Can We Save Local Journalism? How Australia Became The Land Of Untold Stories
Stuart Howie is a Canberra-based media consultant. He is a former editorial director of Fairfax Regional Media, and the author of The DIY Newsroom. In this guest post, Howie (main photo) says journalism in isn’t dead and offers his tips to revive the flagging art…
The impact of digital disruption on traditional media is well acknowledged, but the devastating knock-on for journalism at a grassroots level is only finally registering on the political and social radar.
In barely a decade, more than 100 local and regional newspapers have closed in Australia and hundreds of journalists have been retrenched. The consequence is that we have become a country of untold stories, and the crisis threatens to tip into catastrophe.
One hope is that the Federal Government can stem the haemorraghing by adopting the Australian Competition and Consumer Commission’s recommendations from its Digital Platforms Inquiry. Most of the attention has been on the big media companies’ calls for greater regulation of the tech titans, Facebook and Google, who have raided revenue streams.
But one of the most dramatic consequences of media disruption has occurred right around us with little apparent community concern.
We have fewer media outlets, fewer newsrooms, fewer journalists, fewer stories told. Indeed, entire patches across Australia are going unreported.
Only a generation ago, local journalism underpinned a business model that was a licence to print money.
My oh my, how the Community Times have changed. Today there are far fewer media outlets, fewer newsrooms and fewer journalists. That means fewer stories and, indeed, entire patches across the country that are going unreported.
Social media and try-hard digital news start-ups have been unable to replace in-depth and trustworthy local news coverage.
Councils, seen as a prime information source for local media, are setting up their own media operations to plug the information gap. Some councils have established news-style websites and even newspapers, and most are feeding multiple social media channels.
But this cannot by definition replace the role of local media as an independent civic watchdog. And we know where media isn’t present or isn’t doing its job that councils, as an example, escape scrutiny and citizens suffer the ill-effects of poor decision making, lack of accountability and, at its worst, corruption.
The demise – but not yet death – of the newspaper industry in Australia is the pointy-end of the problem.
While local television and radio have been important in giving audiences a voice, newspapers set the agenda in regional and rural communities and provide the most extensive coverage of local affairs. Newspapers have the biggest newsrooms and therefore support the bulk of journalist jobs and hence local journalism. Regional newspapers also play a central part in tying together the social fabric of community life.
Grassroots journalism is in drought and we have quickly become a country of untold stories.
Feel free to share my alarm at how journalist numbers have dropped like a stone and in such a short time.
When I was editorial director of Fairfax Regional Media, I was responsible for a nationwide newsforce of more than 800 staff across 160 titles. That behemoth, now Australian Community Media, was sold earlier this year for just $115 million to Thorney Investments. Today, I’d doubt if there were half the number of editorial staff when I was there.
In 2010, as editor of the Illawarra Mercury, south of Sydney, I had a newsroom of 80 people. Now there would be fewer than 20. When I was at The Canberra Times, a few years prior to that, we had a newsroom of more than 100 people. Again, it has been decimated, probably by half. And it would be a similar story at The Ballarat Courier, where I was editor in 2000.
In the 1990s, I was an editor at News Ltd’s Leader Newspaper Group in Melbourne. We produced chunky cash-cow suburbans, packed with advertising and news. On the bigger titles, I had four or five reporters each writing 15 to 20 stories a week. Today, these mastheads are emaciated versions of what they were, with generic content and many with only a token nod to the mix of what’s happening locally.
The impact for communities has been profound; a quantifiable loss in local news coverage. In many cases, content once generated by the council, cops and courts beat has been replaced by “UGC” – user generated content provided by self-interested external parties.
The ACCC’s final report from its Digital Platforms Inquiry released in June 2019 provides a sobering overview.
It quotes census numbers that show a 26 per cent decline in traditional print journalist numbers in 10 years (2006 to 20016). Data provided by the main media organisations shows a 20 per cent decline from 2014 to 2018.
In total, 106 local and regional papers closed in Australia between 2008 and 2018. Not a single media organisation now covers scores of local government areas, according to the ACCC. A study by the Public Interest Journalism Initiative for the Australian Local Government Association shows it’s not just a problem in the bush, but also in the ‘burbs, especially outer-suburban areas.
It’s clear and unequivocal. Grassroots journalism is in drought and we have quickly become a country of untold stories.
But is the situation reversible?
It will be fascinating how the Federal Government assesses the severity of the situation and how it responds to the ACCC’s modest recommendations.
The ACCC believes a more level-playing field is required when it comes to regulating Google and Facebook. They have few limits compared to traditional media, which is therefore at a distinct market disadvantage. The big media companies are gagging for regulatory reform.
The plight of the “local rag” may not evoke the same national heartfelt response as helping families survive drought. But it’s just as important to the social fabric of Australian communities.
On the community journalism front, the new Communications Minister Paul Fletcher would do well to consider four actions:
1. Buy jobs back
In the UK, the BBC ‘s Local Democracy Reporting Service is paying for 150 journalists to provide news to 850 UK media titles and outlets. This constitutes a local news wire service, and by all reports is repairing the damage left by newsroom closures, especially around the reporting of local government. New Zealand has followed suitwith a pilot of the same scheme. Across the Tasman, eight reporters are being funded by government and managed by the industry. That Australia should get onboard is a no-brainer. The model is a simple and sure-fire way to put local government back under journalistic scrutiny.
2. Share the ABC’s resources with those who need them
The ABC’s role could well expand beyond its charter as the “national broadcaster”. An argument exists that it could also be a national distributor, platform and protector of local journalism. Unencumbered by commercial interests, the ABC has a guaranteed public supply line of resources, training and infrastructure that it could share with its journalistic brethren in the bush. What such partnerships might look like at a local level remains to be explored, but surely public-led and public-fed journalism can be used to help complement and sustain local media enterprises.
3. Foster and incubate local media innovation
The Federal Government had a stab at this, setting up a $48 million innovation fund,but it was far from fully subscribed. In many cases, local media know they have to modernise. But making bold change may not be in their DNA. The ACCC’s final report reinforces the view that nothing has emerged to replace the “advertiser model” of traditional media. This is unacceptable because the only alternative is to stand by and watch the industry spiral into oblivion. I don’t believe we will see a newspaper resurgence in this country. But some companies are striking a blow, having cut costs, diversified their business model and leveraged their reach. That tells me there is still a case to support industry innovation.
4. Pull other tax and job levers
A $60 million pot of money was provided to assist regional and rural journalism under the cross-media laws trade-off. This covered scholarships, cadetships and the above-mentioned innovation fund. This shouldn’t be a one-off. Other industries, notably manufacturing, have enjoyed decades of protection and support. The fate of local media can be fairly blamed on the predatory practices of the tech titans. Local journalism also deserves special consideration for how it uniquely supports democracy. An obvious move the government can make is to provide deductible gift recipient status, and charity recognition, for public interest journalism and philanthropic-driven initiatives.
There’s reason to be optimistic that the government will take decisive action to shore up what remains of traditional media outside the big cities. Plenty of politicians, and aspiring ones, have skin in the game because local media still gives them the ultimate reach and influence.
Also, we know Joe and Jill Citizen value local news. Every industry survey tells us it is the most important category of information to them. It’s what’s relevant to us. It’s what connects us. It’s what binds communities together and gives social context.
Addressing the drought in community journalism will take no less resilience than what our farmers have shown many times before, and again now, in battling the whims of Mother Nature.
The plight of the “local rag” may not evoke the same national heartfelt response as helping families survive drought.
But, make no mistake, it’s just as important.
Please login with linkedin to comment
Stuart HowieLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.