South Victory Street, Little Rock AR 72201. For more information email ashley@arkansaspress.org or call (501) 374-1500.
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“I think journalism is a great way to do public service, to have an impact on your community.” — Bob Schieffer
Susie Roberts, founder of Lion-Up student newspaper, dies
Journalism educator Shirley Ann “Susie” Minton Roberts died October 22. She was 80.
She was born July 26, 1943 to Shirley C. and Ruth Henderson Minton, and grew up in Brinkley. After high school she earned her degree from Arkansas State Teachers College, now the University of Central Arkansas, where she was a member of the Alpha Sigma Tau sorority.
Soon after obtaining her degree in 1964, Roberts began teaching in the Pulaski County Special School District, first at Mabelvale High School then in 1966 at the
1994 APA
Journalism Educator
Dixie Lee Williamson Martin of Sherwood died on October 26 following an illness. She was 86.
Born in Bastrop, LA, to Lee Parson and Dixie Nell Williamson, Martin held a degree in English from Louisiana Baptist College. A lifelong high school English and journalism teacher, she taught at Jacksonville High School early in her career then moved to Sylvan Hills High School, where she was the longtime faculty advisor to the student newspaper and yearbook staff.
As the adviser to the student newspaper and yearbook for many years, Martin spent much time working closely with the student journalists, traveling with them to conventions and other journalism-related activities. In addition to her duties at the high school she was invited to teach classes and workshops at UALR and Ball State University.
In October, we wear pink
The staff of the Advance Monticellonian in Monticello and the Eagle Democrat in Warren put on pink in honor of Breast Cancer Awareness Month, recognized annually in October. This year’s Breast Cancer Awareness Month theme, “No One Should Face Breast Cancer Alone,” emphasizes the importance of education, support, and community in the fight against breast cancer.
new John L. McClellan High School. There she taught speech and journalism for 21 years and founded and sponsored the awardwinning student newspaper, the Lion-Up.
In 1987, Roberts moved into central office administration, where worked as PCSSD spokesperson, volunteer coordinator and school board liaison until her retirement in 1999. Following her husband’s death in 2002 she traveled extensively and served on the advisory board at UAMS. In 2007 she was honored as Volunteer of the Year for the Winthrop P. Rockefeller Cancer Institute.
Roberts was preceded in death by parents and her husband of 28 years, Mickey Roberts. She is survived by her sister Linda and brother-in-law Grady Harvell of North Little Rock and son Mike and daughter-in-law Courtney Roberts of Springdale. Services were held October 25 in Brinkley.
of the Year dies last week at 86
In 1961 she married Cleve Martin, and together they lived in Sherwood for nearly 50 years. A member of the North Hills Country Club, in retirement she and Cleve enjoyed boating and owned houseboats on Lake Ouachita and DeGray. She was also a serious bridge player in retirement and a regular at the Little Rock Bridge House.
In 1994, Martin was named the Arkansas Press Association Journalism Educator of the Year.
In addition to her parents, Martin was preceded in death by her husband of 59 years and her brother-in-law, Jerry Rosenbaum. She is survived by her son and daughter-in-law Frank Cleve and Kim Martin, daughter and son-in-law Dixie Gail and Lee Walters, sister Rebecca Williamson, sister-in-law Jean Rosenbaum, sister- and brother-in-law Carol and Barry Duplechin and four grandchildren.
Visitation will be at 10:30 a.m. on Friday, Nov. 1 at Griffin Leggett Rest Hills in North Little Rock, followed by a memorial service at noon.
Susie Roberts
Dixie Martin
Photo
The recent decision by The Washington Post and Los Angeles Times to skip endorsing a presidential candidate has put the issue of media trust in the spotlight — and it underscores just how differently local newspapers are perceived from their national counterparts.
America’s Newspapers, the leading trade association for local newspapers nationwide, understands that local newspapers hold a unique place of trust within their communities, especially when compared to national media, social media and cable news. Recognizing this critical distinction, America’s Newspapers commissioned a national study to quantify how local newspapers continue to earn and retain the trust of their readers, even as skepticism about media in general grows.
The 2024 America’s Newspapers Trust Study shows that while public confidence in national news sources is declining, local newspapers remain a trusted source for communities across the country. More than half of Americans see their local newspaper as their most reliable news source, citing the transparency, ethical standards and community focus that are unique to local journalism.
Guest Column: Why local newspapers hold trust while national media slips
By Dean Ridings, CEO | America’s Newspapers
Unlike national media outlets, local journalists are active members of the communities they cover. They’re present at town hall meetings, reporting on school boards and investigating local government. This closeness fosters a relationship of accountability that simply doesn’t exist with national media, which can feel distant or disconnected from the everyday lives of their readers.
Transparency is a defining characteristic of this trust. According to the study, 61% of Americans say transparency is the most critical factor in determining trust in media, and more Americans rate local newspapers as the best at upholding these standards. This level of accountability is not just a practice; it’s a necessity. Local journalists live in the same communities as their readers, which means they are answerable to the people they serve. Local newspapers prioritize showing readers exactly where their information comes from, clearly identifying sources and detailing how stories are reported. This transparency, rooted in their close connection to the community, allows local newspapers to earn trust in ways that national media can’t.
Beyond reporting on the critical issues that
impact local families, local newspapers play a crucial role in supporting democratic engagement and civic accountability. According to the study, 85% of Americans believe that local newspapers are essential to sustaining democracy, and 74% worry that losing their local paper would significantly hurt their community. Local newspapers provide critical insights into local decisions that impact everyday life — issues that national media simply can’t cover in the same depth or with the same understanding.
While local newspapers continue to be recognized as the most trusted media, there are still significant challenges. The impact of the overall erosion in trust in media certainly has a negative impact on local newspapers, who too often get lumped in with the rest of “the media.” And, without question, local newspapers continue to be impacted financially by the shifting advertising models and the actions of Big Tech companies over the years. The financial impact makes it difficult to adequately staff local newsrooms in far too many areas across the country. Newspaper closures, and the resulting news deserts,
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have severe consequences for these communities, and there often isn’t another media source in the area to compensate for the newspaper’s loss. Legislation to support local newspapers is critical to maintaining these trusted, vital media leaders.
America’s Newspapers remains dedicated to supporting these efforts and reinforcing the vital role that local papers play in making sure every community has a voice. In a time when skepticism of media is high, it’s essential to distinguish local newspapers from the larger media landscape. Local newspapers aren’t part of “the media” that people often view with suspicion. Instead, they’re committed members of the community, present in readers’ lives, and devoted to ethical, transparent journalism.
While national media outlets navigate their own trust challenges, local newspapers stay deeply rooted in their communities, providing the kind of honest, accountable reporting that helps ensure an informed, connected and engaged community.
For more information about the America’s Newspapers Trust in Media Study, visit: https://member.newspapers.org/trust-inmedia.html
Dean Ridings is CEO of America’s Newspapers. On behalf of its approximately 1,700 newspaper and Solutions Partner companies, America’s Newspapers is committed to explaining, defending and advancing the vital role of newspapers in democracy and civil life and puts an emphasis on educating the public on all the ways newspapers contribute to building a community identity and the success of local businesses. Learn more at newspapers.org
