By Joyce Carlson with association files Reading a newspaper is not like reading a novel, a magazine, a history book, poetry, prose or any other type of literature. Newspapers are not about what has happened in the past, what is happening some place else, or what happens in an author’s imagination.
Newspapers are about us.
Newspapers are about our child’s first school field trip, a weekend hockey game, a festival or an increase in our property tax rate. At least those are the things that a relevant newspaper is all about whether you read it online or sit down with a morning cup of coffee and enjoy the traditional printed edition.
Newspapers are all about the communities they serve. Really, it is not all that complicated.
In fact, it is rather basic.
In a quest to be more modern, to be more business savvy, or to use more silicon, we cannot lose sight of the single most important characteristic and historically important aspect of a quality newspaper—you, our readers.
We hold public officials accountable, advocate for openness in government and champion the cause of ordinary citizens, because we are committed to the neighbourhoods and coverage area we serve.
Newspapers do not make the news. They report it.
Of course, a newspaper wants to celebrate its community. We share the great human-interest stories, provide a slice of life in the country, highlight worthwhile causes, focus on interesting people and most especially on our young people with every edition.
We work every day to remain a vital and positive part of the community.
We work every day to give citizens a voice, to empower them and tell their stories.
We are not the enemy of government—rather we are the champions of citizens—of our community.
We know if newspapers do not stand up for citizens and protect the rights of free speech and the rights of access to government, then no one will.
Newspapers should be the most powerful advocate citizens have and be their open forum for a redress of grievances.
Newspaper content is now ubiquitous, available and accessed on every platform and device. And despite the common perception that the younger, digitally-native generation has abandoned newspapers, research shows quite the opposite. Some 57 per cent of young adults, ranging in age from 18 to 34, read newspaper content in a given week. This is a strong indication that the industry is still a relevant and vital source of information, even to Millennials, who coincidentally also contribute heavily to the growth of mobile readership.
The reason for this is simple. With the deluge of information available on the Internet, people of all ages rely heavily on sources they trust to provide accurate content and quickly sift fact from fiction.
Our audiences recognize this, rating newspapers as the most trusted of all media forms in a recent Nielsen study. While 56 per cent say they trust newspapers, 52 per cent trust local television and only 37 per cent trust social media.
October 6 to 12 is National Newspaper Week across North America.
Joyce Carlson is publisher of Peak Publishing, a member of BC and Yukon Community Newspapers Association, Newspapers Canada and Suburban Newspapers of America.
