Blueprint points path forward for North Dakota’s strained local newspapers
Michael Standaert
North Dakota News Cooperative
Shrinking profit margins, aging ownerships and headaches from factors beyond their control like postal delays continue to strain local newspapers across North Dakota.
While some of the 73 local newspapers in the state are in critical condition, the bigger picture is not one of dying out, but of hope for the future anchored by their importance to local communities.
A two-year effort to gather data called the Future of Local News Initiative, led by the North Dakota Newspaper Association and the Rural Development Finance Corporation, finds some reasons for optimism and several paths forward for journalism prosperity.
The effort, supported by a grant from the Bush Foundation, brought together journalists and publishers from across the state to gather a rare data set through surveying newspaper owners, journalists and consumers.
The group released a final report of their key findings on Jan. 29, with the data paving the way for pilot programs to address challenges going forward.
“This has been the most focused effort that the North Dakota Newspaper Association has ever done to quantify where we are at as an industry,” said Cecile Wehrman, NDNA’s executive director.
Trust in print
The data gathered includes finding that 9 out of 10 news consumers believe having a local newspaper is important, with a similar amount saying that losing a paper harms local communities.
Newspapers are also the most trusted local news source, according to the data gathered by research partner Coda Ventures.
Chris Gessele, a development specialist with the North Dakota Association of Rural Electric Cooperatives Cooperative who was involved with the effort, said that struck him most about what the research found.
“People trust newspapers,” Gessele said. “They view them as one of the more accurate media outlets or media forms out there.”
Residents of the three counties where papers no longer exist - Sioux, Dunn and Slope - value papers even more, showing how those losses impact communities.
In those counties, 96 percent said having a newspaper is important, 87 percent said they would subscribe to a paper if it existed, and 21 percent said they would be willing to donate to help fund a newspaper beyond subscribing.
“The absence of papers is really noticed in those communities,” Gessele said.
Joy Schoch, publisher of the Dickinson Press, a Forum Communications newspaper, said having data to back up the vital importance of newspapers has been an important outcome from the project.
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