Methods
To answer our research questions, we drew upon an established research method in the social sciences: in-depth interviews. Given the deliberate broadness of our research question, the goal was to be exploratory, approaching as many respondents as possible to get a variety of perspectives from stakeholders with an interest—and informed perspective—on our research topic. To this end, we did not limit ourselves just to those with immediate connection to small-market newspapers. Instead, to ensure that we benefited from a wider overview of the local news landscape, we interviewed experts and practitioners from across the industry. This also allowed us to place our findings in conversation with the other discussions about the health of the newspaper and local news industries. Despite our desire not to limit ourselves, the majority of our respondents had experience at small-market newspapers.
In total, we conducted fifty-three in-depth interviews. Positions of our respondents included: Small-market newspaper editors, publishers, journalists, and owners (n=12) Metro newspaper editors (n=10) Executives at major newspaper chains (n=5) Editors, publishers, reporters at hyperlocal online news organizations (n=4) Researchers, think tanks, funders, foundations (n=13) Policymakers, industry watchers, advertisers, and associations (n=9)
Each interview lasted between thirty minutes and two hours. They were non-directive, open, and semi-structured in nature. Although an interview protocol was drafted and used, we did not stick rigidly to it. Instead, interviews had a more conversational tone, flowing—when possible—naturally between our points of interest. If key topics did not emerge organically, they were introduced by the interviewer.
Our initial list of respondents was compiled by using existing contacts and knowledge of the field. Thereafter, a snowball method was used to locate and recruit more respondents. Interviews continued to be solicited until such point as saturation (i.e., no new knowledge) was achieved.
Professional transcription services were used to transcribe the interviews.
Using a method known in the social sciences as grounded theory,47 we conducted close readings of the transcripts and began to assemble categories and themes. These themes were then refined through comparison and combination. This culminated in the structure and themes in this study.
In the end, we developed three overarching themes (revenue and business models, changing journalistic practice, and evolving philosophies of journalism) that we share below.
From these themes, we have also created a list of recommendations for researchers and practitioners alike. The aim, of course, was not and is not to create a static list of best practices, but rather to begin a conversation about small-market newspapers—their present and future, challenges and opportunities.