The Postcard & The Power of Presence: How Local Journalism is Building Resilience Against the AI Tide
Seven to eight times better click-through rates. That’s the return The City, a New York-based non-profit news organization, is seeing from simple QR-coded postcards compared to paid social media acquisition. In an era dominated by algorithms and increasingly unreliable search results, this seemingly low-tech approach isn’t just a nice-to-have – it’s a potential lifeline for local journalism, and a blueprint for building audience relationships that can withstand the coming wave of AI disruption.
Beyond the Algorithm: The Open Newsroom Model
The City’s success hinges on its “Open Newsroom” concept: proactively engaging directly with the communities it serves, particularly those historically underrepresented in mainstream media. Executive Director Nic Dawes explains the core principle: “There are huge swathes of the city that are home to millions of people that are not reflected in journalism at all.” Instead of waiting for readers to find them online, The City initiates conversations, hosting live (and virtual) sessions kickstarted by those targeted postcards. This isn’t about broadcasting information; it’s about collaborative reporting.
The benefits are multifaceted. Beyond increased engagement and brand awareness, the Open Newsroom fosters “reporting acumen,” leading to more nuanced and impactful stories. Critically, it builds relational trust – a commodity increasingly valuable in a world saturated with misinformation. This trust isn’t just good for readership; it’s a revenue driver, attracting sponsorships and reader contributions.
The Power of Direct Connection in a Fragmented Media Landscape
The postcard strategy isn’t merely about bypassing social media algorithms; it’s a direct response to the growing threat of search engine summarization. As Google and other search engines increasingly provide answers directly within search results – often without directing traffic to the original source – publishers are facing an existential crisis. As Dawes points out, the postcards help them “rely less on search and to get ahead of the problem of search summaries that are intermediating us out of the picture.”
This trend, often referred to as “Google zero” or “search summaries,” is a significant concern for publishers. A recent report by Search Engine Journal details the potential impact of Google’s AI-powered search results on organic traffic, highlighting the need for publishers to diversify their audience acquisition strategies.
Feedback Loops & Evergreen Content
The Open Newsroom isn’t a one-way street. Reader feedback actively shapes The City’s reporting. Dawes notes that the questions they receive often reveal blind spots in their coverage, leading to better, more relevant journalism. This commitment to transparency – republishing findings based on community input – further reinforces trust and creates a virtuous cycle.
The result? “Evergreen performance” from stories born out of these conversations. These articles consistently rank among The City’s most popular, driving newsletter subscriptions – a key indicator of sustained engagement. The ongoing dialogue ensures these stories remain relevant, evolving alongside the communities they serve.
Collaboration as a Force Multiplier
The City doesn’t operate in a vacuum. Collaboration with local community organizations is integral to the Open Newsroom model. While acknowledging potential challenges in working with external partners, Dawes emphasizes the benefits: increased responsiveness, enhanced trust, and access to established networks. These partnerships provide “proxies in the community” and leverage existing community trust, a resource often difficult for new organizations to build independently.
This collaborative approach also unlocks revenue opportunities. An upcoming session on wealth preservation in Black neighborhoods, for example, secured enough sponsorship from a major bank to fund a reporter’s salary for a year. This demonstrates the commercial viability of community-focused journalism.
The Future of Local News: Relational Capital & Resilience
The City’s model offers a powerful lesson for news organizations facing an increasingly uncertain future. In a world where algorithms dictate visibility and AI threatens to commoditize information, local journalism must prioritize building direct relationships with its audience. This isn’t about abandoning digital platforms; it’s about supplementing them with proactive, community-centered engagement.
The key takeaway isn’t just about postcards or town halls. It’s about cultivating relational capital – the trust, goodwill, and shared understanding that can’t be replicated by an algorithm. This capital provides a buffer against the disruptive forces of AI and ensures that local news remains a vital part of the communities it serves. What strategies are *you* implementing to build deeper connections with your audience and future-proof your organization against the evolving media landscape?