The Summerland Advocate-Messenger - Reliable, Trustworthy Reporting, Capturing The Heartbeat Of Our Community

I’ve said it before. I’ll say it again.

I have a love-hate relationship with social media.

While I appreciate being able stay informed about family members, I don’t like the divisiveness I see brewing. Whatever happened to the “we can agree to disagree” mantra? That is the beauty of free speech. If you don’t agree, scroll by. If you are inclined to comment, great, but civility goes a long way.

But the reality of social media, especially when it comes to social media seen as a means of “free advertising,” isn’t so real.

Advertising isn’t free; not on social media, not in the newspaper.

The cost of “free” goes beyond bills you pull from your pocketbook. Someone, somewhere is paying the price.

I’ll admit, we are guilty of using the service, too. We have an office available for rent and it’s posted on the marketplace. We haven’t received one call.

We also place paid advertisements in our newspaper and we’ve placed ads in the Norfolk Daily News. Results? Several potential leads.

Why do we believe in print? It’s powerful.

Research studies have shown that print advertising is more likely to aid retention of information, including logo recognition, more so than on-screen ads.

According to a study conducted by Magazine Media, “Print advertising led to the greatest increases in the metrics closest to purchasing behavior: brand favorability and purchase intent.”

Print matters.

This week, the Advocate-Messenger is partnering with America’s Newspapers, a national organization supporting local journalism. On Page 3, we are featuring an ad supporting print advertising in local media.

When you advertise in, or subscribe to, a local newspaper, the money returns to the community via youth football donations or 4-H sponsorships or road rally backing or post prom patronage.

social media companies don’t purchase bake sale items or split the pot tickets or Krispy Kreme donuts the local dance team sells.

When you advertise locally, that support creates jobs for people who live in the community - you know, those who make an investment in your neighborhood, too.

When you advertise and make purchases locally, tax dollars are reinvested in the community.

social media companies don’t invest in the local economy or your needs. Instead, they rely on boosted or targeted posts and events, which are paid advertising.

And, they rely on your urge to splurge.

I believe community journalism will always have a place. And that starts by clarifying that free advertising does not exist.

Never has and never will.

Someone, somewhere, is paying the price.

Are you?