Connect with readers to grow circulation

Jim Pumarlo

Nov 1, 2026

Establishing credibility and building trust are essential elements to making a sale to a potential customer. Develop relationships to make selling yourself and your product easier.

In simplest terms, newspapers must reconnect with their audiences to grow circulation. The challenge is much steeper in today’s fragmented media landscape. The assignment is even more formidable in a growing environment of remote and hybrid remote positions where many newspapers do not even have a physical presence in communities.

COVID-19 had a dramatic impact on news operations in two respects. Loss of advertising and print revenue severely downsized reporting staffs. Out of necessity, in-person reporting became the exception rather than the norm. Staffs relied on other means, such as monitoring meetings via Zoom or cable broadcasts and conducting interviews via telephone or email exchanges.

It’s unfortunate, but many traditional news sources continue the practices, viewing remote conversations as the standard. In worst-case scenarios, reporters deal solely with the communications and PR folks and are given written statements with no opportunity for follow-up. Most disappointing, many newsrooms appear satisfied with reporting shortcuts.

I might be a dinosaur in recalling the heyday of community newspapers, but I remain a firm believer that nothing replaces the value of face-to-face interaction. Reporters should strive for that whenever possible.

HERE ARE TWO RECENT EXPERIENCES

I recently presented a seminar on "Sources and Beats: Reconnecting with Your Community” to a state press association. Among my points, I underscored the value of regularly visiting city hall, the cop shop and the courthouse. Making the rounds — even infrequently — not only will enrich the reporting of those beats, but you’ll also be surprised at other stories that surface from individuals’ everyday experiences outside their jobs. I asked the roomful of 40 journalists how many physically made the rounds. No one raised a hand.

On a personal front, I recently secured a freelance assignment to chronicle an attorney’s career for his 50-year celebration. He lived 200 miles away and envisioned a telephone or Zoom interview. I insisted on an in-person conversation and made the three-hour drive. We spent three hours together and had lunch.

It was a long day, but the resulting story will benefit.

It’s worthwhile to regularly brainstorm with employees in all departments on ways to reconnect with readers.

Familiarizing yourself with all aspects of community is paramount to producing substantive stories. Everyday contact is at the core of building confidence with readers. If you are a part of community, it’s far easier and more meaningful to execute the strategies.

I accept that tightening resources demand shortcuts. But consider a new editor who introduces himself to readers, underscoring the importance of local newspapers to the communities they serve. Three months into the job, he continues to report for both his old and new employers for communities 600 miles plus apart. This is taking the hybrid remote job model to a new definition and raises serious questions about the ability to relate with local audiences, keeping a pulse of the word on the street

As newspapers seek to maintain and grow their footprints, consider this action item for all members of the newspaper family, no matter the department or responsibility. Seek to regularly connect with someone beyond your normal circle. Don’t set unreachable goals, but stick to a schedule — once a week, once every two weeks or once a month. It might be a telephone call, conversation over a cup of coffee or lunch, or interaction at a civic club. Ask what they identify as the newspaper’s strengths and weaknesses. What would they like to see more of … or less of? Then find a way to share the feedback with everyone at the newspaper. Discuss and develop possible action items within your means.

Most importantly, have employees deliver a lasting message with every new contact: Your local newspaper is a living history of your community, delivering exclusive value to readers.

Jim Pumarlo is former editor of the Red Wing (Minnesota) Republican Eagle. He writes, speaks and provides training on community newsroom success strategies. He is author of “Journalism Primer: A Guide to Community News Coverage,” “Votes and Quotes: A Guide to Outstanding Election Coverage” and “Bad News and Good Judgment: A Guide to Reporting on Sensitive Issues in Small-Town Newspapers.” He can be reached and welcomes comments and questions at jim@pumarlo.com.