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Recession adversely affects advertising budgets; forces local newspaper out of print
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Community newspapers serve a valuable purpose. They inform residents and businesses of local heroes and the issues that directly affect their own neighborhoods.
Toni Richard, editor of The Tomball-Spring Times (TST), regarded her bi-weekly publication as a conduit that brought government, schools, businesses and neighbors together. “I enjoy letting the community know about new legislation from our representatives, the pediatrician that relocated to Spring or the high school student who placed first in the area for art, math or athletics,” says Richard.
As the recession became more tangible during the holiday season with reports of low consumer spending, many businesses scaled back on their advertising dollars – a trend that slammed newspapers, including the Tomball-Spring Times, very hard.
Richard worked to increase her ad sales by reminding local business that in order to remain competitive, they must continue to advertise especially when the competition is reducing their marketing budget. Although many agreed with her, due to profit loss, they could not continue to support the print publication.
Richard had to make a difficult decision. Although her free publication boasted a readership of over 35,000, she ceased printing of the two year old newspaper in January 2009. “It was an incredibly hard choice to make,” recalls Richard. “Even now people are still calling me wanting to advertise, but it is not enough to sustain TST printing operations.”
As press releases, media alerts and news tips continued to stream in, rather than disappoint the community, she instead converted her publication to an online resource, which can now be found at www.tomballspringtimes.com.
Residents of Spring, Klein and
Within days of the Tomball-Spring Times transferring its operations online, reports circulated of layoffs at The Houston Chronicle, the first of two downsizings at the city’s major daily print publication. The news of the layoffs assured Richard that she made a sound business decision.
“Newspapers are going through significant changes,” says Richard, “not only as a direct result of the recession but also based on current trends and methods in which individuals obtain their local and international news.”
The mother of five adds, “If hindsight is 20/20 then I know that I made the right choice for my business and my family during this current economic climate.”
Community newspapers serve a valuable purpose. They inform residents and businesses of local heroes and the issues that directly affect their own neighborhoods.
Toni Richard, editor of The Tomball-Spring Times (TST), regarded her bi-weekly publication as a conduit that brought government, schools, businesses and neighbors together. “I enjoy letting the community know about new legislation from our representatives, the pediatrician that relocated to Spring or the high school student who placed first in the area for art, math or athletics,” says Richard.
As the recession became more tangible during the holiday season with reports of low consumer spending, many businesses scaled back on their advertising dollars – a trend that slammed newspapers, including the Tomball-Spring Times, very hard.
Richard worked to increase her ad sales by reminding local business that in order to remain competitive, they must continue to advertise especially when the competition is reducing their marketing budget. Although many agreed with her, due to profit loss, they could not continue to support the print publication.
Richard had to make a difficult decision. Although her free publication boasted a readership of over 35,000, she ceased printing of the two year old newspaper in January 2009. “It was an incredibly hard choice to make,” recalls Richard. “Even now people are still calling me wanting to advertise, but it is not enough to sustain TST printing operations.”
As press releases, media alerts and news tips continued to stream in, rather than disappoint the community, she instead converted her publication to an online resource, which can now be found at www.tomballspringtimes.com.
Residents of Spring, Klein and
Within days of the Tomball-Spring Times transferring its operations online, reports circulated of layoffs at The Houston Chronicle, the first of two downsizings at the city’s major daily print publication. The news of the layoffs assured Richard that she made a sound business decision.
“Newspapers are going through significant changes,” says Richard, “not only as a direct result of the recession but also based on current trends and methods in which individuals obtain their local and international news.”
The mother of five adds, “If hindsight is 20/20 then I know that I made the right choice for my business and my family during this current economic climate.”
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