The sudden news at the Everett Herald is a reminder of the ongoing decline in working journalists in Washington State. Last month, 10 out of the 18 reporters on the ground and two editors were laid off at the daily newspaper in Snohomish County.

The story is sadly typical. Old chain ownership declares bankruptcy, new owners swoop in and pick up mastheads, circulation and advertising contacts at bargain-basement prices. The sale is made more palatable by cutting non-revenue positions at the get go. While the backlash may be loud, it’ll normally fade into the darkness as subscribers drift away and the rest of us accept the new normal.

While the percentage of reporters is itself startling, I was shocked by the gross number. Ten reporters is about twice the number of reporters that cover Olympia or Thurston County (from Olympia and Thurston County) any given day.

And while such a large cut at one time in one paper is a shock to the system, reporter layoffs in the Puget Sound, or nationwide have been going on in earnest for about two decades.

The odd thing about the state of newspapers and news is that relatively speaking, Washington is doing better than most states news desert wise. Only Asotin County is officially marked as a news desert on the notorious UNC Journalism map. But even that is belied by the existence of a newspaper in Lewiston across the border in Idaho that covers Asotin County news.

But the fact that many of our newspapers have so far survived, just shows that the Herald layoff are just a reminder that there is still pretty far for us to fall. If we assume that Washington State has lost newsroom jobs at somewhere near the national rate, we are saving mastheads by losing reporters. Which means at some point, the newspapers themselves will start disappearing.

I started my career as a reporter over two decades ago in small, rural papers. While I loved the work, it didn’t take me long to move over to better paying media relations jobs. As someone who tries to earn media for a living, I can see how the decline in places to earn it has had an impact on our communities and my work.

I remember the early days of social media and the promise of telling “our own stories” without an intermediary. That certainly didn’t work out the way we thought it would. At first, we were migrating our work and content to platforms that “our audience” were using anyway. We adapted our content strategies to follow the curve preferred by platforms, then we began paying to access the audience that had opted in to seeing our content in the first place.

Now, most of our content is buried in walled gardens that are increasingly moving away from promoting content with outside links.

I’m heartened to see the Everett community fill up the Letter to the Editor inbox at the Herald with their pain. These letters are making the righteous case for local journalism. They aren’t wrong that communities are being made better when reporters are working. But to work, reporters need to get paid. And the economic argument of a post bankruptcy purchase. Even the most civically minded owners, profit, non-profit, (whatever) need money.

But I’ll be honest with you. There is no money is local journalism. There are two reasons.

  1. Reasonable expectation that content on the internet is accessible (free). It is just how the web works. I click here, I get that. So if I have to pay for it, that’s too much friction for me to care. Especially when it is less than scintillating news about local issues. People expected they’d pay to have a newspaper delivered to their house or out of the box, but to pay for something on the internet is just too much bother.
  2. Meta and Alphabet and programmatic advertising houses hoover up all the online ad revenue. Even if local news companies decided to open up their doors and lean totally on ad revenue, they could never keep up. These advertising behemoths operate on a different level. Their profit margins are massive because they don’t support supplying content to go alongside the ads. They just spend their time on profit producing spy tech that captures users and delivers incredibly cheap ads to eyeballs. As someone that controls an incredibly modest digital ad budget, I would be wasting money if I didn’t use these platforms. It is definitely time to break them up, but that is the job of the federal government, to be honest.

So, that’s the setup. More and more legacy media organizations will drift onto the shoals as the online media ad platforms lower the tide by sucking the ocean dry. If these legacy companies don’t just die, they’ll stay alive as raiders come by and keep them alive to pump the last bit of economic value out of them.

So, here’s what we should do

We don’t need to support the old legacy organizations. In a lot of places, we should. Despite their chain and, oftentimes, hedge fund owners, the people left working there are highly trained professional journalists, and we may consider honoring their work by helping pay for it any way we can. But they don’t have to be the only game in town.

So let me say this: if Everett comes out of this emotional moment in their community with just a smaller Everett Herald, I’ll be disappointed. Gig Harbor Now, Range (in Spokane) show how green shoots of new growth can start showing up in our communities.

If Everett is as worked up as they seem to be from the letters to the editor, the community up there should start talking about launching a new effort, raising money and generally not giving up.

Other than starting a brand-new thing from the ground up, the Everett community should also consider simply raising money to increase journalism in any form in their community. This can literally start tomorrow (hint hint)

Other examples of local private funding are the Nebraska Journalism Trust and the Central Valley Journalism Cooperative in California. I’m part of a team trying to get this going in Olympia too.

Lastly, I don’t think it is too far to explore how government can help support journalism. I spelled this out last year pretty comprehensively. Basically, I think we should copy the New Jersey Civic Information Network. But there are a few new developments that I think are worth covering.

Let’s not copy the JPRA in any sense. It is a link tax that ignores the structure of the open internet. And like I said above, the platforms the JPRA supporters say are “stealing” links are either actually driving traffic to legacy organizations that are starting be ignored by platforms anyway. Jeff Jarvis has the best thoughts on this, so I’ll defer to him.

A tax on online advertising that would fund a civic information network would be an almost perfect policy solution, though. Online advertising monopolies create negative externalities for local journalism. Carving off a piece of their revenue gained in Washington State and paying reporters would be a tight little loop. Both California and Maryland have passed these taxes, Washington should join.

Break up the ad tech giants. Just that.