Remaining optimistic in challenging times

By KEN ESTEN COOKE, TPA President 2023-24

As this is written, the holiday period brings both gratitude and gifts. As we turn the calendar page on another year, it’s time to add a third “G” — grit — to face a still-challenging publishing environment.

A new year brings a chance to hit the refresh button. We’ve all done our 2024 budgets and we now set out with energy and optimism for a fresh start. We do so knowing our industry will continue to be challenged, but with a determination to do our best and serve our communities.

My great grandfather published a paper through tough times. My grandfather took over the reins at The Rockdale Reporter during the Great Depression, working side hustles to make ends meet. My father began work there during a time of huge change for our small town. That takes tenacity and plenty of grit.

I admire my TPA predecessor, Leonard Woolsey, for many things, not the least of which is his optimism. Even his recent profile as Editor & Publisher magazine’s Publisher of the Year was titled “The Optimistic Leader.” That’s an important personality trait we need to model to those we serve.

These past years have been rough. We’ve dealt with being called “enemies of the American people” by an American president, COVID-19, social media double-standards, book banners, reader apathy and more. Through it all, I’ve frequently had to remind myself optimism is a leadership trait.

We have to remain optimistic to instill confidence in our employees, our readers and our advertisers. Leadership podcaster Simon Sinek says as leaders we need to keep a long term vision, doing the right thing and continuing to serve our communities, even through short-term pain.

I’ve been learning about the Stoics in recent years, drilling into my thick skull that we can’t control what happens to us, but we can control how we react. Challenging times will continue for the news industry, but we have to face them and realize we provide exceptional, unique and quality news products and keep going through rough times.

Heading into 2024, there are some optimistic developments on the horizon. Canada just got Google to agree to pay $100 million to use publishers’ content. Let’s hope some of that juju moves south to the U.S.

Another is the revamp of the Local Journalism Sustainability Act currently being considered by the U.S. Congress. The bill has 28 bipartisan cosponsors.

The LJSA has two components that would provide a refundable tax credit of up to $25,000 for newsroom employees in operations with less than 750 employees.

The bill also would provide a five-year non-refundable tax credit for small businesses to advertise in their local newspaper, radio or TV station. This is for businesses that have fewer than 50 employees — those most likely to support our operations.

I talked to Leonard Woolsey the other day and he had just gotten off the phone with a representative for his Congressman. Neither Leonard nor I — or anyone of you reading this — is comfortable asking for anything from Congress. Funds and favors usually come with strings attached, long a no-no for legitimate, objective news operations. Yet we found some comfort in that it’s temporary — it has a five-year limit — and the fact that our industry needs a boost of any kind.

So please reach out to your Congressional representative to support this act. It’s important that it get bipartisan support so it’s not seen as a red or blue issue, but one to help our local news operations.

Contest time!

Speaking of optimism, start looking now for your entries into the TPA Better Newspaper Contest, along with the contests sponsored by your regional association. Following my column last month about the challenges of hiring, these contests and awards are a great way to recognize and celebrate your staff, and brag about them to your readers and advertisers. It takes a little additional time, but creates goodwill and recognizes accomplishments of our talented writers, editors, designers and advertising staff.

It’s also a great way to support the TPA, which is your voice in Austin and in Washington, D.C., and anywhere our industry needs an advocate. We are so grateful to TPA staff who work constantly and keep an eye out for anything that affects our industry.

And following your contest entries, plan on attending the TPA Convention and Trade Show June 20-22 at the Hilton College Station Conference Center and Hotel. You can renew your friendships with our industry peers, learn about new products, pick up your staff awards and have a few brag points!

Please connect on LinkedIn, Facebook, Instagram, Threads or X (@kenestencooke), or email me at ken@fredericksburgstandard.com.