What to look for in local print media
Benns' Belief
Roderick Benns is the publisher of The Advocate. An award-winning author and journalist who grew up in Lindsay, he has written several books including Basic Income: How a Canadian Movement Could Change the World.
At a time when there is so much online content to consume, access to credible print media is more essential than ever. Reading a newspaper or magazine, if done well, is an exercise in attaining all-important generalist knowledge. Generalist knowledge is the key to a more tolerant society, since we already get too much of one viewpoint online, thanks to algorithmic patterns.
At a national level, reading the Toronto Star, National Post, CBC, Macleans, and the Globe and Mail, for instance, allows for a wide range of viewpoints and coverage of many issues.
At a local level, finding a credible media source is not so much about politics but just determining what makes for a good local read.
Whether newspaper or magazine, what is the front page like? Does it contain news or a picture with a headline leading to local news or features? Or is it just an advertisement?
How about letters to the editor? Are there any? Letters measure engagement. Is what you are publishing interesting enough to be rewarded with reader commentary? If not, this suggests a lack of significance in what the media outlet is producing.
What about the editorial page? This separates one of the most important parts of a credible media source with a pretender. Is there a consistent editorial published each month, about local issues? (The Advocate’s editorial page is usually found on page 12, or nearby.) The editorial is an opportunity to take a stand on an important local issue. In the last three months we have opined on Fleming College cuts, Flato’s investments in our community, and the Ontario teacher shortage. However, if the media outlet uses their editorial page to run random columns from outside Kawartha Lakes, or print rambling letters, this shows a lack of seriousness.
Consider the media source’s content overall. Is it all local? Or is it just a few local stories with most of the articles and columns about areas outside of Kawartha Lakes? Another tactic by some media is to run what we call “canned copy.” These filler stories are made available to newspapers from a central source for use about specific topics (say, senior care or gardening), but there is nothing local about them. They typically do not contain a byline, which names the writer of an article.)
Is there consistency in the media outlet’s style? The Advocate magazine, overall, follows Canadian Press guidelines. The style isn’t so much important as is the consistency that creates a professional read.
As a reader, all the above matters to create the most professional, meaningful read for you as possible. And if you’re an advertiser, the above matters because an engaged reader is far more important than any other single factor.
I promise you that each issue of the Advocate is a labour of love. If it is feels that way to you, then we are doing our jobs right.
