SAM selected for national news initiative

The Summerland Advocate-Messenger has been selected to participate in a national initiative aimed at strengthening the future of rural community newspapers, giving local readers, advertisers and residents an opportunity to help shape the newspaper's next chapter.

This month, the newspaper will partner with journalism leaders and researchers to gather feedback on what readers value most, where improvements can be made and how local news can remain strong and sustainable for years to come.

The project will include focus groups, community surveys and public discussions, with input from Summerland residents helping guide future priorities for the Advocate-Messenger.

Dr. Nick Mathews, assistant professor of journalism at the University of Missouri School of Journalism and co-author of Reviving Rural News: Transforming the Business Model of Community Journalism in the U.S. and Beyond, will lead the initiative.

"The Advocate-Messenger stood out to me because of its incredible commitment to this community," Mathews said. "I'm excited to help build on its foundation while continuing to develop a model that demonstrates the vital role strong local journalism can play."

Local news organizations across the country are facing significant financial challenges, and those pressures have only intensified in recent years. Mathews points to research showing that more than 225 U.S. counties are now classified as "news deserts," with hundreds more at risk of losing their local news outlets.

Rising printing and delivery costs, coupled with changing reader habits, continue to reshape the economics of community journalism, particularly for weekly newspapers. Through this initiative, Mathews will work with the Advocate-Messenger to develop and refine a sustainable financial model designed to strengthen the newspaper's long-term future while ensuring it can continue serving the community for years to come.

"The economics that built the newspaper industry made sense for the 19th century, but they don't reflect the realities of today's marketplace," Mathews said. "For generations, newspapers relied on low subscription prices supported by advertising revenue. That balance no longer exists. If local newspapers are going to survive, they need business models that match today's challenges."

The Advocate-Messenger is joining community newspapers in Kansas, Nebraska, North Dakota and Wyoming that have participated in the initiative to strengthen local journalism while developing sustainable business models.

Publishers Scott and LuAnn Schindler said the project aligns with the newspaper's mission of serving the communities at the heart of its coverage.

"As we kick off our eighth year of publication, we believe the input we receive will help us create a road map for the next 25 years and beyond," LuAnn Schindler said. "Being part of this project is an incredible opportunity."

For Mathews, the partnership extends beyond testing new business strategies. He said the Advocate-Messenger's dedication to its community made it an ideal newsroom for the project.

"From the moment I got to know the newsroom, I could see the passion the Schindlers bring to serving readers and telling the stories that matter most," he said. "There is a deep sense of purpose here."

The Schindlers launched the Advocate-Messenger in 2019 with a commitment to hyperlocal journalism focused on the people, places and events that define the Summerland area.

"Our focus since the beginning has been on the people and places in Summerland communities," Scott Schindler said. "We invite readers and non-readers alike to help build the newspaper's future."

Use the link - https://forms.gle/jwzKfgLwnecmgJvs5- to participate in the survey and tell us what you want in the Advocate-Messenger.