Surveys reveal strong opportunities to strengthen local news in North Dakota

North Dakota residents and newspaper journalists say local news matters, and bold action is needed to keep it strong. The Future of Local News Initiative steering committee met Aug. 27 in Mandan to review findings from recent community and newspaper industry surveys. The research, conducted by independent firm Coda Ventures, offers valuable insight into the challenges and opportunities facing local journalism in North Dakota.

KEY COMMUNITY INSIGHTS

A statewide online survey of 381 North Dakota residents highlighted the importance of local newspapers and their role in sustaining community life. 

• Newspapers are essential: Nine in 10 North Dakotans access local newspapers in print or digital formats within a 90-day period. Nearly 90% believe having a local newspaper is important or very important, and 80% believe losing one would negatively impact their community.
• Trusted reporting: Local newspapers are seen as the most accurate and trusted source for reporting on important local issues, with local TV stations a close second.
• Connection to community: Seven in 10 residents feel very or extremely connected to their local newspaper and its journalists.
• Preferred source for most topics: Local newspapers are the No. 1 source for 12 of the 16 top news topics, including government, schools, businesses, jobs, agriculture and human-interest stories. Respondents turn to local TV stations for weather forecasts and information on safety and local crime, and social media (posts not originating from local newspapers, TV or radio) for information on local events, dining and nightlife.

As one respondent stated, “Local newspapers and their journalists help hold small communities together by reporting on the issues that truly matter to us, because we are living here.”

Respondents were screened by ZIP code and county to ensure an accurate representation of urban and rural communities, with quotas set for age, gender, education and race to match the demographic composition of the population.

KEY JOURNALIST FINDINGS

Fifty-three respondents, from a total of 175 invited North Dakota newspaper editors and journalists, reflected on their roles and the future of local journalism, opportunities to strengthen news coverage, how to better serve their communities and interest in future newspaper ownership.

• More coverage is needed: Additional staff are needed to cover underrepresented stories and communities.
• Digital access is a priority: Many called for improvements in online delivery of local news.
• Pathways to ownership: Several non-owner journalists expressed interest in owning newspapers, identifying low-interest financing, grants and down payment assistance as critical supports.
• Retention challenges: Pay and support structures are essential for keeping journalists in the field long term.

“It’s heartening to hear we have journalists who are interested in moving into ownership. Helping them attain that goal is a concrete effort we can prioritize,” says Cecile Wehrman, North Dakota Newspaper Association (NDNA) executive director.

“This research confirms strong local news and strong communities go hand in hand,” says Chris Gessele, community development specialist, North Dakota Association of Rural Electric Cooperatives (NDAREC). “Our focus is ensuring residents, businesses and community leaders have access to accurate, timely reporting about what’s happening locally, so they can help move their towns forward.” 

The Future of Local News initiative is guided by a steering committee of media professionals and community leaders. The project is administered by the Rural Development Finance Corporation (RDFC), in partnership with NDNA, and supported by a Bush Foundation Partnership Fund grant.

RDFC, a nonprofit specializing in community development in North Dakota towns under 10,000 residents, provides low-interest loans for community and small business projects. It is governed by rural electric and broadband cooperatives, NDAREC and the Broadband Association of North Dakota.

NDAREC is the statewide trade association for 17 electric distribution cooperatives and five generation and transmission cooperatives operating in North Dakota. The distribution cooperatives provide electricity to nearly 250,000 North Dakotans. NDAREC services include legislative advocacy, lineworker safety training, professional development, cooperative business development and communication services, including publication of the North Dakota Living magazine.