Our Hometown Blog

Matt Larson, President and CEO of Our-Hometown Web Publishing, met with Betsy Edwards, Executive Director of the Virginia Press Association (VPA), to prepare for an upcoming webinar aimed at other press associations. The discussion covered the planned presentation for the webinar, which will highlight the success of Virginia’s Digital Initiative in getting print newspapers online.

Key topics included the initiative’s results (increased page views and revenue), case studies, Our-Hometown’s turnkey solution, and the critical importance of newspapers having an online presence, particularly in the context of public notices and legislative advocacy. Betsy provided extensive context on the challenges faced by newspapers without websites, the strategic role of statewide public notice platforms, and the legislative efforts to protect public notice revenue in a rapidly digitizing media landscape. The meeting also touched upon the need for timely online news updates and the difficulties in pricing digital advertising and public notices.

Webinar Preparation & Agenda Overview

Matt Larson initiated the discussion by outlining the plan for an upcoming webinar aimed at other press associations. He proposed using a modified version of a previous presentation, emphasizing a free-form discussion format. He noted the current low registration (only Jen Madden from South Carolina) and suggested the initial meeting might be a more intimate conversation between Betsy and him.

Virginia’s Digital Initiative: Goals & Results

Matt detailed the proposed structure for the webinar, starting with introductions and an overview from Betsy on the Virginia Press Association’s (VPA) goals for the program. He would then present Our-Hometown’s results from the initiative, focusing on the six participating papers. The key metric for success would be comparing page views and revenue from the most recent six months against the first six months of their online presence.

Digital Success Stories: Career Record & Rappahannock Times

Matt highlighted specific success stories from the Virginia initiative. The Career Record was identified as a leader in digital revenue and subscribers, while the Rappahannock Times showed significant increases in page views. He suggested that these publishers could potentially join future meetings to share their experiences directly.

Expanding the Initiative: Illinois & Kansas Examples

To demonstrate the broader applicability and proven track record of the digital initiative, Matt introduced examples from other states. He mentioned the Illinois Press Association, which has launched four sites hosting five papers, and the Kansas initiative, featuring the Galena Sentinel Times. This context aims to show that the concept has been successfully implemented elsewhere.

Our-Hometown’s Turnkey Solution & Member Benefits

Matt elaborated on Our-Hometown’s offering, describing it as a “turnkey solution” for press association members. He explained that the initiative provides perpetual discounts for members, regardless of whether the association chooses to fund the websites directly. The presentation would cover essential website features, mention Our-Hometown’s ad network, and outline the simple process for getting started.

The Critical Need for Newspaper Websites

Betsy underscored the urgent problem of many newspapers, particularly in other states, lacking any online presence. She highlighted that some states have “dozens of papers with no websites,” emphasizing the critical need for initiatives like Our-Hometown’s to bring these publications into the digital age.

Public Notices: The Shift to Digital & Atlanta Journal-Constitution Case

Betsy discussed the evolving landscape of public notices, which are traditionally a significant revenue source for print newspapers. She noted that public notices are becoming increasingly important for online news sites as well. A major development cited was the Atlanta Journal-Constitution’s decision to go entirely digital by December 31st, signaling a broader trend that necessitates online capabilities for all newspapers.

Virginia’s Public Notice Law & Statewide Website

Betsy explained Virginia’s proactive legislative efforts, specifically a 2019 bill that maintained public notices in newspapers while adding crucial digital requirements. This law mandates that newspapers with websites must advertise public notices from their landing page, ensure they are accessible in front of any paywall, and submit them to the VPA’s statewide public notice website.

The VPA Statewide Public Notice Platform

Betsy provided a detailed overview of the Virginia Press Association’s statewide public notice website, which utilizes a platform developed by the Illinois Press Association. She explained that this platform ensures public notices are available in three places: print, the individual newspaper’s website (in front of a paywall), and the statewide website, which is keyword searchable and free. This comprehensive approach helps counter arguments from legislators about public access to information.

Newspaper Sustainability & Legislative Influence

Betsy passionately argued that newspapers must embrace digital platforms for long-term sustainability. She stressed that without a website, newspapers cannot effectively compete in 2025, reach younger audiences, or maintain credibility with legislators. Being perceived as “stuck in another century” undermines their position, especially when advocating for the retention of public notice revenue.

Countering Legislative Challenges to Public Notices

Betsy recounted how the VPA successfully addressed long-standing complaints from local governments regarding the cost of public notices in print. By implementing the 2019 law that included online posting requirements and the statewide website, the VPA effectively “shut them up” on the issue, countering proposals to move public notices solely to local government websites, which are less accessible and less effective.

Debunking Public Notice Cost Myths

Betsy presented compelling data to debunk the myth that public notices are an exorbitant cost for local governments. Citing a 2016 survey, she showed that for a large city like Virginia Beach, the annual cost of public notices ($70,000) was negligible compared to its $2.6 billion budget, equating to only $0.58 per person. This data reinforces the value and affordability of keeping public notices in newspapers.

The Imperative of Timely Online News Updates

Betsy emphasized the critical need for newspapers, particularly weeklies, to update their news online between print editions. She argued that in today’s fast-paced news cycle, waiting for the next print run means losing out to other media, like TV websites, for breaking news. An online presence allows newspapers to provide immediate updates and remain the go-to source for local information.

Integrating Public Notices with the Digital Initiative

Matt considered the possibility of Our-Hometown assisting states with their public notice websites as part of the digital initiative. Betsy clarified that while many states already have statewide public notice platforms (often using the Illinois model), the more pressing need is to get the “hundreds and hundreds” of small newspapers online and ensure that Our-Hometown’s client papers are properly feeding their public notices into these existing statewide systems.

States with High Numbers of Offline Newspapers

Betsy identified several rural states, including Nebraska, Kansas, Oklahoma, Wyoming, and Montana, as having a significant number of newspapers that still lack websites. She noted that these small papers, often with only 300-400 readers, mistakenly believe they cannot justify the cost of a website, despite the clear benefits for their survival and relevance.

Competition from Online-Only News Sites & Virginia’s Response

Betsy discussed the growing competition from new online-only, often nonprofit, news websites. She explained that Virginia proactively passed a law allowing these online-only sites to publish public notices, but with strict guardrails. These qualifications include requirements for circuit court audits, proof of local government coverage, and local reporters, preventing unqualified “bloggers” from scooping this revenue.

Strategic Legislative Engagement for Press Associations

Betsy provided insights into effective legislative strategy, emphasizing the importance of press associations working with legislators to draft favorable bills rather than simply opposing unfavorable ones. She highlighted the realities of part-time legislators, “horse-trading,” and the need to educate them on complex issues like public notices, ensuring the industry’s interests are protected.

Protecting Future Revenue: The Online-Only Transition

Betsy cited the example of Tom La Paz, a long-time weekly newspaper owner who transitioned to online-only during COVID and became a proponent of the new Virginia law. This case illustrates the future trend of newspapers moving entirely online, and the legislation ensures that these digital-first publications can retain public notice revenue, protecting the industry’s financial future.

Challenges in Pricing Digital Public Notices

Betsy pointed out a significant challenge: newspapers often struggle to price digital public notices effectively. Accustomed to print-based pricing models (e.g., by size), they tend to drastically undercharge for online notices (e.g., $100 online vs. $300 print). She warned that once a low price is set, it’s difficult to increase it, leading to lost revenue.

Conclusion: The Undeniable Value of Going Digital

Matt and Betsy concluded the discussion by reiterating their shared conviction that there is “no downside” and “only good” in newspapers establishing an online presence. They agreed that while there was once uncertainty, the industry has moved past questioning the necessity of digital, reinforcing the core message and urgency of Our-Hometown’s Digital Initiative.

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