Southern Utah News Articles
NNA survey: Small town residents depend on their community paper
Two-thirds of residents in small towns across America depend upon their local newspaper for news and information, according to the National Newspaper Association’s most recent newspaper readership survey.
NNA, founded in 1885, represents 2,200 members across the U.S. Its mission is to protect, promote and enhance America’s community newspapers. Most of its members are weekly or small daily newspapers in smaller or niche communities.
The survey noted that more readers are using mobile devices to shop, read and communicate. The number with smartphones jumped from 24 percent to 45 percent, and 39 percent said they used the phones to access local news.
Newspaper websites remained the leading provider of local news, followed distantly by a local TV station’s site and then by national aggregators, such as Google and Yahoo.
The annual NNA Community Newspaper Readership survey was completed in 2013 in partnership with the Center for Advanced Social Research of the Reynolds Journalism Institute at the University of Missouri. Surveyors reached 508 households in communities where a local newspaper of circulation of 15,000 or less served the communities. The survey began in 2005. It has consistently shown the community newspaper to be the information leader in smaller communities.
Trust in the local newspaper remains high, the survey found.
Overall, readers in the 2013 survey gave high ratings to the accuracy, coverage, quality of writing and fairness of news reporting of the local print newspapers. In “coverage of local news,” “quality of writing” and “fairness of reporting,” their combined ratings were higher than in 2012.
•94 percent of readers agreed the newspapers were informative.
•80 percent said that they and their families looked forward to reading the newspapers.
•78 percent relied on the newspapers for local news and information.
•72 percent said the newspapers entertained them.
Local readers also like to share their newspaper with others. The “pass-along rate” of the primary subscriber’s sharing with others rose in 2013 to 2.48, compared to 2.18 in 2012 and 2.33 in 2011, possibly indicating continued economic pressure from the fallout of the Great Recession as families economize by purchasing fewer individual copies.
Striking was the finding that nearly one-third of households still do not have Internet access at home. The finding parallels similar conclusions from the U.S. Census Bureau and others that continue to report slow growth in Internet penetration across smaller, and particularly rural communities.
NNA President Robert M. Williams Jr., publisher of the Blackshear (GA) Times, remarked that the RJI research consistently shows the community newspaper as the dominant information medium in their communities. “We know that it is very difficult for a good community to survive without a good newspaper and vice versa,” Williams said. “The high levels of trust, the consistent pass-along rate and the desire to find the newspaper in whatever medium the reader wishes to use—whether mobile, print or Web—demonstrate the value of good community journalism.”
Williams’ theme during his presidency has been the interdependency of local communities and local newspapers. “As I often say, if you want a Big Mac, you go to McDonald’s. If you want local news in Blackshear, you go to the Blackshear Times. That high quality news franchise is replicated across America – particularly in smaller communities – in ways that electronic media can only enhance, not supplant. As our electronic mission develops, we remain strong in print and proud of it. We are thankful for America’s readers, who use our news and information and make our communities strong,” he said.