Local News Can Survive: Here’s How We’re Making It Happen

Why Hyper-Local Journalism and Community Engagement Are Our Answers to the Media Crisis

Hello Mercury readers,

This past week, Charlotte Klein from New York Magazine posed a question that should make all of us in this industry pause: Can the media survive? I’ve been thinking about that question lately, especially regarding what we do here at The Farmington Mercury. Despite the bleak outlook that so many media insiders shared with Charlotte, I feel optimistic for our little corner of the world. And I want to tell you why.

Charlotte talked to just about everyone you’d expect—from Ben Shapiro to The Atlantic’s Nicholas Thompson—and the prevailing tone was often doom and gloom. Nicholas summed it up well when he said, “The tech companies built a better advertising model, and we weren’t able to respond quickly enough.” He’s right. The news industry got caught flat-footed, and big tech swooped in to eat our lunch. Local newspapers lost their classified ads, national magazines lost their niche audiences, and many digital outlets found themselves at the mercy of platforms like Google and Facebook.

But here’s where we do things differently. Unlike the big names Charlotte interviewed, who often find themselves scrambling for national scale, we at The Farmington Mercury don’t need to play by those rules. Our focus is hyper-local. We’re here for you, the people of Farmington, CT. We’re not trying to compete with Facebook or the New York Times; we’re not trying to capture 10 million page views or dominate search engines. We want to capture you, our neighbors, our community, and share what matters most to your daily lives—with honesty, depth, and a genuine desire to keep Farmington informed.

Charlotte’s piece also highlighted something we believe in passionately here: Slow journalism. We don’t break news; we break down what’s already happened. Our motto, “Always last… to breaking news,” speaks to our commitment to depth over speed. It’s not about getting the story first—it’s about getting the story right. Our weekly newsletter gives us the breathing room to dig into the why and the how, not just the what. Carolyn Ryan of the New York Times said, “Employees don’t understand how precarious it is,” and I think that’s true for many bigger newsrooms, but here? We know. We know exactly how tight things can be—and that’s why we focus on being slow, deliberate, and thoughtful.

Like many other media outlets, we also leverage AI—but not to replace our journalists. We use it to free up their time. AI handles the boring, repetitive tasks, so our reporters can do what they do best: tell stories that matter. AI helps us stay efficient, but it’s the human touch that keeps us grounded and connected. Unlike the major players who rely on data collection that can feel invasive, we’re committed to first-party data only—which means we keep your privacy intact. We don’t use third-party trackers or sell your information. Our relationship with you is built on trust.

Speaking of relationships—supporting local businesses is at the heart of what we do. We don’t just sell ads; we help our neighbors tell their stories. We offer local businesses PR and marketing support that goes beyond banner ads. We work with them to create meaningful campaigns that matter to our readers and create real connections. It’s a model that’s about community building, not just revenue. And let’s face it, those faceless Google ads aren’t going to tell you where to get the best damn apple cider donuts in town.

I know many of you wonder whether our work—this small-town newspaper—matters in the face of these gigantic media challenges. Can local journalism make a difference? Can we survive when so many others are faltering? I think the answer lies in redefining success. As Ben Shapiro said about Punchbowl News, “They’ve designed a letter that’s meant for 10,000 people to open and read it but to pay a higher rate in order to do that.” In the same way, we’re not trying to reach millions. We’re not aiming for scale for the sake of it. We’re aiming for connection—with you, our loyal readers. We’re not chasing the moon—just making sure our lights stay on, one genuinely interested reader at a time.

It’s easy to feel defeated in an industry that’s had its foundations ripped apart, but there’s hope. As Carolyn Ryan put it, “It’s going to look very different over the next five years than it did for the previous 50.” And that’s okay. We at The Farmington Mercury are not afraid of different. In fact, we welcome it. Different means we get to carve out our own path, one that’s not reliant on big tech or venture capital—one that’s reliant on you. Different means we get to stay scrappy, keep it real, and make sure the stories you care about don’t get lost in the noise.

Local journalism can survive—and thrive—if we keep our eyes on what’s important: Our community. So thank you for being a part of this. Thank you for caring, for reading, for being engaged. If you haven’t yet, consider subscribing to our newsletter or sharing it with a friend. Let’s continue to prove that thoughtful, honest, and locally focused news isn’t just viable—it’s essential.

Thanks for being here, Farmington. We’ve got this.

Until next time,

Peter Cellino Publisher, The Farmington Mercury

P.S. You know I run on coffee and optimism, and maybe a little bit of stubbornness. Want to see what else we have brewing at The Farmington Mercury?

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