08/07/2025
A Response from the Sun-Telegraph regarding misinformation being circulated about the role of print media and/or local newspapers:
Recent coverage regarding the closure of several newspapers formerly owned by News Media Corporation In Wyoming and Nebraska has left a troubling impression: that the end of print is inevitable and perhaps even overdue. That idea is not only misleading, it's an insinuation that’s harmful, and more than a little ignorant.
It is deeply unfortunate when any newsroom closes its doors. But to suggest these closures reflect the irrelevance of print is a disservice to readers, communities, and the entire profession of journalism.
Print media remains a vital, trusted, and resilient source of news for millions of Americans, especially in rural and small-town communities. It continues to serve a crucial role that digital-only platforms have not been able to replace.
According to industry studies, print advertising significantly outperforms digital in key performance areas. A recent analysis showed that consumers trust print ads more than any other medium. Print campaigns also lead to up to 77 percent higher brand recall and stronger emotional engagement than their digital counterparts.
Far from being outdated, when used in integrated campaigns, print advertising can boost effectiveness by as much as 400 percent. This cross-channel strength creates deeper engagement and higher return on investment; benefits felt most clearly in local markets where relationships and reputation matter.
Even in a digital world, many people still prefer physical newspapers. That preference is not about habit, it’s about substance. Print delivers a tactile, distraction-free reading experience that leads to greater attention and retention. Readers aren't just skimming headlines; they’re investing time in their own communities.
And while print may be evolving, its importance has not diminished. It shows up where digital cannot, on kitchen tables, in waiting rooms, in community centers. It serves as a public square, a watchdog, and a scrapbook of local life. Unlike broadcast media, where audiences often change the channel during commercial breaks or pay extra for premium subscriptions to avoid ads entirely, print advertising remains present and accessible for as long as the publication exists. Even when readers are not consciously looking at it, print leaves a lasting impression, and when the need arises, memory recall often brings that ad or story back to mind. In news coverage, broadcast formats are bound by strict time limits, often condensing stories into less than a minute, sacrificing depth for speed. Print has the freedom to take as much space as necessary to present the complete story, with context, detail, and accuracy that time restricted formats simply cannot match.
The decision by one corporation to exit those towns is NOT proof that print is unsustainable. What it IS, is evidence of what happens when ownership becomes too distant from the communities it is meant to serve. Local journalism thrives when it is led locally, supported locally, and trusted locally. There are many examples across the country where print newspapers are succeeding. Not just surviving, but SUCCEEDING, by focusing on exactly that.
I am disappointed (but not at all surprised) by the shade and implication that the closure of a few papers reflects the state of the industry. It does not. It reflects the consequences of consolidation, cost-cutting, and disconnection. But more importantly, it reminds us that where others see an ending, many of us see a reason to keep going, and with more commitment and determination than ever before.
The story of print is not finished.
It is evolving.
And it is still being written every day... in INK.
Warmly, but Adamantly,
Barbara Perez
Sidney Sun-Telegraph - Editor and Publisher
