Adapting Small Market Rural Media to the Challenges of New Media: Interviews with Small Market Rural Managers

Small rural media outlets are key sources of information, provide a site for local advertising, and are an important local voice in their communities. This paper examines how small market rural media are trying to survive under tough economic conditions, and how they are using new media as part of t...

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Bibliographic Details
Published inOnline Journal of Rural Research & Policy Vol. 5; no. 6
Main Authors Price, Cindy J, Brown, Michael R
Format Journal Article
LanguageEnglish
Published New Prairie Press 01.01.2010
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Summary:Small rural media outlets are key sources of information, provide a site for local advertising, and are an important local voice in their communities. This paper examines how small market rural media are trying to survive under tough economic conditions, and how they are using new media as part of their strategy to remain viable. Interviews were conducted with managers at several small market newspapers, television, and radio groups in order to identify specific concerns and strategies about how they are managing their resources, how they are using new media, and how they envision their future. The results show that most media are struggling, but also find that local media are in a good position to make their new media content viable for their local audiences.
ISSN:1936-0487
1936-0487
DOI:10.4148/ojrrp.v5i6.234