New research: Small-market newspapers in the digital age

We embarked on our research with a relatively simple yet ambitious research question: How are small-market newspapers responding to digital disruption? Key Findings:

1. We need to talk about the experience of local newspapers in a more nuanced manner. 
2. Local newspapers may be in a stronger position than their metro cousins.
3. Change is coming to smaller papers, but at a slower pace.
4. The consolidation of main street is changing local advertising markets.
5. Financial survival is dependent on income diversification. The evolution of local advertising markets and, in particular, the consumer retail experience makes it increasingly important that local newspapers continue to explore opportunities to broaden their revenue and income base. 
6. There is no cookie-cutter model for success in local journalism. Each outlet needs to define the right financial and content mix for itself. 
7. The newspaper industry needs to change the “doom and gloom” narrative that surrounds it.

We share the cautious optimism about the future for small-market newspapers expressed by many of our interviewees. We hope you do, too.