What makes a great newspaper? I am seeking answers to this question as we work on an upcoming story on the 10 best newspapers in Iowa. I suspect that some of the answers will be the same today as they have been for decades. Others will clearly be different, as the model for publishing success has changed.
I oversaw traditional paid-circulation newspapers in Iowa and Nebraska that were struggling before I managed them, struggled while I managed them, and continue to struggle today. In short, that model is broken and has been for quite some time.
I have also been the publisher of many free community newspapers that were immensely successful at the time. That model, in many ways, is continuing to flourish.
Here is a harsh reality that most consumers seem to understand but many traditional newspaper publishers don’t. News seekers today can receive their information for free from TV, radio and the Internet, but they are often required to pay for newspapers. In my opinion, that’s wishful thinking on those traditional publishers’ parts.
At Big Green Umbrella Media, we do not publish anything traditional. In fact, most all our publications are now published monthly, delivered for free and designed in a magazine format. Our content focuses on the people, places and events of the communities we serve rather than city council meetings, high school sports and chicken dinner news. Don't get me wrong. Traditional newspapers and watchdog journalism have an important place in society. I just don’t know how to turn a profit publishing them. We are hoping to find some who are.
So, if you know of an Iowa newspaper that is effectively growing its readership and staff, changing with the times, and serving its community, please send me a note. We look forward to telling their stories.
Have a wonderful Wednesday, and thanks for reading.
Shane Goodman
President and Publisher
Big Green Umbrella Media
shane@dmcityview.com
515-953-4822, ext. 305 | 
