As we recognize National Small Business Week, it’s worth spotlighting a local business that plays a unique dual role in communities across the country: the local newspaper. Not only are newspapers themselves small businesses – they’re also a driving force behind the success of other small businesses. From the corner hardware store to the family-run restaurant, local businesses rely on newspapers to connect them with customers, build trust and drive sales. Newspapers provide the original Main Street marketing platform – and they still do it better than anyone else.
Local newspapers do more than report the news; they help drive the economic engine of their communities. They are the go-to advertising partner for small businesses looking to reach real, local customers in a trustworthy environment. In fact, 83 percent of American adults say newspaper advertising is important, and more than half use newspaper ads to decide where to shop, what to buy and which local services to trust. Advertising in newspapers isn’t background noise. It’s sought out – because it’s seen as useful, reliable and relevant.
Why? Because ads placed next to trusted content carry that same trust. That’s backed by the national Trust in Media study, which found Americans overwhelmingly believe local newspapers are transparent, ethical and invested in their communities. They provide the kind of brand-safe environment where an advertiser’s message matters — and where readers actually pay attention.
But let’s not forget local newspapers are small businesses, too. They hire reporters who know the backroads and the city council schedule. They employ sales teams whose job is to help other small businesses succeed. They rely on local professionals in production, distribution, customer service and accounting. Every part of the newspaper operation feeds back into the community – creating jobs, supporting families and strengthening the local economy.
In fact, local newspapers employ more journalists than any other local media. That means more eyes on what’s happening in your schools, your neighborhoods, your town halls – and more accurate, relevant information for readers and consumers.
During Small Business Week, supporting small business means more than shopping local – it means investing in the institutions that help every other small business thrive.
Support your community. Support small businesses. Support your local newspaper.
For more information about the Trust in Media study, visit newspapers.org.
On behalf of its approximately 1,700 newspaper and Solutions Partner companies, America’s Newspapers is committed to explaining, defending and advancing the vital role of newspapers in democracy and civil life. We put an emphasis on educating the public on all the ways newspapers contribute to building a community identity and the success of local businesses. Learn more: newspapers.org.
Dean Ridings is CEO of America’s Newspapers. For more information, contact him at dridings@newspapers.org
