Home businesses are small businesses, such as a hardware store, cafe, or auto repair shop. They are not just “the media”. They are employers, patrons, accountants, and neighbors, and their work is ubiquitous in society.
This year, collaboration is our focus at SaveYour.Town, and I want to talk about how local newspapers and businesses can really work together. Both sides bring value. Your newspaper can be a wonderful resource for your business, and your support helps keep local journalism strong.
Share Your Press Release
Newspapers still do what everyone else does best: get local information in front of local people. If you have something to share—a new product, an event, a success story—send a press release to every paper you can find: your hometown, nearby towns, and regional stores.
A good advertising agency will not only print your story, it will help you build on it. They can make ads funny, stop your business, or help turn those small stories into big presences. Local news and local advertising work hand in hand, keeping attention, dollars, and pride where it belongs: in your community.
If they don’t do this automatically, you can do it yourself: record your own ad and ask about it when you handle the press release.
Pictures That Make Newspapers Make Everyone Smile
In one small town, the local newspaper published pictures of all those who bought seats Save the Webster Theater to raise money. People cut their photos, share them, and proudly display them. That’s the magic of local journalism—it celebrates people, connects neighbors, and turns ordinary moments into community pride.
No social media algorithm can do that. Only a person who knows the people and the place can.
What can you do in your area?
Newspapers Enter a New Way of Marketing
Newspaper marketing used to be i how to reach your audience. Now, it’s part of a mix that includes social media, email newsletters, and websites. Successful newspapers have adapted; they publish both online and in print, meeting readers where they are.
Your local paper may offer digital ads, social media promotions, or direct marketing campaigns. Those “innovations” are built on the trust and relationships newspapers have built up over decades. Going digital doesn’t replace print—it expands your reach while keeping your connection local.
Collaboration, Not Just Ads
Your hometown paper already captures the heartbeat of your community—business updates, church events, reunions, and celebrations. Now is the time to think about how you can collaborate more deeply.
How can your business and your newspaper combine campaigns, share stories, and build lasting relationships? When you work together, everyone benefits. News is rich, the economy is strong, and the sense of pride is deep.
Supporting your local newspaper is part of “shop local.” A town that values its local issues is investing in its future. When local media loses revenue, you feel it—in fewer stories, less coverage, and fewer opportunities to connect. Supporting your paper means investing in your city’s voice—and your business benefits from that, too.
Tell Your Own Story
Newspapers can strengthen their connection with the public by telling theirs his story. Don’t assume people know what you’re doing—show them.
- Share the range of what you cover, from birthdays and sports to social gatherings.
- Introduce your team so students can connect faces and lines.
- Celebrate your achievements and update students next.
- Use your website and social media channels to share more stories beyond the publication.
Many of you are already showing up at council meetings, Friday night games, and ribbon cuttings. Share obituaries, honors rolls, and important community events—let us know where to find that news online, too.
Make It Easy To Work With You
A simple “Work With Us” web page or one sheet can make advertising easy for local businesses. Include who your readers are, which categories perform best, and when seasonal peaks occur. That turns your newspaper from an “advertising place” to a “partner helping small businesses grow.”
Here’s what would go on that page or one simple sheet:
- Who reads your paper: top age groups, key ZIP codes, and most popular categories.
- When they read it: weekday vs. weekend audience.
- Which categories work best for which audience: weekend features for families, sports for local fans, professional business page.
- Seasonal events: back to school, holidays, elections, major local events—so marketers can plan their campaigns.
Go Deeper with Small Businesses
Small businesses and newspapers need each other. Let’s go beyond “Do you want to buy an ad?” and instead ask, “How can we work together for a long time?”
Try things like these:
- Basic ad scheduling times
- Sit down with businesses and help them:
- Define their ideal customer using your learning data.
- Choose the appropriate categories and dates.
- Set a realistic frequency for the message to run.
- “Follow Us” Packages Don’t just run ads—help track what’s happening. Put in:
- A clear call to action (bring this coupon, scan this QR code, visit this URL).
- A unique coupon, QR code, or URL for that campaign.
- A simple tracking sheet or shared dashboard.
- A summary of the results at the end: what worked, what didn’t, and what to try next.
- Student surveys of advertisers. Ask sponsored questions from time to time like:
- “Where do you buy presents?”
- “What restaurants do you usually visit?” This engages readers and gives marketers insights they can’t get from a standard online dashboard.
These measures can transform newspapers from simple ad sellers into trusted community partners and problem solvers.
A local store is very important these days. And that includes your local newspaper.
- About the Author
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Deb Brown comes from a farm outside of Geneva, Iowa, with a population of 141. His heart lies in sharing the opportunities of small towns. Deb travels a lot, taking back roads when possible, and talking to locals, sharing stories of other small towns and encouraging anyone who will listen. He is the founder of www.saveyour.town and owner of Building Possibility.
