Hometown newspapers are small businesses, just like the hardware store, the cafe, or the auto repair shop. They’re not just “media.” They’re employers, sponsors, storytellers, and neighbors, and their work ripples through every corner of the community.

This year, collaboration is a focus of ours at SaveYour.Town, and I want to talk about how newspapers and local businesses can truly work together. Both sides bring value. Your newspaper can be an incredible resource for your business, and your support helps keep local journalism strong.

Use Your Local Paper as a Valuable Resource

Share Your Press Releases 

Newspapers still do something better than almost anyone else: they get local information in front of local people. When you’ve got something to share—a new product, an event, a success story—send a press release to every paper you can: your hometown, nearby towns, and regional outlets.

A good advertising department won’t just print your story, they’ll help you build on it. They might mock up ads, stop by your business, or help turn that small piece of news into a bigger presence. Local stories and local advertising work hand in hand, keeping attention, dollars, and pride right where they belong: in your community.

If they don’t do this automatically, you can do it yourself: mockup your own ad and ask about it when carrying the press release.

Photos Make that the Newspaper Make Everyone Smile

In one small town, the local newspaper ran photos of everyone who bought a seat in the Save the Webster Theater fundraiser. People cut out their pictures, shared them, and proudly showed them off. That’s the magic of local journalism—it celebrates people, connects neighbors, and turns ordinary moments into community pride.

No social media algorithm can do that. Only someone who knows the people and the place can.
What could you do like that in your community?

Newspapers Fit in the New Way to Market

Marketing in newspapers used to be the way to reach your audience. Now, it’s part of a mix that includes social media, email newsletters, and websites. Successful newspapers have adapted; they’re publishing both online and in print, meeting readers where they are.

Your local paper might even offer digital ads, social media promotions, or direct marketing campaigns. Those “new ways” are built on the trust and relationships newspapers have earned over decades. Going digital doesn’t replace print—it expands your reach while keeping your connection local.

Collaboration, Not Just Ads

Your hometown paper already captures the heartbeat of your community—business updates, church events, reunions, and celebrations. Now’s the time to think about how to collaborate more deeply.

How can your business and your newspaper co-create campaigns, share stories, and build relationships that last? When you work together, everyone benefits. The stories are richer, the economy is stronger, and the sense of pride runs deeper.

Supporting your local newspaper is part of “shop local.” A town that values its local news invests in its own future. When local media lose revenue, you feel it—in fewer stories, less coverage, and fewer opportunities to connect. Supporting your paper means investing in your town’s voice—and your business benefits from that, too.

How Newspapers Can Be Better Local Businesses

Tell Your Own Story

Newspapers can strengthen their community connection by telling their own story. Don’t assume people know what you do—show them.

• Share the range of what you cover, from birthdays and sports to civic meetings.
• Introduce your team so readers can connect faces to bylines.
• Celebrate your achievements and update readers on what’s next.
• Use your website and social channels to share more stories beyond print.

Many of you already show up at council meetings, Friday night games, and ribbon cuttings. You share obituaries, honor rolls, and community milestones—let us know where to find those stories online, too.

Make It Easy to Work With You

A simple “Work With Us” webpage or one-sheet can make advertising easier for local businesses. Include who your readers are, which sections perform best, and when seasonal peaks happen. That turns your newspaper from “a place to buy ads” into “a partner that helps small businesses grow.”

Here’s what could go on that page or a simple one-sheet:

• Who reads your paper: top age ranges, key ZIP codes, and the most popular sections.
• When they read it: weekday vs. weekend audience.
• Which sections work best for which audiences: weekend features for families, sports for local fans, business page for professionals.
• Seasonal spikes: back-to-school, holidays, elections, big local events—so advertisers can time their campaigns.

Go Deeper with Small Businesses

Small businesses and newspapers need each other. Let’s move beyond “Do you want to buy an ad?” and instead ask, “How can we work together long-term?”

Try things like:

• Basic ad-planning sessions
  • Sit down with businesses and help them:
  • Define their ideal customer using your readership data.
  • Choose the right sections and days.
  • Set a realistic frequency so the message has time to work.
• “Track-with-us” packages Don’t just run ads—help track what happens. Include:
  • A clear call-to-action (bring in this coupon, scan this QR code, visit this URL).
  • A unique coupon, QR code, or URL for that campaign.
  • A simple tracking sheet or shared dashboard.
  • A short results review at the end: what worked, what didn’t, and what to try next.
• Reader surveys for advertisers. Run occasional sponsored questions like:
  • “Where do you shop for gifts?”
  • “Which restaurants do you visit most often?” This engages readers and gives advertisers insight they cannot get from a generic online dashboard.

These steps can turn newspapers from simple ad vendors into trusted community partners and problem-solvers.

 Shop local is even more important these days. And that includes your local newspaper.

Guest Post by Jason Duff, Small Nation

I’ve been noticing something interesting happening across the small towns we work in, and I don’t think it’s temporary. In a time where inflation is still pinching wallets, customers aren’t just spending less, they’re shopping differently.

They’re hunting. Not just for cheap, but for value, uniqueness, and the thrill of the find.

You see it everywhere right now. Packed thrift stores, vintage shops turning inventory weekly, overstock and pallet stores with lines out the door, and pop-ups and bin sales creating urgency and buzz.

This isn’t just about saving money. It’s about experience and value colliding.

I call it the “Treasure Hunt Economy.”

Customers want the thrill of the deal, the unexpected find, and the feeling that they won the purchase.

You just need a dedicated experience within your store.

Just Uneeq is one of the retailers who has exercised discounts and sales and a section of their store and at times their Facebook page to run a unique deal, special or sale.

A Robbin’s Nest also has a section of their store, offering discounts on seasonal items and home décor at 50% off or more.

Here are a few simple plays I’m seeing work right now.

• Create a clearly defined “deal zone” with your best values, markdowns, or one-off buys.
• Rotate it often, because the magic isn’t just the price, it’s the change and the reason to come back.
• Mix in the unexpected, whether that’s closeouts, local maker items, samples, returns, or vintage pieces, and make it feel like a true discovery zone.
• Make it visible and branded. Don’t hide it in the back corner. Call it something fun that fits your space.
• And finally, price it to move.

This section isn’t about maximizing margin. It’s about driving traffic, creating energy, and building momentum. In small towns, where word travels fast, that feeling spreads even faster.

About the guest author

Jason Duff is the Founder of Small Nation. He leads the Small Nation team in developing places, spaces and dreams for small towns and small town entrepreneurs across the country. The 4th generation of a family of entrepreneurs, he started his own businesses before leading a team that has completely revitalized the city of Bellefontaine, Ohio, population 14,000. Read more about how Jason and team did it at Small Nation.

People need a compelling reason to leave their homes and come experience your business with you. This feels like a very heavy lift.

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You’re supposed to be exciting enough to pull people away from their phones, their families and the comfort of online shopping. You’re competing with everything else demanding their attention.

Here’s the big secret: You don’t have to create all that energy yourself.

Piggyback on What’s Already Happening

Your community probably already has regular events that pull people out of their homes.

Art walks. First Fridays. Girls night out shopping events. Farmers markets. Chamber mixers.

People are already planning to attend these, or thinking about it. Some are already coming downtown or to your area.

Your job is to give them one more reason to show up.

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What Doesn’t Work: Just staying open during the community event

No experience. No transformation. Just… open, like you are every other day.

That’s not enough.

What Does Work: Make a Thing out of it

You have to create something special that happens during that regular community event. Here are ideas:

• Demos – Product demos, technique demonstrations, how-to sessions
• Mini services – super quick fashion nails, or 5 minute financial boost
• Meet the experts – A real estate agent hosting “meet the lenders.” A feed store bringing in a vet for cattle health Q&A during the farmers market.
• Workshops or mini-classes – Quick skill-building sessions people can actually use. Sounds like a lot for a shopping day, so keep it light and quick.
• Make and take projects – People love leaving with something they created
• Trunk shows or special collection reveals – Show merchandise you don’t normally carry
• Live entertainment – Music, performances, even personal star chart readings (yes, really – Gen Z is into astrology and all that)
• Tasting or sampling events – Let people experience your products
• Q&A sessions or “ask me anything” – Be available for real questions
• Behind-the-scenes tours – Show them what they don’t normally see (people love back room tours)
• Out of town big names – Bring in expertise people want to hear from

Pick one. Make it yours. Do a fresh edition of it every time that community event happens.

You become the tipping point

Someone was thinking about coming to art walk. Then they heard you’re doing that demo they’ve been curious about. Now they’re definitely coming.

You’re not competing for attention. You’re adding value to something people already plan to attend. Or at least thought about attending.

And here’s your new go-to move: When anyone expresses interest in your business but never seems to make it in person? Don’t just “follow up.” Invite them to your special thing during the next community event.

“Hey, I’m doing a live demo during First Friday – would love to see you there!”

You still have to do your regular marketing like mailing postcards, sharing photos, but you’re supercharging it with a deadline. And then you’re layering it with repeated messages.

“Our demo was packed! We’re doing another (a little different) next month!”

The Small Town Reality: Fewer people, less turnout

Yes, rural areas have fewer people. That means fewer potential attendees. Less momentum each time. It’s harder to keep events going on your own.

That’s exactly why piggybacking on existing events is brilliant for small towns. The event is already happening. People are already considering attending. You’re just giving them one more reason to come.

Start Small, Keep Going

1. Pick one existing community event.
2. Create one simple thing to offer during that event.
3. Commit to showing up consistently with your thing every single time.

That’s it. That’s the whole strategy.

You don’t need elaborate planning or big budgets. You need one good reason for people to experience your business, timed to when they’re already planning to be out.

The Opportunity: Most businesses aren’t doing this.

Some businesses might stay open during community events. But most are not creating experiences.

You will stand out.

When you’re the business that always has something interesting happening during art walk, or First Friday, or girls night out – people start planning around you. You become part of why they attend the community event in the first place.

So what’s your thing? And which community event will you tie it to?

Following up on the trend of rural experience-based retail, I spotted these Valentine’s Day offerings from my local women’s boutique, The Daisy Village. I’m seeing more and more use of the term “Bar” to refer to any assemble-your-own type experience. Think like a salad bar, where you pick just the parts you want, but for anything from western hats to charm bracelets.

Experiences are a competitive advantage for small town businesses.

The fun of picking your own ingredients and assembling your own product, plus knowing no one else will have one just like yours, equals an experience that online shopping can’t replace. That’s a competitive advantage.

They combined a pop-up from a bakery with a chance to customize and pickup your rose bouquet. Perfect Valentine’s Day retail ideas.

In the same email, the Daisy announced a new Charm Bar so you can pick the charms you want on your jewelry.

Assemble-your-own experiences build community.

While you’re shopping, picking out your own favorite pieces and assembling with your own personal touches, you’re also talking to other people and being physically present in the community. That helps build a strong local community. It’s part of why shopping locally matters to rural places.