As Murray Bridge News turns six, its owner reflects on the story so far
Peri Strathearn muses on independent local media, its struggles, wins and the future – and responds to an SA Today column.
The following is the author’s personal opinion.
Six years ago today, only days after I had been stood down from my old job and in the middle of a pandemic, Murray Bridge News was born.
Despite how rushed it all feels in hindsight, I don’t regret a decision which has led to thousands of local stories being told, including more than 930 of them in the past year.
Independent ownership has given us the freedom to write the stories we want to write, and to explore new business models; and fellowship among a wonderful community of news publishers, including the 120 who came to a national conference here in Murray Bridge last month.
I’m incredibly proud that Murray Bridge News is the most-read local news publication in the Murraylands, with a weekly audience in the tens of thousands – on par with local radio and bigger than the local newspaper.
I’m proud that our efforts have since been copied by publications around Australia: starting with a mission, launching an email edition, opening an office, establishing an industry-leading screen network, and making critical public interest journalism free to read while retaining exclusive content for subscribers.
I’m proud that we set the agenda here in the Murraylands, publishing stories that others copy, staging can’t-miss events like our business awards and election forums, and shaping public debate with our best-in-class coverage of council decisions.
It’s quite incredible to have got this far.
To the readers, subscribers, advertisers and funding partners who have helped along the way, thank you – I’m grateful for your support!
But I’m also ready to admit...
I was wrong
I made an assumption way back in the beginning: “Build it and they will come.”
If we built a huge audience, I assumed that advertisers would follow.
We have done the first part.
Every week, we reach 5200 email subscribers, 9000 Facebook followers and 13,200 website visitors; and our screen network is seen 45,000 times by offline audiences in waiting rooms, cafes and other venues.
I know how many copies of the local newspaper are sold every Thursday, and with respect, I can tell you: it’s not close.
We help local businesses like Raine and Horne Murraylands, Ahrns Electrical and Murray Bridge Medical Centre reach tens of thousands of potential customers every week; and we make it more affordable than print or broadcast media.
Peri Strathearn
No, we can’t compete on price with the big tech platforms; but those corporations don’t invest in in connecting, uplifting and empowering people here in the Murraylands by telling our communities’ stories.
Murray Bridge News is the best way to reach audiences in the Murraylands via a trusted local medium.
We’ve built that.
But they have not come – advertisers, that is, not in enough numbers to make Murray Bridge News a sustainable business.
Our journalistic impact is great, but our financial and operational resilience remains a work in progress.
A particular challenge this year has been a reduction in permanent staff on the Murray Bridge News team, from three to two, both of them underpaid and overworked.
That’s partly on me – I know I’m a better journalist than salesman.
It’s also on our economy, buffeted by COVID and floods and drought, one in which all the wealth seems to trickle up to those at the top.
I sure don’t blame local business owners – I know you’re out there, like me, working long hours and struggling to make ends meet, and may not have the means to advertise.
Nor does Murray Bridge News attract regular ads from the folks who actually have money to spare: governments, big corporations and media buying agencies who rarely deal with little independent publishers.
Media ownership is more concentrated than ever in regional SA, with just two companies owning almost every newspaper and radio station.
How can little guys like us compete with that?
I’ll tell you how.
Strong local journalism does matter more than ever
SA Today managing director Paul Thomas was right a few weeks ago, when he said in a column in The Murray Valley Standard that “strong, credible local journalism remains highly valued across the Murraylands”.
Mr Thomas is a smart businessman, and I’m flattered that he felt a need to mention the competition posed by this publication.
But I feel obliged to correct a few claims he made:
- The Standard is not “the only true multi-platform news service in this market” – Murray Bridge News also offers print, digital, social and direct audience channels, plus a screen network which they do not have
- Yes, there is a clear distinction between The Standard and “digital-only operators in the market” – ask any 10 locals and I’ll bet that a majority say we have the better news coverage, despite our smaller budget and staffing
- Murray Bridge News has a stronger presence on social media, since at least we allow comments
- I’d argue that we have the deeper connection with the local community – we’re owned by a local family, not a Victorian company and a Queensland businessman
I congratulate Mr Thomas and the interstate-owned SA Today for investing in its local staff and property, something I, too would love to do if my pockets were as deep as those of a big national company.
I congratulate them and Country Press Australia on winning a commitment from re-elected Premier Peter Malinauskas for regular government advertising in print newspapers, at the expense of online publications like this one.
Mr Malinauskas, I’ll be writing to you next.
And good on SA Today for buying out almost all of country South Australia’s newspapers – at least they seem to be more competent than the previous owners who I worked for.
But I don’t regret our break-up of six years ago.
What does all this mean for Murray Bridge News?
There is no big announcement coming at the end of this overly long column.
I’m just writing all this because I hope it will help you understand if I seem a bit stressed when you see me around the place.
Being a media mogul, even at a local scale, is hard going.
I love getting out and about in the community, meeting local people, listening to them and articulating their concerns.
I don’t love the precarious finances or the long hours.
Maybe I’ll find another way of making myself useful to my community one day.
Maybe Murray Bridge News will yet become a great commercial success.
Maybe this business will be sold or closed in the next six months, or maybe one of my daughters will be running it 20 years from now.
For once, I don’t have all the answers.
But you know what?
You can still help by becoming a paying subscriber, and in return we’ll help you stay informed about what’s happening in your community.
You can help by booking some advertising with us – we’ll help you stand out from the crowd, grow your business, and find new staff or customers.
You can help just by liking and sharing our content on social media, or leaving us a nice Google review.
And whatever comes, Jane and I, Glenn and Zhen and everyone else who contributes to this publication will continue to make ourselves useful to our communities however we can.
- Become a paying subscriber: www.murraybridge.news.
- Make a one-off donation: murraybridgenews.presspatron.com.
- More information about advertising: www.murraybridge.news/advertise.
- Read more: The Murray Bridge News story
