Why Local Journalism Needs You Now, More Than Ever
Eleven years ago, I took a leap of faith and purchased the True Dakotan from the Wenzel family, who established the newspaper in 1975. I was a brand-new publisher, still learning the rhythm of deadlines and discovering what it truly meant to be entrusted with a community’s stories. Recently, one of my very first True Dakotan feature stories appeared in my Facebook memories, and it served as a quiet reminder of just how far this journey has come.
Despite the many challenges facing the newspaper industry, I would make that decision again in a heartbeat.
Over the past decade, I’ve had a front-row seat to the pulse of our communities: the businesses that open their doors before sunrise, the students chasing dreams from small-town gyms, the volunteers who show up without fanfare, the families celebrating milestones and navigating heartbreak. Bearing witness to the triumphs and tribulations of this place has shaped me not only as a journalist, but as a human being.
I have written before about the headwinds facing local news. But on this anniversary, I feel compelled to speak candidly: local journalism is at a crossroads.
Across the country, newspapers are shrinking or closing altogether. Rising printing and postage costs continue to climb, while advertising revenue has shifted to other platforms. Digital has changed how people consume information, and shifting habits have made it harder for community papers to sustain the business model that supported them for generations. Many smalltown publishers are fighting simply to keep the lights on, despite significant investment in digital offerings.
Recently, a colleague of mine, the owner of the Brandon Valley Journal, turned to GoFundMe in an effort to keep her newspaper afloat. You may have seen her story featured on KELO-TV and other regional news outlets. Her situation has drawn attention because it is becoming increasingly common. Her story is not unique, and it is not far removed from ours. The True Dakotan is not immune to these same pressures.
It comes down to this: if communities want us to continue telling your stories, we need your support now more than ever. Subscriptions matter, advertising matters and community engagement matters.
When you subscribe, you are investing in accountability, in the first draft of local history, and in the vital connection our rural communities require to remain strong. When businesses advertise, they are doing more than promoting a product or service; they are sustaining a trusted platform that keeps their target audience informed and connected.
In the coming weeks, I will be visiting with local businesses to share exciting print and digital advertising opportunities. While the printed newspaper remains the heart of what we do, the True Dakotan has grown far beyond ink on paper. We maintain a strong website presence, publish a weekly e-newsletter that reaches more than 1,700 inboxes, engage readers daily on social media, host online photo galleries, and even partner with student journalists to produce video content. There are more ways than ever to connect with readers and support local journalism.
If a subscription or advertisement is not possible right now, there are still meaningful ways to help. Signing up for the free e-newsletter at www.truedakotan.com, liking and sharing our Facebook and Instagram posts, encouraging others to subscribe, or even sporting a little local pride with a True Dakotan T-shirt, mug, or tumbler all make a difference. Every action strengthens the foundation of local news.
After eleven years, here is what I know with certainty: when a newspaper disappears, something larger disappears with it. Stories go untold and milestones fade without record. Local government operates with less scrutiny and above all, community cohesion begins to thin.
Local journalism does not survive by accident. It survives because a community chooses to invest in it.
I am deeply grateful for the trust you have placed in me over these past eleven years. I still believe that small-town stories matter. Our rural communities are vibrant, resilient, and worthy of being documented with care and consistency.
But belief alone will not keep the presses running.
If you value a locally owned, independent voice covering your schools, city councils, businesses and neighbors, please subscribe, renew, advertise, share our work, and encourage others to do the same.
With your support, the TrueDakotan will continue telling the story of our communities, authentically, independently and with care, for years to come.