Remarks of Al Cross at concurrent session at joint convention of Kentucky Press Association and
Tennessee Press Association, Sheraton Park Vista, Gatlinburg, Tenn., June 21, 2002
It’s a real treat for me to attend this joint convention, because I’m a Kentuckian through and
through, but also a Tennessean. I was born in Knoxville and spent the first two weeks of my life here.
Now, that was mainly because the hospital in my hometown in Southern Kentucky wasn’t quite
finished yet, but I grew up watching Tennessee television – Jud Collins and Eddie Hill on the Nashville
stations that were all we could get at home; and Cas Walker and Dolly Parton on the Knoxville stations
we watched when we visited my mother’s family, which back then stretched from Dunlap to Johnson
City and, yes, even to Gatlinburg. That’s my Aunt Wilma’s Gatlinburg Inn down on the Parkway next to
the Sky Lift. There is where I most often read the Knoxville Journal, the News-Sentinel, the Tennessean,
the Banner -- and the Mountain Press, when it came out just once a week.
All that Tennessee media meant that I knew about as much about Frank Clement, Buford
Ellington, Howard Baker JUNIOR and Albert Gore SENIOR as I did about Happy Chandler, Bert
Combs and Ned Breathitt, the Democratic governors of Kentucky when I was growing up.
Now, I grew up in a Republican family, so we did know plenty about Louie Nunn and John
Sherman Cooper, whose home bases were 50 miles on either side of us. Politics was a frequent topic of
conversation at the dinner table and my father’s car dealership, and he served a term in the legislature, so
I guess it’s only natural that I became a political writer, the job I’ve held at The Courier-Journal for
more than 13 years.
But that’s not what I had in mind at first. What I wanted to be was one of you. I wanted to be the
editor or publisher of a local newspaper. My first paying job was writing sports for the Clinton County
News, and I can still hear the linotype that was used to set my copy -- and smell the ink, and feel the
heavy roller, that I used to pull my proofs. I was editing a twice-a-week paper when The Courier-Journal
called with an offer that I couldn’t refuse.
But even though I have worked for the Louisville paper for 24 years, I’ve never lived in that city,
or in any city larger than 40,000 people – Bowling Green, when I was in journalism school. At heart, I
am still a rural person. And that is why I want to give you a report today about the Institute for Rural
Journalism and Community Affairs.
That’s a pretty long name for something that doesn’t really exist yet. The institute exists in the
minds of a few of us who conceived it and found some money for some preliminary studies that we hope
will get us a lot more money from a major foundation, such as Ford or Kellogg. I think the prospects for
that are pretty good.
I am here to tell you some of the things we have in mind for the Institute, and to get some ideas
from you.
But first, let me tell you how this idea developed.
It began with a couple of refugees from Middle Tennessee, Rudy Abramson and Al Smith.
Rudy is a retired senior staffer in the Washington bureau of the Los Angeles Times, a former
reporter for the Tennessean, biographer of Averell Harriman, and the manager of a group of historians
who kept the Disney Company’s from turning the Manassas Battlefield in Virginia into a theme park.
He is the editor of the Encyclopedia of Appalachia, soon to be published by East Tennessee State
University, and has been working on articles on coal in Appalachia as a senior fellow of the Patterson
Center for Investigative Journalism.
Rudy’s work in the mountains gave him the idea for trying to come up with a way to help the
community newspapers in Central Appalachia do a better job of covering the big issues that face it, such
as the coal industry, non-coal economic development, water problems, social conditions, public
corruption and so on ---Rudy brought that idea to his old friend, and my friend, Al Smith -- former president of KPA,
former publisher in several Kentucky towns, including London and Russellville, where he lived; former
chairman of the Appalachian Regional Commission; and for the last 28 years the host of “Comment on
Kentucky,” the weekly journalists’ roundtable on Kentucky Educational Television.
Al and Rudy brought the idea to me, and we quickly concluded that it could apply to all of rural
America, not just Central Appalachia. But we agreed that we needed to start with a well-defined region
and do some basic research that could help us make the case for some big-time grant money that could
establish the institute and work toward a nationwide mission.
Central Appalachia – defined as all of West Virginia, Eastern Kentucky, western Virginia, East
Tennessee and western North Carolina -- was a natural starting point for us. That’s because many
members of the committee we formed are deeply experienced in the problems of the region, and because
it is a territory clearly understood as largely rural -- but maybe not so well understood as largely
industrial rural (rather than agricultural rural).
And let’s be frank about it, folks: What region needs it more? Much of it is a beautiful blessing
to this country, but much if it is also a chronic, festering pool of ignorance, disease, apathy, and despair.
Where else do community newspapers need more help in taking on the bad guys, the court house creeps
and vote buyers, and the sell-outs who run the sorry school systems? There may be another region in
America that needs our help more, but I’ve yet to see it.
So, Smith took our idea to Lee Todd, the new president of the University of Kentucky, who
immediately adopted it. That enabled UK to be the applicant for grants to get the project started, grants
that nobody was going to make to an ad hoc group of meddling journalists but would make to an
academic institution. The university has received two grants -- $30,000 from the Appalachian Regional
Commission and $25,000 from SPJ’s Sigma Delta Chi Foundation.
Al and Rudy brought their idea to me last summer because they knew that I was about to become
president of the Society of Professional Journalists and still had a great interest in the health of
community newspapers – not just because I had worked in that field, but also because of my own
experience as a bureau reporter for a metropolitan daily.
Like many dailies, The Courier-Journal’s circulation area has shrunk in recent years. Our staff
won a Pulitzer Prize for its coverage of strip mining in Eastern Kentucky in 1967, but you can’t buy the
paper in Eastern Kentucky anymore, just like you can’t buy the Tennessean in much of Tennessee or the
Raleigh News and Observer in western North Carolina. These shrinking circulation areas have left a
void that smaller newspapers need to fill.
There are other trends that have inspired us to take up this cause. Perhaps the largest is chain
ownership. In many towns, we have seen chains improve newspapers they have bought, and I know that
the biggest weekly operator in this region, Community Newspaper Holdings Inc., is very interested in
improving the quality of its news staffs. But I must tell you something I think you already know: In too
many towns, chain ownership has not produced better journalism. We suspect that the obligations of
new owners to pay off their lenders had compromised the ability of many newspapers to help set the
public agenda for their communities through searching news coverage and pointed commentary.
But there were poor newspapers before the chains came, and there would be poor ones if all the
chains broke up tomorrow. No matter what the ownership, the economics of community journalism have
always made it difficult to balance our ideal role as public servants with our practical roles as managers
and proprietors. I know that from personal experience; you’re listening to a fellow who co-signed a note
to keep afloat a paper he didn’t have a nickel in before that, and had to close it down a few weeks later.
But I also know from personal experience that good public-service journalism can be good for
the bottom line. When I worked for Al Smith, we covered the courthouse in much the same way that I
cover the state Capitol today, and that kind of journalism helped Smith build his own little chain.
We know that’s the kind of journalism readers of community papers want. A decade of research
conducted by community journalism students at Eastern Kentucky University has found that readers are
hungry for accurate, unbiased information – particularly about local government. They also want to
know how government actions affect ordinary citizens. And they want leadership from the newspaper in
the form of local editorials.
That’s the kind of reporting and commentary that we want the Institute for Rural Journalism and
Community Affairs to foster. We don’t envision the institute as a training program in the fundamentals
of journalism, but as a catalyst for better understanding of policy problems and cooperative efforts so
that community papers can make the most of their limited resources.
We would reach out to encourage reporters, editors and managers to take advantage of short
seminars geared to giving them background on regional problems. We’re already experimenting with
such meetings; more about that later.
We would provide assistance from retired senior journalists who might guide or even edit
regional coverage of educational, economic, and environmental issues.
We would seek to establish endowed chairs or visiting professorships or lecture series so that
leaders in the news media, business, education and civic affairs could share their perspectives on issues
with journalists who cover them.
We want the Institute for Rural Journalism and Community Affairs to serve as a focal point and
coordinator, mobilizing resources, fostering collaboration in investigation and reportage of regional
issues, and promoting professionalism among journalists.
One of our committee members, Bill Bishop of the Austin American-Statesman, who started out
as a community journalist in Appalachia and owned a weekly in Texas, says we can create a network of
intelligence for rural journalists. Bill says: “The only way rural people will ever communicate with each
other, or about each other, is to do it themselves. The only way they will understand the regional issues
that are affecting them -- and they are all regional now: energy, welfare, the economy, government, etc - is to create their own network of intelligence.”
We’re including “Community Affairs” in the title of the institute because we want it to be a
broker of research that contributes not only to journalism, but to the work of elected officials and civic
leaders — and ultimately to the public agenda of the states in the region.
Our principal concern is to help the citizens in these communities have a better understanding of
their problems by improving the quality of journalism that serves them. We seek a better understanding
of evolving and growing problems threatening small town and rural journalism, and we want to
strengthen the role of local newspapers and broadcast outlets in the civic infrastructure.
To accomplish that, we are focusing on two ideas: First, learn as much as possible about what
journalists in the region think about present working conditions and what they would like to have in way
of help from our institute or any other program. Second, stay focused on the goal of getting issueoriented coverage into the newspapers and other media, to help communities better understand their
problems, face up to them, and deal with them.
In the case of the Appalachian states, the most pressing and enduring public issues are regional
as well as local in nature. For example: from Pennsylvania to Alabama, county commissions, city
councils, state legislatures, the courts, and a host of other state and local public institutions continuously
confront economic and environmental issues arising from the coal and timber industries.
We’re already starting to build that “network of intelligence” that Bill Bishop talked about, with
four regional conferences that are collecting and sharing information on rural issues and the press.
The first conference, at UK on April 5, featured a dozen journalists from five states discussing
their personal challenges in producing newspaper work in small communities and the major recurring
socio-economic issues they confront.
In May, in Charleston, W.Va, several academics involved with teaching journalism and
communications met with the heads of the West Virginia and Kentucky press associations.
Next week in Knoxville, we will hear from representatives of a broad range of community
groups, including both civic activists in the militant range and conventional advocates for business and
education.
The fourth conference, next month in Charleston, will feature a forum on water quality and the
coal industry, to demonstrate how the proposed IRJ would effectively pull together rural journalists and
experts on a given issue of regional importance to share information in a brief time.
Generally, this meeting is to discuss water issues in central Appalachia and inform journalists
that there are resources available on college and university campuses for backgrounding a variety
of public policy stories. To a certain extent the meeting will also demonstrate how an IRJ seminar might
operate in a brief period of time.
Unless community newspapers engage such regional issues, make use of regional resources, and
develop collaborative relationships with media organizations in other communities with similar
socioeconomic challenges, we believe they will continue to languish.
That would be a shame, because we believe that few icons of the American community have
more potential relevance to the 21st century. We believe that increasingly enlightened communities, now
under-served by both print and broadcast news media, will embrace and support community newspapers
and broadcasters that reclaim their role as components of the civic infrastructure.
Did I say broadcasters? Yes, we want to help them, too, but for the time being our focus is on
newspapers, because they are best able to provide the depth of reporting and commentary that we think
is needed to help set the public agenda in rural communities. They are also somewhat easier to research,
because they deal in the printed word.
So, what has our research told us?
I have with me a draft report by David Loomis, a prize-winning journalist working under the
auspices of MDC, Inc., a long-established research firm in Chapel Hill. Among other things, he has
found the following:
 Of the region’s 308 daily and non-daily newspapers, 84, or 27 percent, are owned by the larger
newspaper chains of the nation or the region.
 The rest of the daily and non-daily newspapers are owned by small, independent, local
enterprises, holding at most a few properties each.
 Of the 56 daily newspapers in the region, 35, or 63 percent were owned by the nation’s or the
region’s larger newspaper chains. The national share of chain ownership of dailies is about 75
percent.
 CNHI, which owns more newspapers than any group in the nation, owns more weekly
newspapers in Central Appalachia than any other newspaper company.
 John Morton, the industry analyst who writes for American Journalism Review, predicts that
chains will own most small weeklies in the nation and in Central Appalachia within 10 years.
Unfortunately, our basic research is incomplete because few managers at the region’s
newspapers have returned a survey about staffing, management, ownership, news content and related
issues. We plan to follow up, perhaps with personal interviews.
In this research, we are breaking ground that is not often plowed. There is relatively little
detailed, reliable data on weekly newspapers, and studies of smaller papers in rural areas is fairly rare.
We need more information on circulation and household penetration trends; Internet
convergence and interactivity with readers; staff professionalism, education, training, hiring and
turnover; and news content, including comparison with media outside the region. For example, national
news media recently have focused intensively on mountaintop mining in West Virginia and Eastern
Kentucky. I’d like to know how newspapers in Central Appalachia covered the issue, and how they are
likely to cover it in the future, perhaps under new ownership.
Sometime in August, the North Carolina and UK researchers will meet with the Committee in
Boone, N.C., to review the research and draft a summary of the work in a combined paper that will
make the pitch to a major foundation to seek funding for some of the initial programs at the IRJ.
Our ultimate goal for the IRJ is not to build a temple of research at Lexington or Chapel Hill but
a stimulus for support of rural communities everywhere, gladly sharing with and encouraging all who
believe that rural America is too valuable to be discarded to the dump piles of our society.
Though the institute would be based at UK and share outreach and information with the UNCChapel Hill as its first partner, it would be anything but turf protective. It would hope to stimulate
forming of similar educational centers around the country in regions where the rural population seems
underserved by its media.
As long as our focus remains on Central Appalachia, we hope to draw from other educational
institutions in and near the region that have distinguished themselves in journalism. Some of our initial
research is coming from Liz Hansen of Eastern Kentucky University, and our advisory group includes
Pam Luecke, who is now at Washington and Lee University after editing the Lexington Herald-Leader.
There are several other possibilities, including my alma mater, Western Kentucky University,
which may seem somewhat removed from Central Appalachia but has several Appalachian counties in
its service area and conducts an annual Mountain Peoples’ Workshop for photojournalists from around
the nation, who recognize Western’s photojournalism program as one of the best in country, if not THE
best. And as a graduate of print journalism at Western, I think that program is pretty good, too. Much the
same might be said of Middle Tennessee State University, which serves the Highland Rim.
But today, I’m here to draw on YOUR background, knowledge and experience. How do YOU
think an Institute for Rural Journalism and Community Affairs could help YOUR newspaper, and
community journalism in general? Do you think we’re on the right track or the wrong track? I’m here to
find out what you think, so the floor is open for comments and questions.
Background on Research
The principal investigator is Dr. Ron Eller, Professor of History and former Director of the UK
Appalachian Center, former Scholar in Residence at the Appalachian Regional Commission in
Washington, and author of a prize-winning book on Appalachia, Miners, Millhands, and Mountaineers.
Ferrel Guillory, director of the Program on Southern Politics, Media, and Public Life at the
University of North Carolina at Chapel Hill, moderator of the Southern Journalists Roundtable and
former editorial page editor of the Raleigh News & Observer.
The survey and sampling is focusing on 206 ARC counties in five Appalachian states— West
Virginia, 55 counties; Kentucky, 49 counties; Tennessee, 50 counties; southwest Virginia, 23 counties,
and North Carolina, 29 counties.
Future research will delve into the broadcast media.
ADDITIONAL NOTES
Little research exists on non-daily newspapers and radio news departments