Yet there is good news. Publishers who continue to rely solely on selling display advertisements are facing the greatest challenge. Those who diversify revenue, build marketing partnerships, offer strategic content solutions, and target the right industries are finding new opportunities for growth. Revenue diversification has become one of the most important survival strategies for publishers worldwide. Events, sponsored content, business services, memberships, e-commerce, and content partnerships are increasingly contributing meaningful income beyond traditional advertising.

The first reality every publisher must accept is that they are no longer simply newspaper companies. They are local marketing companies, local media companies, and local audience companies. The publication itself remains important, but advertisers increasingly buy results rather than ad space. Publishers must therefore focus on helping businesses gain visibility, generate leads, and build trust within the community.

One of the most promising sectors remains agriculture. Agricultural businesses often continue advertising even during economic uncertainty because farming, food production, equipment sales, crop services, livestock operations, seed suppliers, and agri-technology firms need to maintain visibility among buyers. Agricultural marketing activity remains strong as farms continue investing in equipment, services, technology, and local supply chains.

However, agriculture is not the only industry offering strong opportunities. Healthcare is one of the most reliable advertising categories available to local publishers. Family practices, dental clinics, physiotherapists, chiropractors, hearing specialists, optometrists, retirement residences, home care agencies, and medical specialists constantly require new patients and community awareness. Healthcare providers generally view marketing as an ongoing necessity rather than an optional expense.

Home improvement is another highly profitable sector. Contractors, roofers, window companies, landscapers, paving companies, kitchen renovators, flooring specialists, HVAC contractors, electricians, plumbers, and custom builders often have substantial marketing budgets. Many generate several thousand dollars in profit from a single project, making advertising a worthwhile investment.

Real estate continues to provide significant opportunities despite market fluctuations. Realtors, mortgage brokers, property management companies, home inspectors, real estate lawyers, and developers consistently seek local exposure and community credibility. Publishers who create specialized real estate sections or neighborhood guides can attract significant advertising support.

Financial services are another often-overlooked category. Wealth advisors, accountants, insurance brokers, financial planners, tax specialists, and estate planners target established community audiences and value trusted local media environments.

Automotive businesses can also be highly lucrative. New vehicle dealerships, used vehicle dealerships, repair facilities, tire shops, detailing companies, collision centers, motorcycle dealers, marine dealers, RV dealerships, and powersports businesses often require ongoing local marketing. Rather than selling a simple display ad, publishers should offer comprehensive packages including editorial features, social media promotion, website exposure, and sponsored content.

Education and workforce development represent an expanding category. Colleges, trade schools, private schools, training providers, employment agencies, and skilled trade organizations continually seek students and workers. Many industries currently face labour shortages, creating a strong demand for recruitment advertising and promotional campaigns.

Publishers should also aggressively pursue tourism and local experiences. Hotels, restaurants, wineries, breweries, golf courses, entertainment venues, festivals, museums, marinas, and travel operators need exposure to both residents and visitors. Creating tourism guides, visitor magazines, and seasonal special sections can produce recurring revenue streams.

The biggest mistake many publishers make is selling advertisements instead of selling solutions. A local business owner does not wake up wanting a quarter-page advertisement. They want customers. Publishers who understand this can dramatically improve revenue. Instead of presenting an advertising rate card, publishers should position themselves as community marketing consultants.

This leads directly to advertorials and sponsored content. When properly disclosed, advertorials can be one of the most effective and valuable products a publisher offers. Businesses often struggle to tell their stories. A well-written sponsored article allows a business to explain its expertise, history, products, and community involvement in ways traditional advertisements cannot.

For example, rather than selling a $500 display advertisement to a local roofing company, a publisher might sell a $2,000 sponsored feature that includes professional writing, photography, print placement, online publication, social media promotion, newsletter inclusion, and extended website visibility. The advertiser receives greater value and measurable engagement. The publisher earns significantly more revenue.

Transparency remains critical. Readers should clearly understand when content is sponsored. Trust is the foundation of long-term publishing success.

Publishers should also think beyond advertising altogether. Events have emerged as one of the fastest-growing revenue opportunities for local media organizations. Industry observers increasingly identify events as major growth opportunities for publishers. Sponsorships, ticket sales, exhibitor fees, and community partnerships can all generate substantial income.

Examples include:

• Business excellence awards

• Community choice awards

• Home and garden shows

• Farm and agriculture expos

• Local food festivals

• Health and wellness fairs

• Senior lifestyle expos

• Job fairs

• Entrepreneur networking events

A successful annual event can generate revenue equivalent to dozens of regular advertising accounts.

Membership programs are another growing opportunity. Readers who value local journalism may be willing to support publications through memberships that offer exclusive newsletters, special events, insider content, early access to stories, or local business discounts. While memberships may not completely replace advertising revenue, they can provide a valuable supplementary income stream.

Publishers should also consider marketing services. Many small businesses lack the expertise to manage digital marketing. Newspapers already employ writers, designers, photographers, salespeople, and content creators. These resources can be repackaged into profitable services such as:

• Website development

• Search engine optimization (SEO)

• Social media management

• Email marketing

• Content creation

• Video production

• Photography

• Reputation management

In many cases, the marketing services division becomes more profitable than the publication itself.

Finally, local publishers must remember what national platforms cannot duplicate: trust, relationships, and local knowledge. Google, Facebook, and other digital giants may reach large audiences, but they often cannot match the credibility of a respected hometown publication that has served its community for decades.

The future of local publishing will not belong to companies that sell pages. It will belong to companies that connect communities, businesses, and audiences through multiple revenue channels. Advertising will remain important, but it will become only one piece of a diversified business model that includes sponsored content, events, memberships, marketing services, guides, special publications, video, newsletters, and community partnerships.

The challenge facing local newspapers and magazines in 2026 is serious, but it is not hopeless. Publishers who expand beyond traditional advertising, target resilient industries such as agriculture, healthcare, home improvement, finance, tourism, and education, and position themselves as full-service marketing partners can not only survive but thrive. The age of the newspaper as merely a newspaper is ending. The age of the local media marketing company has already begun.

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For many small newspapers, community publications, trade magazines, and independent publishers, the challenge is no longer simply creating good content. The real challenge is doing more with fewer people. Editorial teams are smaller, advertising departments are stretched thin, budgets are limited, and readers expect content to be available instantly on websites, social media, email newsletters, mobile devices, and even video platforms.

Fortunately, artificial intelligence is rapidly becoming one of the most valuable tools available to publishers. Used properly, AI is not a replacement for journalists, editors, salespeople, or publishers. Instead, it acts as a force multiplier, allowing a small team to perform the work that previously required much larger departments. Industry providers are now offering AI-powered tools that assist with publishing automation, social media distribution, editorial workflows, content creation, video production, SEO, and audience engagement.

For small news organizations facing staffing shortages, AI may be one of the most important technologies adopted during the next decade.

The Modern Publisher’s Challenge

A typical small publication today may have:

• One or two editors

• A handful of freelance writers

• One advertising salesperson

• Limited graphic design resources

• No dedicated social media manager

• No full-time SEO specialist

• Little or no video production capability

Yet these organizations are expected to compete with larger media properties that have dozens or even hundreds of employees.

AI helps bridge this gap by automating repetitive work while allowing staff to focus on journalism, content quality, business development, and community engagement.

AI in Editorial Operations

One of the most immediate benefits of AI is improving editorial productivity.

Modern AI systems can assist with:

• Article outlines

• Interview question development

• Research summaries

• Headline generation

• Grammar and style correction

• Content rewriting

• Fact organization

• Article summarization

• SEO optimization

For example, an editor covering a municipal council meeting can upload notes, transcripts, or recordings and have AI organize key discussion points into a structured draft within minutes.

Instead of spending two hours creating a first draft, reporters can spend their time verifying information, conducting additional interviews, and adding journalistic insight.

Many publishers are discovering that AI significantly reduces administrative writing tasks while allowing human journalists to focus on original reporting and investigative work. AI newsroom workflow platforms have increasingly focused on boosting productivity while maintaining editorial oversight.

AI-Powered Transcription

Transcription has historically consumed enormous amounts of newsroom time.

Consider:

• Council meetings

• Court proceedings

• Committee meetings

• Interviews

• Press conferences

• Podcasts

AI transcription services such as Microsoft Copilot, Otter, Fireflies, and other specialized tools can convert hours of audio into searchable text in minutes.

Benefits include:

• Faster story creation

• Reduced outsourcing costs

• Improved accuracy

• Searchable archives

• Easy quote extraction

For small publications that cover local government or community events, this capability alone can save dozens of staff hours each month.

AI-Assisted Layout and Design

Magazine and newspaper production often involves repetitive page design work.

AI is increasingly being integrated into publishing platforms to assist with:

• Automatic ad placement suggestions

• Image cropping

• Caption generation

• Layout recommendations

• Magazine page balancing

• Visual hierarchy creation

• Template generation

Programs such as Adobe InDesign now include AI-powered design assistance.

Small publications can develop standardized templates where AI helps populate:

• Article placements

• Pull quotes

• Author bios

• Related story links

• Graphics suggestions

Designers still maintain final control, but production speed can increase dramatically.

Publishers producing monthly or weekly editions can reduce page assembly time while maintaining visual consistency.

AI Image Generation for Editorial Use

Many small publications struggle to source imagery for every story.

AI image generation tools can create:

• Editorial illustrations

• Feature article artwork

• Concept images

• Infographics

• Historical recreations

• Technical illustrations

These tools should be used responsibly and clearly labeled when appropriate.

For magazines covering technology, business, automotive, or lifestyle subjects, AI-generated images can often replace expensive custom illustration projects.

This can be particularly valuable for niche publications where stock photography options may be limited.

AI and Advertising Sales

The advertising department may be where AI provides the greatest financial impact.

Many independent publishers operate with:

• One advertising salesperson

• One sales manager

• Limited prospecting resources

AI can dramatically improve sales productivity.

Applications include:

Prospecting

AI can help identify potential advertisers by:

• Reviewing local businesses

• Analyzing competitor advertising

• Discovering new business openings

• Identifying seasonal marketing opportunities

A salesperson can generate dozens of qualified leads in minutes.

Proposal Creation

AI can instantly create:

• Media kits

• Advertising proposals

• Sales presentations

• Campaign recommendations

• Follow-up emails

This reduces hours of administrative work each week.

Ad Copy Creation

Advertising representatives can use AI to generate:

• Display ad copy

• Digital banner messaging

• Sponsored content drafts

• Promotional articles

• Email campaigns

• Video scripts

Instead of waiting on clients to provide copy, publishers can provide turnkey creative assistance.

CRM Automation

AI-powered CRM systems can automatically:

• Schedule follow-ups

• Score leads

• Generate reminders

• Summarize client meetings

• Suggest sales opportunities

This ensures potential revenue opportunities do not fall through the cracks.

AI and Website SEO

Many publishers still struggle with search engine visibility.

AI can assist with:

• Keyword research

• Meta descriptions

• SEO-friendly titles

• Internal linking

• Schema recommendations

• Content gap analysis

For example, a local newspaper covering a city council meeting could optimize its article for searches such as:

• “Mississauga council news”

• “Port Credit development update”

• “local government decisions”

Without SEO optimization, valuable reporting often remains invisible to search engines.

AI dramatically reduces the expertise required to improve search rankings.

AI-Powered Social Media Management

Social media is often neglected by small publishers because staff lack time.

AI can automate large portions of social media publishing.

Modern newsroom automation platforms can automatically generate platform-specific posts and distribute stories across social channels once content is published.

AI can create:

• Facebook posts

• LinkedIn updates

• X posts

• Instagram captions

• Threads content

• Newsletter teasers

Instead of manually writing six different social posts, one article can generate multiple versions automatically.

This capability alone can save several hours every day.

AI Newsletter Creation

Email newsletters remain one of the most effective tools for audience retention.

AI can automatically:

• Select top stories

• Write newsletter introductions

• Generate subject lines

• Personalize content

• Create summaries

• Recommend content blocks

A publication that once required several hours to assemble a newsletter can often complete the process in minutes.

AI Video Production

Video continues to grow as a major audience driver.

Historically, producing video required:

• Cameras

• Editors

• Narrators

• Graphics specialists

AI now allows publishers to convert written content into video rapidly.

New newsroom platforms can transform approved articles into narrated videos featuring captions, voiceovers, branding, and multiple language options.

Possible applications include:

• Daily headlines videos

• Local news briefings

• Business updates

• Sports summaries

• Event coverage

• Sponsored content

Small publishers can compete in video without building an expensive production department.

AI for Audience Analytics

Understanding readers has traditionally required dedicated analytics expertise.

AI tools can now analyze:

• Most-read stories

• Reader behavior

• Subscription trends

• Social media engagement

• Content performance

• Advertising effectiveness

Publishers can quickly identify:

• What topics drive traffic

• Which stories convert subscribers

• Which advertisers generate engagement

• What publication sections deserve more investment

This creates a data-driven publishing strategy instead of relying on assumptions.

AI for Subscription Growth

As advertising markets become increasingly competitive, many publications are exploring subscriptions.

AI can help by:

• Predicting subscriber churn

• Identifying likely subscribers

• Personalizing content recommendations

• Generating membership campaigns

• Automating subscriber communications

Publishers can better balance advertising revenue with reader-revenue programs.

AI Customer Service

AI chatbots can provide immediate assistance for:

• Subscription inquiries

• Advertising information

• Event registrations

• Classified advertising

• Contact requests

Rather than requiring staff intervention for every question, AI can answer routine inquiries 24 hours a day.

AI for Operational Efficiency

Behind the scenes, AI can streamline business operations.

Examples include:

Finance

• Invoice generation

• Payment reminders

• Expense categorization

Human Resources

• Job posting creation

• Candidate screening

• Employee onboarding

Administration

• Meeting summaries

• Policy documentation

• Internal communications

Every hour saved on administration allows staff to focus on revenue-generating activities.

Developing an AI Strategy for Small Publishers

Publishers should avoid trying to implement every AI tool at once.

A phased approach works best:

Phase 1: Editorial Productivity

Start with:

• AI writing assistance

• Transcription tools

• Grammar checking

• Headline generation

Phase 2: SEO and Content Distribution

Implement:

• SEO optimization tools

• Newsletter automation

• Social media scheduling

Phase 3: Advertising Sales

Add:

• AI prospecting

• CRM automation

• Proposal generation

• Advertising copy development

Phase 4: Video and Multimedia

Expand into:

• AI video creation

• Short-form social content

• Podcast development

Phase 5: Analytics and Subscription Growth

Deploy:

• Audience analysis

• Predictive analytics

• Subscriber retention tools

The Human Factor Remains Essential

Readers subscribe because they trust journalists.

Advertisers buy because they trust publishers.

Communities engage because they trust local media organizations.

The most successful newspapers and magazines in the coming years will likely be those that combine experienced journalists, strong local relationships, and AI-powered workflows. By automating repetitive tasks in editorial production, layout, sales support, marketing, SEO, social media, and audience development, even very small publishing organizations can operate with the efficiency and reach of much larger media companies.

For publishers facing limited staffing, rising costs, and increasing competition, AI is no longer an experimental technology. It is rapidly becoming an essential business tool capable of improving productivity, increasing revenue opportunities, strengthening audience engagement, and helping local journalism remain sustainable for years to come.

As autumn 2026 unfolds, Canada’s local newspaper industry finds itself at a historic crossroads. For hundreds of independent community publishers, family-owned newspapers, regional media groups, and digital-first startups, the challenges facing local journalism are greater than at any point in modern history. At the same time, new opportunities are emerging as communities increasingly recognize the value of trusted local reporting in an era dominated by algorithms, artificial intelligence, and misinformation.

Perhaps the biggest story of 2026 is the continued migration from print to digital publishing. Across the country, rising newsprint, fuel, distribution, and labour costs have forced many publishers to rethink traditional newspaper operations. The most visible example came in late September when Postmedia announced that several long-standing Northern Ontario newspapers, including the Sudbury Star, North Bay Nugget, Timmins Daily Press, and Sault Star, would end their print editions and transition to digital-first publishing under its “Project Polaris” strategy. The move also included the closure of a North Bay printing facility while maintaining editorial operations online.

The decision reflects a broader reality facing publishers nationwide. Print newspapers continue to serve loyal readers, particularly older demographics, but the economics of daily print distribution have become increasingly difficult. Industry analysts note that digital audiences continue growing while physical circulation declines. For many local publishers, survival no longer depends on maintaining print frequency but on creating sustainable digital businesses capable of generating recurring revenue through subscriptions, memberships, newsletters, sponsorships, and local advertising.

Yet despite the decline of print, local journalism itself is far from disappearing. In fact, many publishers are discovering that community-focused reporting remains highly valued. Postmedia’s own 2026 investments have centered on expanding digital experiences, improving reader engagement, and strengthening connections between local and regional reporting networks. The company has emphasized that trusted local journalism remains at the heart of its strategy even as delivery methods evolve.

Hybrid Publishing Model

For independent publishers, a significant trend emerging in 2026 is the rise of hybrid publishing models. Instead of choosing between print and digital, many organizations are combining the strengths of both. Monthly print editions distributed through local businesses, community centers, libraries, and coffee shops are being paired with daily digital updates, newsletters, podcasts, and social media content. This approach allows publishers to reduce printing expenses while maintaining a tangible presence in their communities. Select markets have already seen renewed experimentation with limited-run community print editions designed specifically to support local advertisers and maintain visibility among readers who still prefer physical newspapers.

Another major issue affecting local publishers is the growing concern over “news deserts.” In August 2026, reports revealed that Canadian Heritage had commissioned a multi-year project to map and measure areas of the country lacking adequate local news coverage. The initiative aims to identify communities where local reporting has weakened or disappeared entirely, providing policymakers with better information on where support may be needed most. Researchers involved in the project note that many communities are not complete news deserts but suffer from “news poverty,” where diminished newsroom staffing leaves important civic issues underreported.

The emergence of news deserts has significant implications for democracy and civic engagement. When communities lose local reporters, coverage of municipal governments, school boards, public health issues, and local businesses often declines sharply. Studies have repeatedly shown that communities with strong local journalism tend to experience greater public engagement and accountability. This reality is driving renewed conversations among policymakers, industry associations, and media advocates about how journalism can be sustained in underserved regions.

Government support continues to play a critical role in that conversation. Canada’s Local Journalism Initiative (LJI) remains one of the most important sources of assistance for small publishers. The federally supported program continues funding reporting positions focused on underserved communities through 2027, helping support hundreds of journalism jobs across Canada. The initiative is particularly valuable for rural, Indigenous, minority-language, and remote communities where commercial media models often struggle to generate enough revenue to sustain local coverage.

AI Tools

At the same time, artificial intelligence is rapidly reshaping the competitive environment. Throughout 2026, publishers have increasingly expressed concern about AI-generated summaries, automated search results, and changing reader habits. As consumers rely more heavily on AI tools to obtain quick answers, publishers risk losing direct website traffic that traditionally powered advertising and subscription growth. Industry leaders argue that while AI can help improve newsroom efficiency, it cannot replace original local reporting, source development, investigative journalism, or attendance at community meetings.

This concern is reflected in the messaging surrounding National Newspaper Week 2026, which runs from October 4 to October 10. Organized in Canada by News Media Canada, this year’s campaign emphasizes the importance of real journalists behind trusted news coverage. The campaign highlights growing public concern over misinformation and reminds Canadians that local reporting depends on actual journalists attending council meetings, interviewing sources, verifying facts, and producing accountable journalism. Research highlighted during the campaign found that Canadians continue to place substantial trust in newspaper journalism compared with many other forms of online information.

For small publishers, audience development is becoming just as important as journalism itself. Successful organizations are increasingly treating email newsletters as primary products rather than supplemental features. Community newsletters often generate stronger engagement than social media platforms and provide direct access to readers without dependence on technology companies or shifting algorithms. Publishers are also investing more heavily in local events, business directories, sponsored content programs, and membership initiatives that strengthen community relationships while diversifying revenue sources.

Another notable trend throughout 2026 is the continued rise of entrepreneurial journalism. Former reporters, editors, and community advocates are launching niche digital publications dedicated to specific towns, neighbourhoods, industries, and regional interests. While many of these ventures operate on limited budgets, they demonstrate an important reality: demand for local news remains strong even when traditional business models struggle. The challenge today is not reader interest but developing sustainable financial models that support long-term reporting operations.

Looking ahead, the future of local news publishing in Canada will likely depend less on printing presses and more on adaptability. The publishers most likely to succeed will be those that embrace digital innovation while preserving the community-centered mission that has defined local journalism for generations. Whether through newsletters, websites, podcasts, mobile apps, community events, or carefully targeted print products, successful publishers will find new ways to deliver trusted information where it matters most.

Fall 2026 may ultimately be remembered as a turning point. The decline of traditional print newspapers continues, but the importance of local journalism has never been clearer. Amid growing concerns about misinformation, AI-generated content, and disappearing community coverage, small local publishers remain essential institutions. While the business model is evolving rapidly, the fundamental mission remains unchanged: informing communities, holding local leaders accountable, and preserving the public record. For Canada’s local news publishers, the challenge is significant, but so too is the opportunity to reinvent community journalism for a new generation.

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The SEO landscape has entered another major transition. Following Google’s September 2026 Spam Update, website owners, publishers, marketers, and SEO professionals are once again evaluating how keywords influence rankings and what tactics still work in modern search. Google’s latest spam-focused rollout began on September 24, 2026, applies globally across all languages, and represents the fourth confirmed spam update of the year. Google stated that the rollout could take up to two weeks to complete.

While Google has not publicly disclosed the exact targets of this update, the broader direction has become increasingly clear. The search giant continues its aggressive campaign against scaled content abuse, low-value AI-generated pages, expired domain abuse, manipulative ranking tactics, and content created primarily for search engines rather than users.

For years, SEO was often associated with keyword density, exact-match phrases, and publishing large volumes of content around specific search terms. Today, that approach is becoming increasingly ineffective. Google’s SpamBrain systems and AI-powered ranking algorithms are now far better at understanding context, intent, expertise, and overall content quality. Google’s spam policies specifically identify “scaled content abuse” as the mass production of pages designed primarily to manipulate rankings regardless of whether those pages are created by humans, AI, or a combination of both.

This represents an important shift in the role of keywords. Keywords are not dead. In fact, they remain essential. What has changed is how Google interprets them. Instead of rewarding pages that repeat a phrase dozens of times, Google increasingly evaluates whether content genuinely satisfies the searcher’s intent. A page targeting “motorcycle performance upgrades,” for example, may rank well even if the precise phrase appears only a few times, provided the content demonstrates expertise, includes supporting topics, answers common questions, and provides real value.

The September 2026 update appears to reinforce this philosophy. Industry observers have reported significant volatility across websites relying on auto-generated content, thin affiliate pages, programmatic publishing, and other scaled content models. Several analyses suggest Google is continuing to strengthen enforcement around content quality while reducing visibility for pages created primarily to gain organic traffic.

Perhaps the biggest lesson for publishers is that keyword targeting and topical authority have effectively merged. Successful websites are no longer built around isolated keywords. Instead, they are built around comprehensive topic coverage. Google’s systems analyze relationships between entities, concepts, user behavior, and overall site expertise. Rankings increasingly favor websites that demonstrate authority across an entire subject area rather than individual pages optimized for a single search phrase.

This trend is particularly relevant for local news organizations, niche publishers, and independent businesses. The old model of generating hundreds or thousands of near-identical pages targeting slight keyword variations has become significantly riskier. Google’s spam documentation specifically warns against doorway pages and scaled content tactics designed solely to capture search traffic.

At the same time, artificial intelligence has complicated the conversation. Despite widespread assumptions, Google has repeatedly stated that AI content itself is not automatically a violation of its guidelines. The issue arises when content is produced at scale without originality, expertise, or user value. Google’s focus remains on usefulness rather than the method of creation.

This distinction is important because many businesses now use AI-assisted workflows. Organizations that use AI for research, drafting, ideation, data analysis, or content enhancement can continue to perform well provided that expert oversight, editing, fact-checking, and unique insights remain part of the process. What Google appears determined to eliminate is the mass production of low-quality content designed solely to manipulate search rankings.

Many SEO professionals are also noticing another major evolution. Ranking success can no longer be measured exclusively through traditional search positions. Google’s AI Overviews, visual search tools, multimodal search experiences, and AI-powered answer systems are changing how users discover information. Search visibility now extends beyond ten blue links and increasingly includes citations, summaries, featured answers, images, and AI-generated responses.

For businesses, this means keyword strategy should expand into what many marketers now call “entity optimization” and “answer optimization.” Instead of asking, “What keyword should I rank for?” the better question is, “What problem am I solving, and how can I become the most trusted source on this topic?”

The websites likely to thrive after the September 2026 spam update will share several common characteristics. They will publish original content. They will demonstrate real-world expertise. They will focus on topical depth rather than page volume. They will build authentic authority rather than relying on shortcuts. Most importantly, they will prioritize the user experience over search engine manipulation.

Google’s latest spam update is not simply another algorithm adjustment. It is part of a longer-term transformation in how search understands quality. Keywords remain important as signals of relevance, but they are no longer the primary ranking weapon they once were. Authority, trust, expertise, originality, and user satisfaction increasingly drive visibility.

The message from Google is becoming unmistakable: the future of SEO belongs to publishers and businesses that create genuinely useful content. Those still relying on scale, automation, and keyword-focused manipulation may find each new spam update making recovery harder than the last. As search evolves deeper into the AI era, quality is no longer a competitive advantage. It has become the minimum requirement for ranking at all.

The update began Sept. 24 at 9:15 a.m. PDT, according to Google’s Search Status Dashboard. It applies globally and to all languages.

by Edward Sturm

Fourth Spam Update Of 2026

The September rollout follows three spam updates earlier this year.

Google rolled out spam updates in March, June, and August. The March update took 19 hours and 30 minutes. June took 2 days and 1 hour, while August took 2 days and 16 hours.

Google gave each of the previous three spam updates a rollout window of “a few days.” For September, the company says it may take up to two weeks.

The estimate doesn’t mean the update will necessarily take the full two weeks.

Google uses spam updates for notable improvements to its automated systems for detecting search spam. Google hasn’t said whether this update targets a specific spam policy or tactic.

by Neil Patel
Neil provides a deep dive into what is happening.

Why This Matters

If you notice changes in your rankings or traffic during the rollout, check your Search Console data and consider the timing.

Google says sites that see changes after a spam update should review its spam policies. Sites that violate those policies may rank lower or not appear in results at all.

Google says making changes may help a site improve if its automated systems learn over a period of months that the site complies with its spam policies.

SCARBOROUGH, ON – Publishers News was pleased to attend this year’s Magazines Canada Symposium, an event that once again brought together magazine media professionals from across the country for a day of learning, networking, and industry insight.

Video Highlights click image below:

The symposium showcased a strong lineup of professional development sessions designed to help publishers, editors, and media leaders navigate an evolving publishing landscape. With a focus on innovation, audience growth, revenue diversification, and future opportunities, attendees were encouraged not only to strengthen their current operations but also to think bigger about what lies ahead for the industry.

Recognizing the demanding schedules of today’s publishing professionals, Magazines Canada also offered virtual streaming access, allowing those unable to attend in person to participate remotely and benefit from the event’s valuable programming.

This year’s symposium was held at the historic Guild Inn Estate in Scarborough, Ontario. Originally established in 1932 by Rosa Breithaupt Hewetson, the estate became a centre for artistic expression through the creation of The Guild of All Arts, an artist cooperative dedicated to supporting Canadian artists and preserving the importance of the arts in society. The picturesque property features expansive grounds and stunning views along the shoreline of Lake Ontario, providing a memorable setting for the event.

A highlight of the symposium was its impressive roster of speakers, each bringing valuable expertise and practical insights to attendees.

Among them was Jacquie Loch, a branded content and revenue generation expert known for driving audience engagement, delivering results, and cultivating strong C-suite relationships.

Attendees also heard from David Topping, Head of Newsletters at the Toronto Star, who shared how newsletters evolved into a multi-million-dollar revenue stream for one of Canada’s leading news organizations.

Nina Wagner, Group Vice President at Alive Publishing Group, offered perspectives drawn from her extensive experience in business strategy, operations, audience development, and revenue diversification.

Completing the speaker lineup was Jason Maghanoy, Group Publisher at SJC Media. Maghanoy oversees the company’s experiential business, Wonder, in addition to leading well-known media brands including Canadian Business, Maclean’s, and Toronto Life.

Beyond the keynote presentations, attendees participated in breakout roundtable discussions covering a wide range of topics facing today’s magazine publishers. These interactive sessions encouraged peer-to-peer learning, collaboration, and the exchange of ideas among industry professionals.

The event also provided opportunities for networking throughout the day, including a well-received luncheon and a closing cocktail reception where attendees continued conversations, forged new connections, and explored potential collaborations.

Publishers News was delighted to be part of this year’s symposium and applauds Magazines Canada for continuing to create valuable opportunities for professional growth and industry engagement. Events such as the Magazines Canada Symposium play an important role in supporting publishers at every stage of their careers while helping to strengthen the future of Canadian magazine media.

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The Magazines Canada Symposium is back, with more amazing professional development sessions to help busy magazine media professionals build and innovate what they do—and dream even bigger for the future. There will also be plenty of time to connect and consult with colleagues and friends old and new—our industry’s most valuable asset is the people who make it work, after all!

Building on our success in 2025—the fascinating conversations, the valuable professional development, the amazing connections—we are coming back with another great day for #MagazinePeople on Wednesday September 23 at The Guild Inn Estate in Scarborough. Join us for a great day of magazine media talk!

Whether you join us in-person or virtually, we think you’ll get great value from spending the day with other magazine media people, sharing great ideas, and helping each other with the challenges of our ever-evolving industry

After a delicious lunch (we haven’t figured out how to stream food yet—streaming starts with the first session), we’ll dive into three diverse and engaging topics relevant to mag professionals from all corners of the industry (details below, and more to come). And then a cocktail hour to relax, connect, and discuss what we’ve heard. All in the beautiful surroundings of the Guild Inn Estate.

Tickets for staff at member publications, individual, professional development, or student/instructor members in good standing are all $50 to attend in person, or $25 to attend via streaming.

But what if you aren’t a member? NO WORRIES! You can still attend and join the conversation—non-member tickets are $100 in person and $50 streaming. Even better? If you attend the Symposium and realize later that a Magazines Canada membership is right for you/your organization—your ticket cost can be deducted from the cost of a new membership. Keep the connections, learning, and conversations going.

by Vinh Giang

The energy across the convention floor was unmistakable. Attendees arrived ready to learn, collaborate, and celebrate the resilience of community newspapers. The seminar lineup hit the mark perfectly, offering practical, timely sessions that addressed the real‑world challenges publishers face today. From revenue innovation to postal updates, from newsroom workflow improvements to community engagement strategies, every seminar felt tailored to the needs of local publishers who continue to push forward despite industry headwinds. Conversations spilled out of meeting rooms and into hallways, where networking became just as valuable as the formal programming. Many publishers told us that the ability to openly share ideas—and hear what’s working in other communities—was one of the most beneficial aspects of the entire event.

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Equally important was the strong presence of newspaper suppliers and service providers. Their booths were busy throughout the show, with attendees eager to explore new tools, technologies, and partnerships. Whether it was production solutions, digital platforms, circulation tools, or advertising services, publishers found fresh resources to help strengthen their operations and build on existing success stories. The trade show floor buzzed with possibility, and many attendees left with actionable ideas they could bring home immediately.

And then there was the entertainment—Detroit style. The signature social event aboard the Detroit Princess Riverboat was a highlight that attendees will be talking about for years. Cruising along the Detroit River while enjoying live Motown performances, DJ dance floors, and a full buffet created the perfect atmosphere for unwinding after a full day of learning. The combination of music, movement, and waterfront views brought everyone together in a way that felt celebratory and uniquely Detroit. It wasn’t just a party; it was a reminder of the joy and community spirit that fuels local journalism.

By the time the convention wrapped up, one thing was clear: the National Newspaper Association delivered a standout event. Executive Director Lynne Lance and the entire NNA staff executed a smooth, well‑organized, and genuinely uplifting convention that left publishers feeling inspired and supported. The Detroit gathering wasn’t just a meeting—it was a reaffirmation of the strength, creativity, and determination that define America’s community newspapers.

For Publishers News, being onsite allowed us to witness firsthand the passion that continues to drive this industry forward. The 140th Annual Convention wasn’t just successful—it was a celebration of the people who keep local journalism alive, relevant, and thriving.

🌲 Large Newspapers Facing Structural Overhaul

• Large metropolitan and national newspapers resemble towering old-growth trees, massive, deeply rooted, and carrying decades of legacy infrastructure. Their challenge isn’t relevance; it’s weight.

• Legacy cost structures — printing plants, unionized labor, multi‑layered editorial departments, and sprawling real estate.

• National advertiser expectations — demanding sophisticated reporting dashboards, multi‑market targeting, and measurable ROI.

• Audience fragmentation — national audiences now split across platforms, newsletters, podcasts, and niche digital outlets.

• Slow operational pivoting — large organizations cannot repurpose quickly; every change affects hundreds of staff and millions of readers.

These giants aren’t dying. They’re repurposing, trimming branches, consolidating sections, reducing print frequency, and shifting resources toward digital products, newsletters, video, and events. But their scale makes every adjustment heavier and more complex.

🌱 Small Newspapers Thriving Through Local Focus

• Small newspapers, weeklies, independents, and community publishers, are the saplings. They grow fast, adapt quickly, and thrive because their roots are in local soil.

• Lean operations with minimal overhead

• Hyperlocal content that no national outlet can replicate

• Community trust that remains strong despite industry turbulence

• Flexible publishing models — print weekly, digital daily, newsletter-first

• Local advertisers who value proximity and relationships

While large papers wrestle with structural transformation, small papers often find the repurposing process easier. Their communities still need them, and their advertisers still rely on them. Their challenge isn’t scale, it’s sales capacity.

💼 The Real Battleground is Advertising Revenue

Whether giant or sapling, every newspaper faces the same truth: repurposing requires revenue, and revenue requires a modern, well‑trained ad sales force.

This is the part of the forest where survival is determined.

🔥 The New Ad Sales Force: The Industry’s Most Critical Asset

• The next era of newspaper success, large or small, depends on a retooled, high‑skill, data‑driven advertising team. Not the traditional “sell a print ad and move on” model. The new sales force must be:

• Cross‑platform fluent — selling print, digital, newsletters, video, events, and sponsored content as one integrated package

• Data‑literate — able to explain impressions, CTR, attribution, and audience segments

• Consultative — acting as marketing advisors, not order-takers

• Local‑relationship strong — especially for small papers

• National‑strategy capable — especially for large papers

• Co‑op savvy — unlocking supplier-funded advertising that many businesses forget they qualify for

• Story-driven — able to articulate why local media still matters

The industry’s future hinges on salespeople who can translate repurposed media products into advertiser value.

🧭 Why Repurposing Requires Sales Reinvention

Repurposing isn’t just about changing the product, it’s about changing the pitch.

• Large papers must reposition themselves as multi‑channel media companies, not print institutions.

• Small papers must position themselves as community marketing hubs, not just weekly publications.

• Both must build repeatable sales systems, CRM-driven pipelines, and multi-tier ad packages that make buying easy.

• Both must train sales teams to sell solutions, not space.

The forest analogy holds:
The giants need stronger branches; the saplings need deeper roots.
But both need skilled foresters, their ad sales teams, to shape their future growth.

🌟 The Future: A Repurposed, Revenue-Driven Media Ecosystem

North America’s newspaper industry isn’t shrinking, it’s reorganizing. It’s repurposing. The giants are reshaping themselves to stay tall; the saplings are growing fast in fertile local markets. And the force that determines who thrives next isn’t circulation, printing frequency, or platform strategy.

It’s the strength, training, and adaptability of the ad sales force.

A repurposed industry needs repurposed sellers, storytellers, strategists, and community connectors who can turn every branch, every sapling, and every new product into sustainable revenue.

Dates & Location: September 17–18, 2026, in Detroit, Michigan, hosted alongside the Michigan Press Association.

Special Workshop: An Interlink User Group Workshop is scheduled as a pre-convention add-on event on September 16, 2026.

Award Announcements: John M. Galer is set to receive the prestgious Amos Award during the event on September 18, 2026.

Contests: Winners for the 2026 National Better Newspaper Contest and Better Newspaper Advertising Contest have been officially announced ahead of the gathering.

Thursday, Sept. 17 8 a.m. Registration desk opens.

8-10 a.m. Interlink workshop for existing customers with Brad Hill, Interlink Join us for a couple hours of training on popular issues such as electronic address correction notices, documentation requirements, postal updates, and more!

10:15 a.m. to 2 p.m. Symposium: Newspapers in Times of Change: Protecting Authentic Journalism M John Hiner, MLive Advance; Jen Dukarski, Michigan Press Association; Michigan Attorney General Dana Nessel; NNA Past President Matt Adelman, Douglas (Wyoming) Budget; NNA Director Peggy Scott, Leader Publications, Festus, Missouri; Anne Gryzenia, Grosse Pointe News, Grosse Pointe Farms, Michigan; NNA Postal Chair Matt Paxton, The News-Gazette, Lexington, Virginia; NNA Director Jeanne Straus, Straus News, Chester, New York; and NNAF Director Austin Lewter, Texas Center for Community Journalism, Stephenville, Texas.

Community newspapers are doing more than ever to market their products and protect journalism for their communities.

But do you know how to sell across all these products? And how do artificial intelligence tools help? Or threaten? Join the best in the business for a discussion of sales tools, techniques, products and above all, keeping local journalism alive.

2-3:30 p.m. Ice Cream Social in the Trade Show∙ Build your custom treat at the sundae bar, and enjoy walking around the Trade Show, meeting new friends and vendor partners.

3:30-4:30 Solutions Start Here ∙ This is an educational session presented by the Trade Show vendors who provide tools and resources to enhance newspaper businesses. Vendors will share real-life case studies.

4:30-6 p.m. Trade Show grand opening ∙ Enjoy drinks and appetizers as you walk around the Trade Show! We might have some games to win prizes.

6-6:15 p.m. Meet in the hotel lobby to walk to the Detroit Princess.

6:30 p.m. Walk to the Detroit Princess ∙ Meet in the hotel lobby to walk to the dock neighboring our host hotel.

7-9 p.m. Extravaganza: Detroit Princess Cruise ∙ Board the riverboat — by 7 p.m.! — for a cruise along the Detroit River to the sound of a Motown band concert with drinks, appetizers, and dinner.

Friday, Sept. 18 7:30 a.m. Registration desk opens 8 a.m.

Trade Show opens 8-9:30 a.m. Opening ceremony with keynote Brad Hill, CEO, Interlink

9:30-10:30 a.m. Libel workshop sponsored by Walterry Insurance Brokers with Andrew Pauwels, Honigman LLP Developments in Defamation – 2026.

10:40-11:10 a.m. Flash sessions Block 1 ∙ Flash sessions are quick bites of training -- broken out into admin, advertising, circulation, digital, and editorial.

1. ADMIN: Smarter Newsroom Workflows: Protecting Quality Without Adding Headcount with Dayle Raivetz, Woodwing∙ Newsrooms are being asked to cover more, publish faster, and support extra platforms with smaller teams. The key opportunity is to redesign workflows so staff time can be spent on reporting, editing, and serving the community, instead of chasing statuses, duplicating efforts, or managing avoidable production friction. Join this interactive roundtable to explore ways community publishers are simplifying editorial and production workflows while protecting quality. We’ll discuss how teams can reduce rework, improve collaboration across editorial, design, and digital roles, and standardize repeatable tasks. We’ll also explore how automation and AI can enhance efficiency without compromising editorial judgment. Discussion topics: (1) Identifying where newsrooms lose time and how to reduce avoidable production friction. (2.) Reducing duplicated work across print, digital, newsletters, social, and e-edition workflows. (3) Improving collaboration and handoffs between editorial, design, production, and digital teams. (4) Standardizing repeatable tasks to protect quality, reduce rework, and ease deadline pressure. (5) Using automation and AI thoughtfully to improve efficiency while preserving editorial oversight and community trust.

2. ADVERTISING: Selling Your Total Audience: Digital Advertising for Community Newspapers with Thad Swiderski, eType ∙ The future of community newspapers in rural America depends on their ability to successfully transition to digital publishing. Yet many newspaper sales professionals continue to struggle with understanding—and confidently selling—digital advertising. This hands-on seminar is designed specifically for publishers and advertising sales representatives who want to learn how to sell their newspaper’s total audience across print and digital platforms. Participants will gain a practical understanding of digital advertising fundamentals, learn how to position their digital audience to local advertisers, and discover strategies for packaging print and digital products into compelling marketing solutions. Most importantly, attendees will leave with a proven sales presentation—the “pitch”—that they can immediately use with advertisers to generate more digital revenue and strengthen customer relationships.

3. CIRCULATION: Where Community Papers Are Leaving Subscription Revenue on the Table with Patrick Schless, Community Journalism Project ∙ Most community newspapers don’t have a subscriber acquisition problem. They have a leaky bucket. In this session, Patrick Schless, CEO of the Community Journalism Project, breaks down the most common (and most fixable) places publishers lose subscription revenue: expired renewals that never get chased, pricing that hasn’t moved in a decade, payment failures that quietly cancel loyal readers, and single-channel renewal efforts that stop after one notice. Attendees will receive a complimentary subscription audit to help you identify where you’re leaking revenue.

4. DIGITAL: How digital ambassadors and the help desk can help you with Walt Potter, Reynolds Journalism Institute ∙ Learn how two programs at the University of Missouri’s Reynolds Journalism Institute can help you solve digital problems. For eight years Potter Digital Ambassadors has sent journalism students to help community newspapers build everything from web pages and social media to Google Gemini GEMS. In January the program expanded beyond Missouri to four new states. Find out why you should invite the Ambassador program — free to host newspapers — to your state. The Help Desk offers an online one-stop shop to help news organizations accelerate their use of digital tools and overcome digital challenges. It features case studies, How-To guides written for newsrooms and a scorecard that compares tools like fundraising or AI monitoring applications. Coming soon will be a literal help desk staffed by digital natives, also know as journalism students.

5. EDITORIAL: AI in the Modern Newsroom: From Experiment to Workflow with Adam Taylor, RebelMouse ∙ AI is already in the newsroom. The question now is whether publishers can turn it into something useful, responsible, and repeatable before the next wave of tools changes the conversation again. In this roundtable, Adam Taylor of RebelMouse will lead a practical discussion on how local news organizations are using AI today, where it is already helping, where it still creates risk, and what it may mean for the future of publishing workflows. The conversation will cover where AI can reduce repetitive work, where human judgment has to stay firmly in control, how to protect editorial trust, and what agentic publishing processes may mean for newsroom operations. The session will focus on real use cases, practical guardrails, and the technology foundation publishers need to adapt quickly without letting the machines run the place.

11:10-11:40 a.m. Break in the Trade Show Flash sessions

Block 2: 11:40 a.m. to 12:10 p.m.

1. ADMIN: How to Find, Hire and Pay a Sales Rep in 2026 with Kenny Katzgrau, RedBankGreen and Broadstreet ∙ Throw your old job posts and ideas about hiring and paying in the trash. This approach is built specifically for very small teams, solo founders, and established publishers who need results without taking big, risky hiring swings. We cover: How to write the perfect sales job posting (so the right people apply). A simple application and screening process that saves you time. Interview questions that reveal whether someone can actually do the job. How to break “sales” into smaller, hireable roles (prospecting, outreach, meetings, follow-up). How to pay sales reps and freelancers fairly — without overcommitting.

2. ADVERTISING: Keeping Public Notice Strong with Jim Tarrant, Public Notice Resource Center ∙ Join this fast-paced session for practical tips and proven strategies to help protect and strengthen public notice in your state. Learn how to build relationships with lawmakers, respond to proposals that threaten newspaper publication, communicate the value of independent public notice, and take proactive steps to keep public notices where they belong — in newspapers and on newspaper websites. Whether you’re facing an immediate challenge or preparing for one, you’ll leave with ideas you can put to work right away.

3. CIRCULATION: TBA with Brad Hill, Interlink ∙ TBA

4. DIGITAL: How you should and shouldn’t use AI with Bill Ostendorf, Creative Circle∙ Creative Circle has taken a different approach to AI. It’s less about efficiency or staff cuts or creating bad editorial content and more about growing and creating new products that wouldn’t be possible without AI. We’ve created ways to grow print and web circulation, increase engagement, generate new revenue and more with ideas you won’t hear anywhere else!

5. EDITORIAL: Content from Metro with Darrell Davis, Metro Creative Graphics ∙ Copyright-free, unbranded features available as single-file text, themed page design layouts, or fully templated sections to help with all of your editorial needs. **Metro’s research-based editorial features are written by real people (not AI), so you can publish with confidence.

Flash sessions Block 3: 12:15-12:45 p.m.

1. ADMIN: The paywall balance: Maximizing revenue without sacrificing user experience with Stephanie Carey, BLOX Digital ∙ A rigid paywall drives readers away, but a soft one leaves money on the table. Join Stephanie Carey of BLOX Digital for a fast-paced, 30-minute roundtable looking at real-world dashboards to find your monetization sweet spot. You’ll learn how to optimize content gates, spot churn risks early, and use dynamic paywalls to grow revenue without hurting the reader experience. We’ll also look at the power of “Data Where You Work,” which brings real-time audience insights directly into your daily newsroom workflow so your team can make fast, revenue-driving decisions without breaking their flow. Grab a seat and walk away with practical, data-backed strategies you can use immediately.

2. ADVERTISING: Your next ad sale is hiding in your data: Practical AI for community sales teams with Lisa Pfeifer and Christian Hall, Fake Brains ∙ Every community paper is sitting on years of advertiser history that never makes it into the next sales call. We’ll discuss how AI is changing ad sales for community publishers — surfacing the next likely buyer, giving reps the full story on an account in seconds, and helping a small team sell like a big one, from any device. Practical, real, and built for publishers doing more with less.

3. CIRCULATION: TBA with Brad Hill, Interlink ∙ TBA

4. DIGITAL: AI in the Modern Newsroom: From Experiment to Workflow with Adam Taylor, RebelMouse ∙ AI is already in the newsroom. The question now is whether publishers can turn it into something useful, responsible, and repeatable before the next wave of tools changes the conversation again. In this roundtable, Adam Taylor of RebelMouse will lead a practical discussion on how local news organizations are using AI today, where it is already helping, where it still creates risk, and what it may mean for the future of publishing workflows. The conversation will cover where AI can reduce repetitive work, where human judgment has to stay firmly in control, how to protect editorial trust, and what agentic publishing processes may mean for newsroom operations. The session will focus on real use cases, practical guardrails, and the technology foundation publishers need to adapt quickly without letting the machines run the place.

5. EDITORIAL: Protecting Authentic Journalism with Lisa McGraw & Tonda Rush, NNA, Pensacola, Florida ∙ Did you miss the Thursday morning symposium? We will update you and discuss it further. Community newspapers are doing more than ever to market their products and protect journalism for their communities. But do you know how to sell across all these products? And how do artificial intelligence tools help? Or threaten? Join the best in the business for a discussion of sales tools, techniques, products and above all, keeping local journalism alive.

12:45-2 p.m. Lunch with Exhibitors sponsored by Walterry

2-3 p.m. Long Live Local News: Sharing Hope and the “Why” Behind What We Do with Kenny Katzgrau, RedBankGreen and Broadstreet.

Local news is facing AI, shrinking teams, advertiser skepticism, and a world trying to turn every community into just another AI-generated feed. But the story isn’t over. Join Kenny Katzgrau, publisher of redbankgreen and founder of Broadstreet, for a high-energy session on building stronger local news through community and purpose. Because the glory days of local news aren’t behind us. They’re ahead.

3-3:30 p.m. Break in the Trade Show — prize draw!

3:35-4:35 p.m. Philanthropy for local news with Joseph Lichterman, The Lenfest Institute for Journalism

4:45-5:15 p.m. Great Idea Exchange A longtime tradition, attendees come together and share their most popular ideas to generate revenue and readers! Advertising campaigns, circulation drives, special editions, and more!

6:30-7 p.m. Bar opens early!

7-8:30 p.m. Dinner, Annual Meeting, Elections, Amos Award and BNC awards Join us for the NNA Annual Meeting, 2026 Amos Award winner ceremony and the Better Newspaper Contest awards ceremony, celebrating the best of the best in community journalism across the country.

Meet the Speakers

Matt Adelman is the publisher of several Wyoming newspapers, including The Douglas Budget and Glenrock Independent. He has been the newspaper business for over 40 years, starting off as a carrier for his hometown daily in Casper, Wyoming. He is an NNA past president and currently sits on the NNA Foundation board.

Stephanie Carey is a sales director for BLOX Digital. Her prior experience as co-owner of an alternative news publication and sales manager for a leading SaaS provider gives her a unique perspective. She knows firsthand the importance of boosting operational efficiency so you can focus on serving your audience.

Darrel Davis is the Vice President of Creative Services for Metro Creative Graphics, Inc. With more than 30 years of experience in media and advertising, Darrell leads a team of art directors, designers and copywriters in producing creative content to help newspapers and their local advertisers thrive. Darrell attended Syracuse University and earned a BFA in Graphic Design at Binghamton University. He also studied at the School of Visual Arts in New York City, where he remains a resident and ardent observer of evolving design and advertising trends.

Christian Hall is part of the sales and operations team at Fake Brains Software, helping community publishers get more from the technology and data they already have. With a background in operations, customer service, and technology, he focuses on practical ways publishers can simplify workflows, strengthen advertiser relationships, and uncover new revenue opportunities.

Brad Hill is CEO at Interlink and one of NNA’s representatives on USPS’ Mailer’s Technical Advisory Committee. Email: brad@ilsw.com

John Hiner became MLive President on January 1, 2024. He was previously Vice president of content for 12 years. He oversaw all journalism and audience engagement strategies for digital and print products across Michigan, including newspapers in Grand Rapids, Flint, Kalamazoo, Saginaw, Jackson, Muskegon and Bay City, reporting operations in Detroit and Lansing, and the MLive.com website. He worked at Booth Mid-Michigan as Executive editor, overseeing The Flint Journal, The Saginaw News and The Bay City Times newspapers, all a part of the Booth Newspapers group in Michigan (owned privately by Newhouse Newspapers). John has two adult children. He and his partner, Angela Leach, live in Milford and work in Ann Arbor and Grand Rapids.

Kenny Katzgrau is the publisher of RedBankGreen and creator of Broadstreet, a company that serves hundreds of small, independent publishers fighting for the spirit of their community. Once an engineer at Mozilla and Yahoo, he fell into publishing and took up the torch of helping RedBankGreen, an 18-year-old hyperlocal news outlet, stand for 100 years. He’s here to help other publishers stand for 100 years too.

Austin Lewter was named Director of the Texas Center for Community Journalism in September 2021. He is an Instructor of Journalism and Broadcast at Tarleton State University where he also serves as the faculty advisor of the Texan News Service. Lewter’s career, prior to education, included newspaper leadership roles at numerous community papers across North and East Texas.

Dana Nessel was sworn in as Michigan’s 54th Attorney General on January 1, 2019. She is a former criminal prosecutor and civil rights attorney. Her core initiatives have been fashioned in the image of her promise to Michigan’s residents: to give the Department of Attorney General back to the people that it serves. During her tenure as AG she has improved things for Michiganians in various areas including Voting & Civil Rights, Criminal Prosecution & Crime Victims’ Rights and Consumer Protection. She has also helped MPA educate citizens and elected officials by holding FOIA/OMA educational seminars around the state. Prior to being elected Michigan Attorney General, Dana Nessel served as a Wayne County Prosecutor for over a decade. In her private practice, she was lead attorney for the plaintiffs in DeBoer v. Snyder, a precursor to the landmark ruling in Obergefell v. Hodges, which codified same-sex marriage and granted adoption rights to same-sex couples nationwide. A graduate of the University of Michigan and Wayne State University Law School, AG Nessel lives in Southeast Michigan with her wife, Alanna Maguire. They have twin sons.

Bill Ostendorf has more than 45 years of experience in the news media business, from reporting to editing to design and management. And he has experience in training and consulting in newsrooms around the globe. Ostendorf led award-winning newsroom teams at large and small newspapers in a half-dozen states during his 22-years working in newsrooms. He spent 13 of those years at The Providence Journal, where he was a managing editor. He left his newsroom job in 2000 to focus on Creative Circle full-time. Working as a consultant, he has helped redesign more than 850 print publications and more than 1,500 websites. He has served as a strategic consultant to more than 1,000 media companies on three continents. A popular speaker at industry seminars, he has led more than 2,000 workshops in 23 countries on a wide range of topics. Frustrated with hard-to-use, inflexible web software available to his clients, Ostendorf launched a software firm in 2005 to create new and better software for newspapers. His was the first web CMS to offer a paywall and user-contributed content. His firm has designed more than 1,500 media websites and now hosts more than 500 community newspaper sites. Almost all are locally and family owned. Ostendorf has helped save multiple rural papers from closing. And he has helped lead efforts by more than 30 communities to buy local papers from venture capital chains and convert them to local ownership. He has also helped launch multiple new print and digital publications each year, often to compete with hollowed out chain publications. He holds journalism and management degrees from Northwestern University’s Medill School of Journalism.

Andrew Pauwels is a Partner in the Litigation Department at Honigman LLP, where he leads the firm’s Media and Entertainment group. In addition to his complex commercial litigation practice, Andrew represents local and national print and broadcast media companies and their journalists in defamation, media access, and other litigation. He also counsels media clients regarding Freedom of Information Act issues, subpoena and search warrant disputes, and other prepublication issues. Andrew will teach Legal Ethics and Professional Responsibility at the University of Michigan Law School as an Intermittent Lecturer in the fall, though his loyalty will always be to his alma mater, the University of Notre Dame. Andrew lives in Ferndale, Michigan, with his wife Jennifer and their son Anthony.

Matt Paxton is president and publisher of The News-Gazette in Lexington, Virginia, and a fourth-generation family newspaper publisher. A past president of the National Newspaper Association (NNA), he serves on the Mailers’ Technical Advisory Committee and chairs NNA’s Government Relations Committee. Widely recognized as NNA’s leading postal expert, Matt also shares his expertise as an instructor for the Max Heath Postal Institute.

Lisa Pfeifer is the co-founder of Fake Brains Software, based in Denver, Colorado, which has been streamlining industry processes for 35 years, supporting thousands of titles. With in-house development, training, and support, Lisa believes software is only as good as the service that stands behind it. She’s passionate about the industry and helping publishers work efficiently with tools designed just for them.

Walt Potter is a third generation community newspaper publisher who works with the Reynolds Journalism Institute at the University of Missouri School of Journalism to help community papers deal with digital challenges. Potter grew up on the Culpeper (Virginia) Star-Exponent, working for his Dad (who was president of NNA in 1966). He’s also been a reporter and editor at papers in Norfolk, Va.; Nashville and Kansas City as well as general manager of the Emporia (Va.) IndependentMessenger. Potter has a master’s degree from Missouri’s J-School. In 2010 he established at RJI the Walter B. Potter Fund for Innovation in Local Journalism. The Fund has supported numerous conferences and other programs to help community papers find digital solutions. Those efforts have culminated in Potter Digital Ambassadors and the News Media Help Desk.

Dayle Raivetz brings more than 20 years of first-hand experience helping teams improve the way they create, manage, and deliver content. With a background spanning creative production, print and digital operations, workflow strategy, and professional services, she understands how people, process, and technology work together. In her current role as Business Analyst with WoodWing, Dayle partners with publishers, media organizations, and businesses across a wide range of industries to assess workflows, support implementations, guide team adoption, and develop clearer, more resilient ways of working.

Patrick Schless is the CEO of the Community Journalism Project (CJP), which partners with community newspapers across the country to grow and protect subscription revenue. A software engineer by training with leadership roles at Braintree and TempoIQ, Patrick entered the newspaper business as a partner and CTO of Lewis County Press, where he built the automation and retention systems that became CJP. He has worked in community journalism since 2015.

Peggy Scott is a first-generation newspaper publisher, who worked her way up as a journalist and designer. Scott publishes four award-winning community newspapers just south of St. Louis, MO – the Jefferson County Leader, the Arnold-Imperial Leader, the West Side Leader and the Eureka Leader. The four papers have a combined direct-mail circulation of more than 50,000. Subscriptions are free.

Jeanne Straus is President and Publisher of Straus News. She grew the company from four to 17 community publications. Under her watch the publications and websites have won numerous state and national awards for reporting, advertising and design excellence. She has extensive experience hiring and motivating high-performing sales executives and talented, visionary editors resulting in a consistent record of excellence both on the content side and the bottom line.

Thad Swiderski is the President and Founder of eType Services and has more than 43 years of experience in the newspaper industry. He began his career at a metropolitan daily newspaper before joining a startup chain of daily newspapers, where he helped pioneer the consolidated production model that is widely used by newspapers today. In 2010, Thad founded eType Services with the mission of bringing affordable, innovative digital solutions to community newspapers. Today, eType Services is a leading provider of e-editions, websites, mobile apps, and digital publishing solutions for the community newspaper industry. eType Services serves more than 800 newspaper clients across 42 states and is an active member of the National Newspaper Association (NNA), as well as numerous state and regional press associations. Throughout his career, Thad has remained committed to helping community newspapers succeed in an ever-changing digital landscape.

Jim Tarrant joined Michigan Press Association in Spring 2016 bringing his nonprofit management experience from a number of associations. He became the Executive Director of the Public Notice Resource Center when MPA took over management of the organization in 2025. Jim lives in Lansing, Michigan, with his wife Marilyn and is the proud owner of a part of the Green Bay Packers.

Adam Taylor is a Senior Account Executive at RebelMouse, where he has spent the past decade working with publishers on the technology, strategy, and workflows behind modern digital media. His work has spanned sales, marketing, support, AI workflows, and agentic publishing processes. RebelMouse has worked with hundreds of media sites, from local news organizations like The Lakeville Journal and The Millerton News to national media companies and publishers including Common Dreams and Audacy. Adam holds a Ph.D. in neuroscience and brings a research-driven perspective to publishing, technology, and AI.

The NNA Detroit Convention is a great place to mingle, brainstorm, get new ideas, pick up great contacts and grow your business!

Hope to see you there.

The newspaper industry continues to evolve at a pace that challenges even the most seasoned publishers. Shrinking print revenues, shifting audience habits, and the rise of AI‑driven content have forced local news organizations to rethink their business models, diversify revenue streams, and strengthen community engagement.

In this environment, industry conventions are no longer optional, they are essential. Two of the most important gatherings this year are the Local Media Association (LMA) Summit, taking place August 18–20 at the Gleacher Center in Chicago, and the National Newspaper Association (NNA) Convention, scheduled for September 17–18 at the Detroit Marriott. Each event offers distinct value, and understanding their differences helps publishers decide how to maximize their time, budgets, and strategic priorities.

The Local Media Association (LMA) focuses on innovation, digital transformation, and revenue diversification, topics that are increasingly vital for publishers navigating a post‑print world. Attendees can expect sessions on AI‑assisted workflows, newsletter‑first strategies, community-funded journalism, digital advertising optimization, and emerging business models. The Gleacher Center, located in downtown Chicago, provides an academic yet modern environment that encourages collaboration and strategic thinking. For publishers seeking to modernize operations, experiment with new revenue channels, or learn from digital‑native success stories, LMA is the ideal setting.

The National Newspaper Association Convention, by contrast, is deeply rooted in the traditions and realities of community journalism. NNA represents small-town and rural newspapers, many of which remain the backbone of civic reporting in the United States. The Detroit Marriott will host discussions on postal issues, public notice legislation, newsroom staffing, print frequency decisions and the challenges facing independent publishers who serve tight-knit communities. While NNA also addresses digital transformation, its focus is more pragmatic and grounded in the day-to-day realities of running a local newspaper with limited resources. Publishers who rely heavily on print, who serve rural or suburban communities, or who want to strengthen their advocacy voice will find NNA indispensable.

Despite their differences, both conventions share a common mission: strengthening local news. Publishers who attend gain access to industry leaders, practical workshops, and peer networks that can help them navigate the shifting media landscape. At LMA, attendees often leave with new digital strategies, partnerships, and tools that can be implemented immediately. At NNA, publishers gain clarity on regulatory issues, postal challenges, and community engagement tactics that directly affect their operations. Both events offer opportunities to learn from case studies, participate in roundtables, and connect with vendors offering solutions tailored to local media.

One of the most compelling reasons for newspapers to attend these conventions is the chance to benchmark their performance and strategies against peers. In an industry where isolation is common, especially for small publishers, these gatherings provide a rare opportunity to compare notes, share challenges, and discover new approaches. Whether it’s learning how another publisher doubled newsletter revenue, improved print distribution efficiency, or launched a profitable events division, the insights gained can be transformative.

Another reason to attend is the access to industry research and data. LMA is known for presenting cutting-edge studies on audience behavior, advertising trends, and digital subscription performance. NNA offers detailed analysis of postal rates, legal notice requirements, and federal or state-level policy changes that directly impact local newspapers. This information helps publishers make informed decisions and advocate effectively for their businesses.

The networking opportunities alone justify attendance. At LMA, publishers can meet digital strategists, technology partners, and innovators who are shaping the future of local media. At NNA, attendees connect with fellow community publishers who understand the unique pressures of running a small-town newspaper. These relationships often lead to collaborations, shared resources, and long-term support networks.

For newspapers deciding which convention to attend, the answer may be both. Publishers who want to modernize their digital operations should prioritize LMA. Those who rely heavily on print, serve rural communities, or need guidance on postal and legal issues should prioritize NNA. But attending both provides a holistic view of the industry, one that blends innovation with tradition, digital growth with community service, and experimentation with stability.

In a time when local news faces unprecedented challenges, these conventions offer clarity, direction, and inspiration. They remind publishers that they are not alone, that solutions exist, and that the future of local journalism is still being written by those willing to show up, learn, and lead.

Small Newspapers & Local Media 2026

Local news remains in crisis. More than 600 local news outlets have closed across 388 communities since 2008 in Canada alone, according to the Local News Research.
In the US, more than 2,500 newspapers have closed in the same time period, according to Northwestern University’s Medill School.

Publishers report declining print revenue, plateauing digital subscriptions, and traffic drops caused by AI search summaries and reduced referral traffic. In the Local Media Consortium’s 2026 survey:

• 72% of publishers saw digital revenue up or flat in 2025

• 85% expect similar growth in 2026

• Subscription challenges increased 383% year-over-year

Small publishers are particularly vulnerable because they lack the scale, engineering resources, and bargaining power of national chains. Yet they remain indispensable for coverage of courts, policing, city hall, and community sports — the civic reporting no national outlet can replicate.

Legislation & Government Support for Local Media

Canada: Major Legislative Interventions

1. Online News Act (Bill C‑18)

This landmark legislation requires large digital platforms to compensate Canadian news businesses for use of their content. It has resulted in ~$100 million annually from Google flowing to Canadian publishers.
Small publishers were excluded from earlier private licensing deals with platforms, but the Act ensures they now receive support.

2. Canadian Journalism Labour Tax Credit (CJTC)

A refundable tax credit supporting newsroom employment.

• Currently 35% refundable credit for qualifying journalism organizations.

• Scheduled to drop to 25% on Jan 1, 2027, but publishers are lobbying to maintain 35% due to its significant impact on newsroom stability.

• The 2026 Spring Economic Update reaffirmed federal commitment and proposed expanding the credit to audio and audiovisual news production.

3. Federal Advertising Set‑Aside (Proposed)

Publishers are advocating for Ottawa to reserve 25% of federal advertising budgets for Canadian news outlets — similar to policies in Ontario, New York City, and Maryland.

4. Emerging Support Models

Reports from the Public Policy Forum and Rideau Hall Foundation highlight new initiatives:

• Legal support networks for journalists

• Philanthropic funding accelerators

• Shared services hubs for small outlets

Legislation & Government Support in the U.S.

Unlike Canada’s Online News Act, the U.S. has no federal law requiring platforms to compensate publishers. But several state‑level and proposed federal measures are shaping the landscape.

1. Journalism Competition & Preservation Act (JCPA) – Federal (Proposed)

This bipartisan bill would allow news organizations to collectively negotiate with tech platforms for compensation.
It has not passed, but it remains one of the most discussed policy proposals in U.S. media circles.

2. California Journalism Preservation Act (CJPA) – Passed 2024, Implementation Ongoing

California became the first state to pass legislation requiring large tech platforms to pay publishers for use of their content.
Key features:

• Payments tied to advertising revenue

• Funds directed to newsroom employment

• Applies to publishers meeting certain size and content criteria

Implementation is still unfolding, but it is expected to influence other states.

3. State-Level Tax Credits & Grants

Several states have introduced or proposed support measures:

• New York: Tax credits for hiring local journalists

• New Jersey: Civic Information Consortium grants for local news innovation

• Maryland: State advertising set‑asides for local media

• Illinois: Proposed payroll tax credits for newsroom jobs

These programs are smaller than Canada’s CJTC but represent a growing trend toward state‑level intervention.

4. Public Notice Requirements

Many states still require legal notices to be published in newspapers.
This remains a critical revenue stream for small publishers, though some governments are attempting to move notices online — a major threat to local papers.

New Trends for Small Publishers (2026)

1. Cross‑Platform Digital Advertising Growth

Publishers are shifting from traditional banner ads to integrated campaigns across web, mobile, video, OTT/CTV, newsletters, and social.
Video, branded content, and email newsletters were top revenue successes in 2025.

2. Subscription Plateau → Membership & Donations

With only 15% of consumers willing to pay for news, publishers are pivoting to:

• Membership programs

• Voluntary contributions

• Community sponsorships

3. AI‑Driven Discovery Changes

AI search summaries reduce click‑through traffic. Publishers are responding with:

• Direct audience engagement (newsletters, SMS alerts)

• Stronger SEO for evergreen content

• More video and multimedia formats

4. Shared Services & Collaboration

Small outlets increasingly pool resources:

• Joint ad networks

• Shared CMS platforms

• Regional investigative teams

5. Philanthropy & Nonprofit Models

Philanthropic funding is rising but considered a bridge, not a permanent solution.

Revenue Models & Tools Small Publishers Are Using

1. Digital Advertising (Cross‑Platform)

Advertisers now buy multi‑channel packages:

• Web display

• Mobile

• Video/OTT/CTV

• Sponsored newsletters

• Branded content

Tools used:

• NewsPassID (brand‑safe local news advertising)

• Digital‑On‑Demand Services (DODS) for tech support

2. Events & Community Engagement

Publishers increasingly host:

• Local business expos

• Community awards

• Ticketed events

• Even unconventional revenue streams like local TV bingo funding newsrooms

3. Sponsored Content & Native Advertising

Local businesses prefer storytelling over simple display ads.
Examples:

• “Meet the Maker” profiles

• “Local Business Spotlight” series

• Industry explainer articles

4. E‑commerce & Affiliate Revenue

Some small outlets add:

• Local product guides

• Affiliate links

• Marketplace listings

5. Government & Institutional Advertising

Governments, hospitals, universities, and public agencies remain reliable advertisers.
Publishers are pushing for guaranteed allocations (25% set‑aside).

6. Philanthropic Grants & Foundations

Used for:

• Hiring reporters

• Launching investigative projects

• Building digital infrastructure

Who Is Advertising in Local Media Today?

1. Local Businesses

Still the backbone of community advertising:

• Restaurants

• Retail shops

• Real estate agents

• Home services

• Auto dealers

• Medical clinics

2. Government & Public Institutions

Municipal, provincial, and federal agencies use local media for:

• Public notices

• Health campaigns

• Community programs

3. National Brands Seeking Local Reach

Industries include:

• Telecom

• Banking

• Insurance

• Grocery chains

• Automotive manufacturers

4. Nonprofits & Community Organizations

Often sponsor editorial series or event partnerships.

Is Co‑op or Supplier Ad Funding Still Viable?

Yes — but evolving.

Co‑op advertising (where suppliers reimburse retailers for local ads) remains viable, especially in:

• Automotive parts & service

• Hardware & home improvement

• Agriculture

• Outdoor equipment

• Appliances & electronics

However, the format has shifted:

• Less print‑only co‑op

• More digital packages (video, social, newsletters)

• More demand for measurable ROI

• More templated creative provided by suppliers

Publishers who offer turnkey digital ad packages with reporting dashboards are seeing stronger co‑op participation.

Practical Guidance for Small Publishers

1. Build a Multi‑Stream Revenue Portfolio

Diversify across:

• Cross‑platform digital ads

• Memberships

• Events

• Sponsored content

• Philanthropy

• Marketplace listings

2. Strengthen Direct Audience Channels

Email newsletters remain one of the highest‑ROI tools.

3. Invest in Video & CTV

Video/OTT/CTV was one of the top revenue successes in 2025.

4. Leverage Government Programs

Maintain eligibility for:

• CJTC

• Online News Act funding

• Provincial advertising allocations

5. Collaborate Regionally

Shared services reduce costs and increase capacity.

Final Takeaway

Small newspapers and local media are under pressure, but new legislation, tax credits, platform payments, and diversified revenue models are creating a path forward. The future belongs to publishers who embrace cross‑platform advertising, direct audience engagement, collaborative infrastructure, innovative revenue streams with helpful new technologies and workflows.

AdWorks Ad Management Software Solution has earned its reputation as the undisputed choice for this market. Backed by News Net Inc.’s over 35 years of experience and a team of seasoned technicians, AdWorks provides the performance, reliability, and integrated workflow necessary for sustained success in a deadline-driven environment.

The core AdWorks® App is an Enterprise Ad Management System that acts as the central hub for your entire operation, consolidating ad sales, scheduling, billing, reporting, and production workflows into one intuitive platform.

Built to be easy to use and learn, AdWorks drastically reduces the staff training curve and supports both Mac, PC clients or a fully web based setup . Beyond its core functionality, the system is engineered to directly impact your bottom line: it offers features like Payment Links for sending electronic invoices with payment details and an auto-billing option, which is crucial for maximizing revenue and drastically reducing Accounts Receivable.

The true brilliance of the AdWorks solution is its specialized suite of tools that automate labor-intensive tasks while maintaining cost-effectiveness.

AdPlacer™is the affordable InDesign Ad Placement and Layout Tool that seamlessly integrates with Adobe InDesign, serving as the ideal solution for smaller newspapers seeking robust, user-friendly ad layout without the complications of enterprise-level systems.

AdsOnline™ module revolutionizes classified ad intake and publishing: it allows customers to enter ads and process payments directly on your website, flowing the data into the AdWorks database in real time for approval and eliminating the manual CSV import drudgery. This self-service functionality dramatically reduces the administrative burden, freeing your sales team to focus on growing revenue.

MediaCRM™ is a powerful customer relationship management system built specifically for the media industry. It provides the tools needed to manage advertisers, track leads and opportunities, organize communications, and strengthen long-term client relationships. Fully integrated with AdWorks, MediaCRM™ gives your sales team real-time access to account activity, advertising history, and customer insights – all in one centralized platform designed to help media organizations increase sales and grow revenue.

By adopting the cohesive, end-to-end platform offered by AdWorks, publishers gain a strategic advantage in a competitive market. The integration of ad management, production, and online tools ensures error reduction, time savings, and consistent honoring of advertiser requests. This is not just software; it’s a smarter workflow solution that can scale with your newspaper, providing operational stability from a powerful full newspaper ad management system, all starting at a highly affordable monthly cost. Choose the system that empowers your team, simplifies your production, and is consistently trusted as the Number One software for small to medium-sized newspapers: AdWorks Ad Management Software Solution.

For a demo or more information contact: Email​: alan@​newsnet.ca​

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AdSalesPro introduces a new era for publishers who want to move beyond Excel without taking on massive software costs. At a flat $50 per month, with no additional fees, no contracts, and no hidden charges, it delivers the power of a full Ad Sales CRM system at a price small publishers can finally justify.

The platform is fully web‑based, requiring no app, no installation, and no special equipment. If you can open a browser, you can run your entire operation from anywhere, your office, your home, a client meeting, or even your phone while on the go. This level of mobility and accessibility is something Excel could never offer, and it immediately transforms how small teams work.

What makes AdSalesPro stand out is its simplicity. It’s designed so publishers can start with the basics, tracking ads, managing clients and prospects, organizing issues, and then grow into more advanced features as their needs evolve, like sending quotes from the program. Users consistently describe it as the easiest ad sales and CRM product they’ve ever used, praising its clean design, intuitive workflow, and the way it eliminates the clutter and confusion of spreadsheets. Many report that it exceeds expectations, delivering a level of clarity and control they didn’t think was possible at this price point.

AdSalesPro is not just another tool; it’s the next‑generation platform small newspapers and magazines have been waiting for. It brings structure where there was chaos, automation where there was manual work, and confidence where there was uncertainty. For publishers who have been stuck with Excel because nothing else fit their budget or their workflow, AdSalesPro finally provides a modern, affordable path forward.

Publishers can sign up for a free demo to see the system in action and experience firsthand how dramatically it simplifies operations. More information, screenshots, feature details and demo signup are available at adsalespro.com

AdSalesPro Pricing
$50 per month flat fee, no other charges with a simple user/login you can run from any computer anywhere. AdSalesPro is fully cloud based. This login can be shared, however only accessible with one user at a time. Additional user logins are separate fees.

Signup for a demo and see what’s new.

If you have any questions, want more into, call or email info below.
For more info contact ASP directly: alan@adsalespro.com

AdSalesPro is quickly emerging as the front‑end system small and medium‑sized newspapers have been waiting for quite literally for years. In an industry where legacy tools have grown clunky, expensive, and painfully outdated, AdSalesPro arrives as a breath of fresh air: modern, intuitive, affordable, and built specifically for the realities of newspaper and community‑based publishing. For publishers who have long asked for change, AdSalesPro has delivered with confidence and clarity. It brings together CRM, ad booking, and production management in one streamlined platform designed for newspapers, magazines, community publications, associations, and religious organizations. In short, it makes ad sales simple again.

For decades, small and mid‑sized newspapers have been forced to choose between overly complex enterprise systems or generic CRMs that never quite fit the way media sales teams actually work. AdSalesPro breaks that cycle. It gives publishers something they’ve been craving: a system that understands their workflow, supports their revenue goals, and doesn’t require weeks of training or a team of IT specialists to operate. It’s built for the pace of local media fast, flexible, and focused on results.

At the heart of AdSalesPro is a powerful CRM designed specifically for media sales. Instead of forcing publishers to adapt to a generic sales tool, AdSalesPro adapts to them. Advertiser contacts, leads, opportunities, and communication history all live in one place, giving sales teams full visibility into their pipeline. Every call, every follow‑up, every deal stage is tracked with clarity. Sales reps stay organized, managers stay informed, and no opportunity slips through the cracks. For organizations that have struggled with scattered spreadsheets or outdated databases, this alone is transformative.

But AdSalesPro doesn’t stop at CRM. It brings clarity across every campaign, giving teams instant insight into what’s booked, where it’s running, and when it’s scheduled. Whether a publication manages one title or several, print or digital, weekly or monthly, AdSalesPro keeps everything organized without the chaos. The system’s streamlined ad booking tools make order entry fast, accurate, and frustration‑free. Sales reps can schedule and submit orders in minutes, not hours, and production teams receive clean, complete information every time.

Production management is another area where AdSalesPro shines. Newspapers often juggle hundreds of ads across multiple publications, deadlines, and formats. AdSalesPro gives teams complete control over the production pipeline, tracking every ad from creation to completion with real‑time status updates. Need to know what’s running? What’s pending? What needs attention? It’s all visible instantly. This level of transparency eliminates bottlenecks, reduces errors, and ensures that every issue goes to press on schedule.

The platform’s feature set is comprehensive yet refreshingly simple. Users can schedule and submit orders, manage accounts and contacts, track leads and opportunities, log calls, and stay on top of tasks and follow‑ups all within one integrated system. Activity and task management tools help sales reps prioritize their day, while call logging ensures every client interaction is captured. For publishers who have struggled with disjointed systems or manual processes, AdSalesPro brings everything together in a way that feels natural and intuitive.

What truly sets AdSalesPro apart is its ease of use. Many newspaper systems are notoriously complicated, requiring extensive training and constant support. AdSalesPro is the opposite. It’s highly integrated, thoughtfully designed, and remarkably easy to learn. Even teams with limited technical experience can get up and running quickly. The interface is clean, the workflow is logical, and the learning curve is minimal. It’s built to help teams get work done not get lost in menus and modules.

Too many CRMs are bloated, confusing, and built for generic sales teams. AdSalesPro is different. It’s purpose‑built for media, shaped by the real‑world needs of publishers, and refined to eliminate unnecessary complexity. It gives sales teams the tools they need without overwhelming them with features they’ll never use. That simplicity is a competitive advantage, especially for smaller organizations that need efficiency, not excess.

The publishing industry has been asking for a solution like this for a long time. A system that’s affordable enough for small newspapers, powerful enough for growing ones, and intuitive enough for teams that don’t have time to wrestle with technology. AdSalesPro checks every box. It brings modern capabilities to an industry that has often been underserved by software providers, and it does so with an upbeat, forward‑thinking approach that aligns perfectly with the needs of today’s publishers.

In an era where local journalism is more important than ever, tools that support revenue growth and operational efficiency are essential. AdSalesPro empowers newspapers to focus on what they do best serving their communities while giving them the technology to thrive in a competitive marketplace. It turns relationships into revenue, chaos into clarity, and outdated processes into streamlined workflows.

For small and medium‑sized newspapers looking to modernize without breaking the bank, AdSalesPro isn’t just another option. It’s the solution they’ve been waiting for. The industry wanted change, and AdSalesPro has delivered with confidence, simplicity, and purpose. It’s time for publishers to experience ad sales made simple.

To see AdSalesPro first hand, book a demo at: adsalespro.com

Publishers News copyright protected.

Small and medium‑sized newspapers across North America enter 2026 facing a paradox: audience demand for trustworthy local information remains strong, yet traditional revenue streams continue to erode.

The most successful outlets are those that have embraced diversified revenue, cross‑platform advertising, community‑rooted engagement, and pragmatic use of technology. Industry surveys show that subscription growth has plateaued and AI‑driven search is reshaping traffic patterns, forcing publishers to rethink sustainability models.

Fran Wills, CEO of the Local Media Consortium, notes that “subscription growth has plateaued, and AI‑driven search is reshaping traffic patterns,” pushing publishers toward innovative cross‑platform ad strategies and deeper audience engagement programs.

At the same time, digital ad revenue remains one of the few bright spots: 72% of publishers saw digital revenue up or flat in 2025, and 85% expect similar growth in 2026. This environment demands that small and mid‑sized newspapers adopt a more entrepreneurial mindset, one that blends journalism, product thinking, and community partnership.

A major shift underway is the rise of cross‑platform advertising, which is expected to dominate local media strategies in 2026. Publishers are increasingly packaging campaigns across web, mobile, newsletters, video, and even OTT/CTV channels. Growth in video and branded content has been especially strong, with publishers citing video/OTT/CTV and email newsletters as top revenue successes in 2025.

This aligns with broader market data showing that video ads on newspaper sites grew 22% globally in 2022, reaching $1 billion.

For small outlets, this means investing in lightweight video production, partnering with local videographers, or using templated video tools to create sponsor‑friendly content. Derek Price of Green Shoot Media argues that the real story in 2026 will be “pragmatism”, publishers doubling down on revenue streams that actually work, such as digital subscriptions, branded content, and outsourced special sections.

His advice to ad managers: use data to pinpoint high‑performing topics and design products around them, rather than scattering efforts across too many initiatives.

Still, relying on advertising alone is risky. Local journalism experts emphasize diversified revenue models as the most realistic path to sustainability. A 2026 playbook for local journalism highlights memberships, tiered subscriptions, nonprofit funding, events, and public grants as essential components of a modern revenue mix.

Memberships, especially those offering local perks or behind‑the‑scenes access have proven effective in boosting retention. Bundled subscriptions (news + video) have also been adopted by 25% of newspapers, increasing retention by 15%. Loyalty programs can further increase retention by 25%, suggesting that newspapers should think like consumer focused digital businesses rather than legacy media.

Events remain an underutilized but powerful revenue stream: community forums, local business expos, and sponsored speaker series not only generate income but also strengthen the paper’s role as a civic institution.

Another promising avenue is audience centric product development. Hyperlocal newsletters focused on neighborhoods, schools, or specific interest groups have become one of the most effective tools for engagement and monetization. The Local Media Consortium survey found newsletters among the top successes of 2025.

Small newsrooms can start with a single high‑quality newsletter that readers forward to friends, building organic growth. Data‑driven local tools such as school rating dashboards or permit trackers also create daily utility, increasing the likelihood that readers will pay.

These product focused approaches align with broader industry trends: digital display ads grew 8% to $3.2 billion in the U.S. in 2022, and programmatic ads now account for 40% of digital newspaper ad spend. Newspapers that build strong digital products are better positioned to capture these revenue streams.

Legal structure is another area where innovation is accelerating. Many small and mid‑sized outlets are exploring nonprofit or hybrid models, which unlock philanthropic funding and grant opportunities. This approach has gained traction as advertising declines and communities seek to preserve local reporting.

The 2026 local journalism strategy guide notes that nonprofit and hybrid structures allow outlets to blend philanthropy with traditional revenue, creating more stable financial footing. Collaborative reporting networks where multiple outlets share reporters, data, or investigative resources also reduce costs and attract funders interested in regional impact.

These collaborations are especially valuable in rural or underserved areas where single outlets cannot sustain full beats on their own.

Technology, particularly AI, is reshaping workflows and revenue opportunities. According to an Associated Press survey, 73.8% of newsroom professionals had used generative AI in some capacity by 2024. In 2026, more local newsrooms will experiment with AI tools to boost efficiency, though some will face “embarrassing scandals” when misused, as Derek Price warns.

The most innovative publishers will use AI to free up staff time automating transcription, summarizing public documents, or generating templated content, while reinvesting saved hours into human‑centered storytelling. AI also enables new revenue products, such as personalized newsletters or automated real‑estate and business listings. However, newspapers must maintain transparency and editorial oversight to preserve trust.

The broader North American press market continues to transition from print to digital, driven by mobile consumption, multimedia demand, and advanced publishing technologies. Key factors influencing digital adoption include technological advancements, shifting consumer behavior, regulatory compliance, and increased competition from digital‑native outlets.

For small and mid‑sized newspapers, this means prioritizing mobile first design, investing in analytics, and ensuring compliance with privacy and advertising regulations. It also means embracing niche coverage areas where they can outperform national competitors local schools, zoning, courts, and community events.

Ultimately, the newspapers that thrive in 2026 will be those that embrace diversification, community connection, and strategic innovation.

They will treat journalism as both a civic mission and a product that must evolve with audience needs. They will build revenue portfolios that blend advertising, memberships, events, philanthropy, and digital products. They will use AI pragmatically, not as a replacement for journalists but as a tool to enhance efficiency.

And they will lean into collaboration across newsrooms, across platforms, and across their communities. The path forward is challenging, but the opportunities are real for publishers willing to rethink old assumptions and build models rooted in value, trust, and adaptability.