W R I G H T S V I L L E B E A C H ’ S C O M M U N I T Y N E W S PA P E R S I N C E 2 0 0 2
January 2, 2020 - January 8, 2020
luminanews.com
Volume 19 | Issue 1 | 25¢
Unless new funding sources emerge, Lumina News will halt publication in mid-January Sale of paper, partnerships possible solutions to preserve Wrightsville Beach’s local source of news and information By Terry Lane Lumina News Owner & Publisher
On January 9, the Lumina News will stand at a precipice, one that could end the only local source of news for Wrightsville Beach. Unless something changes before then, namely a sale or new sources of revenue, it will likely be the last printed edition of the Lumina News, and therefore, the beginning of the end of Wrightsville Beach having a local news source. The website will remain operational for a while, but it’s unclear how long that will be sustainable. While things at this point are bleak, there are some options for saving Wrightsville Beach’s local news source, as I will explain below. But first, I want to illustrate some of the challenges that the Lumina News faces. The Lumina News supports its operations on advertising, and in particular, legal advertising. Consisting primarily of foreclosure notices and notices to creditors, which notify the public of the transfer of an estate following a death, these advertisements are legally required, and the Lumina News is one of only four publications in New Hanover County that is entitled to run them. This is one of the ingrained advantages the Lumina News has, as these mandatory ads “walk through the door,” with no requirement to go sell them. They come in the form of e-mails and phone calls and are sold at a premium rate. Without them, the Lumina News would have died a long time ago. However, there are a few caveats that go with these advertisements. The newspaper must be published in the broadsheet format (as opposed to the
folio format that local entertainment publication Encore uses), it must be sold (though some copies can be distributed for free at certain locations), it must have a mailing subscription list and it must maintain a local office to conduct business. But most critically, to maintain the legal ad publications, the newspaper must print 51 times a year, essentially requiring weekly publication. This weekly publication requirement has always put a strain on production of the newspaper. On January 9, a series of legal ads will fulfill their required four-week run. At this point, there are no ads sets to replace them, meaning the next slated issued, January 16, would have no legal ads. Over the last several years, the newspaper has struggled to attain profitability, as the requirements of weekly publication have acted like a concrete boot on the foot of a drowning man. It makes no financial sense to publish on that day and with that break in publication, it may not make sense to ever publish again. As many of its loyal readers know, I took over as owner of the Lumina News from my position as news director in February 2017. Thrust into the role of publisher, I had to learn on the fly how to run a newspaper. It was a daunting task, but it was also a dream come true, so I threw myself into the role. Over the past three years I have learned many things about being a newspaper publisher, but through it all, one overwhelming truth has emerged: it can’t be done solely through the efforts of one person. And for the most part, that’s what I’ve been trying to do. While there had been some setbacks early on, including an absurd email failure that resulted in the loss of my best legal ads client, by September 2018, I believed things were essentially still under control. And then Hurricane Florence happened. While the Lumina News suffered no physical damages, the disruption has served as a lingering obstacle that has never been surmounted. Most of what I did to respond was too little and too late. With the cessation of the print publication, Wrightsville Beach will likely fall into a “news desert,” with no source of local news. Yes, there will still be the Wilmington Star-News, along with the two TV stations and the subscription website Port City Daily. But as someone who has specialized in
WB Fire Department to host one-day citizens fire academy this Saturday Interested to learn more about how the Wrightsville Beach Fire Department operates? The fire department is hosting a one-day citizens fire academy this Saturday, Jan. 5 from 9 a.m. - 5 p.m. The academy is geared for adults and will be held at the town’s public safety building at 3 Bob Sawyer Dr, near Wrightsville Beach Park. The academy will offer an inside look at how the department operates, with demonstrations of the equipment, a tour of the facilities, and information presentations about the different services the fire department offers. After beginning with a coffee and welcome by fire officials, they academy will begin with a session titled “All About Fire Trucks”, where participants will team up with on duty firefighters as they go through their daily checks of the fire trucks and other fire equipment. The day-long academy continues with a tour of the firehouse, followed by informational sessions on how the fire department operates and how it provides emergency medical services, which includes a demonstration of the EKG rescue device that is used to resuscitate a person suffering from a heart attack. Then, participants of the academy will learn about the department’s ocean rescue division and how it helps keep ocean swimmers safe during operation in the summer months. For lunch, participants will have an opportunity to enjoy a meal prepared by fire captain Jeff Williams, who is also a chef. After lunch, participants will learn about the fire department’s use of drones, and will get the opportunity to see how they are flown. Then, participants will join the firefighters at the department’s training grounds, where they will have a chance to engage in some of the training drills themselves. As the academy concludes, the participants will learn the history of the 1981 Doak fire, a blaze at an apartment complex that took the life of Lt. Robert Wynn, who had died while trying to stop the fire from spreading to an adjacent building. The events of this fire are regularly taught by the department, partly to emphasize the need for a quick response in a beach town where buildings are often close together and ocean winds can quickly spread the flames. The academy will conclude with information about the department’s accreditation and ISO rating, which is used to help determine local insurance rates. Preregistration for the citizens academy is required by email to Fire Chief Glen Rogers at grogers@towb.org or call (910) 239-1701.
Wrightsville Beach news over the past five years, I’ve seen how stretched these local organizations have been. I often have local news stories all to myself. Often, I break stories that they follow, acting as something of a tip sheet for them. These news organizations will be able to make time for Wrightsville Beach news for high-value stories, but a lot of the regular stories of local importance will be ignored or simply undiscovered. It’s not a slight on my journalism colleagues. Everyone is spread thin in this rapidly changing media marketplace. However, while things are bleak for the future of Lumina News, there are some possible ways forwards that could help save this local news organization.
Options for going forward 1) Partnerships, supported by a coalition of new advertisers - While I am the sole owner of Lumina News, I’m certainly willing to consider others to partner with me. In fact, I had been exploring this option, with two potentially good candidates, each bringing their own distinct talents and abilities. However, neither has the ability to bring the necessary funding. While establishing a partnership is a viable way to operate and grow the paper going forward, there would need to be a solid commitment of new advertising dollars. 2) Benefactors - Unlike some other local news sources, the Lumina News still operates a free website. It is helmed by an experienced journalist working to provide an objective, balanced source of news for Wrightsville Beach and the surrounding area. If an individual, or series of individuals, wants to help fund the operations, I’d certainly be willing to entertain those discussions. I realize that this funding could come with conditions, which I would also be willing to accept, so long as they don’t limit or interfere with the unbiased presentation of relevant news. 3) Sale of the paper - The Lumina News is currently one of only four newspapers in New Hanover County to accept legal advertising. This is an ingrained source of revenue that can currently covers the costs of publishing the Lumina News. It
must still find new advertising or revenue sources to grow. However, with these ads, there is a foundation from which to build. I have always believed that there is opportunity in publishing the Lumina News, and will continue to believe this is the case. Simply put, while I still have ideas that I believe can make the newspaper successful, I’m running out of the time, energy or funding to execute them. But perhaps someone else possesses these things. There are several ways a sale could be executed, depending upon how much training is needed and other conditions.
Why the Lumina News is important
Some may ask, correctly, that if the newspaper struggles as a business, why should it be saved in the first place. It’s a fair question, but I still strongly believe that only newspapers have the ability to deliver certain types of vital information in a media age increasingly dominated by noise and distractions. Over my time as owner and publisher, I’ve seen how the media marketplace has changed, what the Lumina News has to offer and how it can remain relevant in this new landscape. What was most noticeable is how difficult, as a weekly, it is to remain relevant on imagery. With Facebook, Instagram and other social media platforms becoming so prevalent, many people have become something akin to their own news platforms, and not always with great results. But the rise of social media also demonstrates the need for publications like the Lumina News. A great example is the criminal case of the man who was recognizable by his frequent walks around the Loop (I’m not naming him again, this is only mentioned by way of example.) Arrested on drug charges, his face was pictured on Wilmington mugshots website, with many people quick to share his picture, including the charges. However, there was much more to the story than the charges. He chose not to respond to my efforts to reach him, but nonetheless, my interviews with police sources brought more clarity to what n See LUMINA Page 3
Wrightsville Beach Eagle Scout Beautifying for Butterflies By Sherri Robinson Contributing Writer
Connor Jones is an Eagle Scout; he belongs to Wrightsville Beach’s Troop 232. The Troop was first chartered and accredited by the Boy Scouts of America in 1963 but became inactive from 1982-1989. Reactivated with its current sponsor, Little Chapel on the Boardwalk, in 1989, Troop 232 has been a continuous member of the Cape Fear Council and the Masonboro District of Boy Scouts of America. Jones, just as Eagle Scouts before him, completed his Eagle Scout Service Project, which involved designing, constructing, painting, and erecting butterfly boxes in Harbor Way Garden. Butterfly boxes provide a convenient area for butterflies to find shelter from the elements and to hide from hungry predators. They are an attractive addition to any garden and help to attract and keep butterflies. An Eagle Scout Service Project provides the opportunity for a Scout to demonstrate leadership of others while performing a project for the benefit of his community. Jones demonstrated his leadership and service to his community in submitting his plan
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for local and district approval, enlisting his fellow scouts to assist in the erection of the boxes, and placing the beautiful boxes in the Harbor Island Garden Club’s
award-winning Harbor Way Garden, a community garden. “I wanted to do something at Wrightsville Beach Park n See BUTTERFLY Page 2
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