When the newspaper delivery person no longer comes – what the decline of the regional press means (for PR)

Some of you may remember the early morning ritual of delivering newspapers: sorting, inserting advertisements, packing everything for transport. Depending on the weather and your means of transport, you would then distribute the heavy load around the neighborhood by handcart, bicycle, or car. And in addition to a small amount of pocket money, you would sometimes also enjoy a nice chat with your neighbors at their mailboxes. It is still one of the most common jobs among schoolchildren. But it could soon cease to exist.

Print media are increasingly shifting their focus to digital, circulation figures are declining, and editorial offices are being merged or disappearing altogether. In a recently published pioneering study, researchers at the Hamburg Media School have identified a significant decline in economically independent local newspapers in Germany. The reasons are manifold: changing reader behavior, plummeting revenues, and pressure to increase efficiency.

The latest victim is the Leipziger Volkszeitung, which is now part of the Sächsische Zeitung. In Prignitz, the Märkische Allgemeine Zeitung is now only available in digital form. And in the case of the Ostthüringer Zeitung, the parent company Funke has completely discontinued delivery in unprofitable areas. These are just a few examples of a nationwide trend.

This means that more is lost than just the occasional chat over the garden fence when the newspaper is delivered: independent local journalism enables open political discourse. In addition, editorial offices act as a watchdog for the actions of the state, the economy, and society thanks to their research expertise. They are indispensable for democracy. Without them, local issues are no longer adequately covered – or are hijacked by advertising journals with sometimes questionable political agendas.

Of course, it also makes sense for companies to place messages locally – for example, to present themselves as a good employer in the region. At HeadlineAffairs, we use our relationships with regional editorial offices to help clients disseminate stories from their numerous German sites. This could be a report on a local fundraising campaign, an exciting career, or a site renewal. These are topics that are primarily of local interest and are therefore mainly covered by local media.

Fortunately, there are some initiatives working to ensure that these do not disappear completely. A new “Bündnis Zukunft Presse” (Alliance for the Future of the Press) will represent around 500 newspaper and magazine publishers with a single voice in the political arena. Public broadcasters are also clearly aware of the urgency of the situation: the new director of WDR, Katrin Vernau, has made strengthening regional coverage one of her priorities.

So there is still hope that schoolchildren will be able to supplement their pocket money by delivering newspapers in the future. The next time you see them doing so on a Saturday morning, please thank them.

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