An interesting point made by a colleague at another publication in Wellington County was the obvious absence of political ads early this season.
Instead, the majority of candidates used pamphlets, flyers, signs, websites or blogs and other promotional vehicles. Knowing what we know, it’s usually best to wait until it’s all over before getting too upset about what could have been an oversight for some campaigns.
Here we are, a week or two after the fact, and it’s time to thank those who chose to advertise in their community Newspaper, whether ours or others. The where of that advertising is inconsequential, for we note all Newspapers here tried to do a thorough, thoughtful job of the election. Candidate nights were covered, introductions to citizens were made and editorial commentary offered. A number of candidates – even those who were unsuccessful – chose to thank supporters with a small display ad this week. We suggest that is community spirit and a subtle understanding of what a Newspaper means to a community.
Every week, Newspapers offer up the News within their community of service. Granted, not all News is good, or favourable to local councils, but it is upon this foundation that most communities have flourished over time. People have an interest in what projects are being proposed and built. They also like to know about events going on, what merchants have on sale or who is celebrating a success of sorts. The charity bake sales, fowl suppers, volunteer opportunities, community theatre, local arts, local agriculture News, local council News, local Sports, health tips, public service announcements, police warnings and News, cultural events, local history, local opinion writers – and the list goes on.
Perhaps that explains the success most community Newspapers still enjoy, while daily Newspapers and international operations seem to flounder more and more.
Of course, the great driver for most Newspapers revolves around advertising revenue derived from the smallest of notices to multi-sheet flyers. Out of that, a publisher hopes to have enough revenue to print, distribute and include News of interest like that noted above. Week-in, week-out, Newspapers foster local commerce which, if community leaders haven’t noticed, remains a fragile commodity in most communities as people dig out of the aftermath of the worst recession since the Great Depression.
Perhaps Newspapers fail in driving that point home, reminding people of the valuable relationship forged between citizen and community every week of the year. The threat of the Internet to its continued success as an industry is just that – a threat that bears watching.
But if community leaders, elected to serve the public and generate goodwill, choose not to include their local Newspaper in the marketing mix, the imminence of that threat is more worrisome than we normally would believe. It also begs a few questions.
What does it say to voters when those elected have not the courtesy to place a thank-you ad? Lots.
Is overlooking their community Newspaper for advertising an oversight brought about by the realization that most Newspapers will continue to try and do the right thing – despite the slight? Perhaps, but then again, ask communities where their local Newspaper has closed or been bought out by a chain, and see how long the right things can be done. Look to communities where the balance between investing in the success of a local Newspaper was tipped in favour of seeking free publicity all the time, resulting in no paper at all.
Have some candidates taken their Newspaper for granted? Many people do, except when it comes time to publish a letter to the editor, publicize an event or organize a function of community interest. Think about the windmill proposals as an example where the community has engaged itself.
Have those politicians bought into the myth of social networking, which amounts to preaching to the converted over and over, rather than attempting to engage the masses? If that is the case, it will add to the list of disenfranchised voters and people who are not part of an increasingly exclusive club.
We have to hope it’s a case of just not thinking it through and making a very private party of a very public event.
