Over the 20 years, print newspaper circulation has dropped 70% from 2005 and a small town in Northwestern Iowa is bucking the trend. Erin Sommers, editor of The Record Democrat in Pocahontas, Iowa explains how their new podcast, On The Record, is bringing in advertisers and new revenue growth before they’ve even launched their first website!
In this interview, Sommers explains how On The Record has not only led to new readers, but has revived interest from advertisers! She explains why viral reach isn’t the goal, and how they think about content serving Pocahontas, and Northwest Iowa.
Check out the show on Spotify and YouTube.
Local Journalism Evolves in Pocahontas County
In an era where digital presence is often considered the baseline for survival, Erin Sommers, news editor of the Pocahontas Record Democrat, is proving that traditional print and new-age audio can form a powerful alliance. Despite serving the sixth oldest county in Iowa and operating without a functional website due to high costs and contractor delays, the paper has leapfrogged traditional digital steps by launching a successful podcast. Sommers noted that while the transition to a website has been a “journey,” the move into podcasting was born from a desire to reach a broader audience, particularly younger families who often don’t engage with the paper until their children’s activities are featured.
The publication’s strategy is remarkably data-positive for a rural market. Their inaugural podcast episode garnered over 300 views, and subsequent weekly episodes on YouTube consistently draw between 60 and 70 viewers from a community of approximately 7,000 people. Advertising interest has been equally robust, with monthly sponsorships already booked through July. Sommers explained the vision behind the audio format, stating, “We really need a website, but we have some businesses in town that are really excited to be advertising online, so we started with the podcast to prove we could do it right.”
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Bridging History and Modern Media
Beyond advertising, the podcast serves as a bridge to the county’s rich history. Sommers frequently incorporates segments from newspapers dating back to 1926, highlighting a “snarky” and “beautiful” style of reporting that differs from modern standards. “You can pick up the paper a hundred years from now and see what life was like in Pocahontas, and I’m a firm believer in having a hard copy, historical record,” Sommers said. This appreciation for the archive is balanced with a forward-thinking use of technology, including using AI tools like ChatGPT to brainstorm the podcast’s name and assist in structuring news stories from legal minutes.
The Record Democrat is also utilizing the podcast to drive readers back to the physical “broadsheet” product, which remains a legal necessity for publishing meeting minutes and budgets. To keep the print edition engaging, Sommers is exploring adding serialized fiction and interactive puzzles to provide an “analog” escape from screen fatigue. Reflecting on the necessity of local engagement and the evolving role of the reporter, Sommers observed, “A computer’s never going to replace a great reporter, but it might replace a mediocre one, which is why I want to talk about the things I see every week that are much better than just meeting minutes.”
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