Two main things in the world of the Internet have been contributors to the circulation decline of many community papers, especially non-daily ones.
One is something that many editors would probably quickly guess — the Facebook group. I have been an editor or editor-publisher at papers where this has been an issue. Newspaper editors know that part of our work involves shooting down gossip. But, trying to do that with what pops up on the normal Facebook group dedicated to issues of your small town? Like playing Whac-a-Mole.
The other issue is probably not readily apparent.
It's your local radio station, or specifically, its website.
Back in the day, your small town radio station's program manager or news director took a note pad and maybe a non-digital tape recorder to the city council or school board meeting, if he or she attended. Next morning, in the hourly news updates, he, she or other staff read what happened, or the highlights thereof, along with state and national news.
Today? That goes up on their website.
And, it doesn't undercut them the same way your website, especially if not paywalled, can undercut you.
The radio station is still making its money on broadcast advertising. The only way it's hurting itself is if it's streaming its broadcast on the website at the same time and advertisers are demanding cheaper rates.
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