By Jack Guza
When I find myself inundated with negative ads from a political candidate toward their opponent, or a particular product that claims to be better than the competing brand, I often take a second look at the person or product that is the recipient of the trash talk. Almost always, the reason for the negative talk is because the person or product getting attacked is well received by the majority of the people. It’s easier to claim ineffectiveness rather than providing positive information about one’s self that people will want to support, or a product that people will want to buy. I believe that people know what they want and are intelligent enough to make their own decisions without someone telling them they should like someone or something, simply because they say you should do so. I don’t want anyone to tell me why I shouldn’t like a person or a product as I am capable of making my own decisions when I am given the opportunity to receive pertinent information. I will look at what each person or product has to offer and then decide which I choose to support with my vote at the polls or with my dollars at the cash register. Wouldn’t it be refreshing to see a political candidate explaining to you in your local community newspaper, what he or she actually will do if elected, rather than the constant barrage of negative attack ads directed at their opponent on TV? You could actually get to know the candidate by reading their own words and learning in detail what they stand for and how they plan to address tough issues. This would certainly help you choose the person you feel would address your concerns.
There are also those who will claim a tried and true product or medium is no longer preferred because it is in their best interest to do so. A perfect example of this is when some say newspapers are no longer effective and that most people prefer receiving their news and information electronically…Really??? While today’s newspapers offer multi-media options and will continue to do so, publishers know their readers and advertisers want and need their print publication for many reasons, primarily because they are highly read and extremely effective news and advertising mediums.
According to the 2011 results of an annual survey conducted by the National Newspaper Association (NNA), and the research arm of the Reynolds Journalism Institute at the Missouri School of Journalism, print is the preferred medium in multiple categories. The study shows that 74 percent of people in communities served by a newspaper with circulations under 15,000 read a local newspaper each week. They prefer the printed copy to the online version, with 48 percent saying they never read the local news online. They prefer to receive advertising through the newspaper (51 percent) instead of on the Internet (11 percent); and only about a quarter of respondents said they had found local news through a mobile device in the past 30 days. Slightly more (38 percent) said they had received local shopping information by mobile device. The local community newspaper is the primary source of information about the local community for 51.8% of respondents compared to seeking information from friends and relatives (16%) and TV (13.2 %.) Readers are seven times more likely to get their news from their community newspaper than from the internet (7.4%). Less than 6% say their primary local news source is radio.
Print is engaging and oh so convenient. Like the 1977 hit by Lionel Richie and the Commodores, reading your local newspaper is “Easy Like Sunday Morning.” There’s nothing like settling in and reading your local paper wherever and whenever it fits your busy lifestyle. The staff at your community newspaper work long hours to bring local news and advertising offers from area businesses together for you in a handy and easy to read format each and every week.
Fortunately, the electronic age is here to stay. The internet, smart phones, iPads and notebooks are wonderful tools that have a place in our lives - just as newspapers do. You don’t have to choose one over the other. Use whatever you would like and soak up the information. The internet offers a (world) of information at your fingertips. However, when I want to put my thumb on the pulse of the community that I choose to live in, I find the most comprehensive source of news, local information and advertising offerings that affect myself, my family, friends and co-workers in my local community newspaper. That’s why I choose print!
Jack Guza is the Executive Director of Community Papers of Michigan / jackguza@cpapersmi.com / 800-783-0267
