The owners of The Philadelphia Inquirer and the Philadelphia Daily News hope that local newspapers won’t be going out of season any time soon.
In a bid to bolster their position in bankruptcy proceedings, the owners of Philadelphia’s two daily newspapers have launched a “Keep It Local” campaign, taking a page from the small farmer playbook. The campaign, featuring a red-white-and-blue logo reading “Keep It Local,” was launched on August 21st, the day after owners presented their reorganization proposal in bankruptcy court. The slogan has now been emblazoned on the broadsheet Inquirer and tabloid Daily News and their shared Web site; last Wednesday, subscribers received a “Keep It Local” poster.
“It was sort of a collective brainstorm of lots of people involved,” says Jay Devine, a public relations executive and spokesperson for Philadelphia Media Holdings. “With Philadelphia being such a hometown sports city, this would sort of inspire people locally to better understand it [the bankruptcy proceedings], to lean in a little bit and listen more closely.” But Philly fans are known for booing their team when it underperforms. And it remains to be seen whether “buy local,” a term popularized by advocates of local food and business, will connect with Philadelphia subscribers—or, for that matter, area localvores.
Philadelphia Media Holdings, a local group led by PR colossus Brian Tierney and Bruce Toll of homebuilding giant Toll Brothers, bought the papers and philly.com from McClatchy in 2006. Tierney is now the Inquirer’s publisher. The papers filed for bankruptcy this February, and are currently locked into a fierce dispute with creditors over $400 million in debt. Creditors, including banks and hedge funds, oppose PMH’s proposal to buy back the papers through a bankruptcy auction for twenty-one cents on the dollar, and want to take over the papers themselves.
In a recent New York Times Magazine cover story on the situation, Michael Sokolove wrote: “Philadelphia is a particularly good place to observe what appears to be big-city journalism’s last stand, when many of America’s metropolitan newspapers must quickly figure out how to become profitable again or face likely extinction.”
Tierney, as the Times put it, “has taken his public relations mind-set to newspapering.” And given the papers’ predicament, a little bit of creative messaging and showmanship couldn’t hurt. But what’s truly novel here is that a Republican-run major newspaper is taking its cues from the “buy local” movement. From farmer’s markets to Ithaca Hours, people on the political left have advocated these projects over the past few decades as an alternative to the laissez-faire model of corporate globalization, where the bottom line is, well, just that.
The Philly newspapers’ campaign riffs on the buy local movement’s anti-big business message. On their Web site, the papers—no worker cooperatives themselves—campaign on their Web site against the specter of “corporate owners”:
Primarily because it benefits you — our readers, advertisers, employees and communities. As America’s largest locally owned and operated media company, there are things we’re able to do that corporate owners won’t. Like investigative reports that recently led to improvements in child health care, property tax assessment, local post office operation and more. Or support for over 200 local non-profit organizations. Not to mention paying $49 million in local, state, and federal taxes, and employing 13,600 full-time, part-time employees and independent contractors.
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According to Ennis Carter, founder and director of a local group that came up with the “buy fresh, buy local” campaign now ubiquitous at farmers’ markets nationwide, the papers’ campaign is proof that “buy local” has made it big. (Full disclosure: I am currently collaborating on a project with the group.) But Carter is skeptical about the slogan being co-opted by big business. And she finds its adoption by the Inquirer to be particularly ironic: in 2005, columnist Andrew Cassel fiercely criticized localvores, calling the trend no different from “urging people to patronize businesses owned by Christians, or heterosexuals, or white people.”