When I worked at The Union, I asked the Publisher if staffers could write “goodbye” columns when they left because some of them had asked. No, he said. People come and go, but this newspaper has been here for 148 years.
But Jeff A. broke his own rule to write a “goodbye” column about himself, putting his own spin on his corporate transfer to Roseburg, Oregon. He takes credit for introducing an Amy Goodman column; in fact, it was a team effort. He often called The Union “my newspaper” inside the building; now it’s “our” newspaper in his swan song to readers. It’s a bit nauseating.
In truth, Swift is providing a longtime employee with a “soft landing” after he continued to antagonize half the community even long after the NH2020 debacle. Remember this editor/publisher’s lawsuit against a grieving father, stemming from an insensitive column, that could have been handled with a simple apology? Instead, he painted himself as a hero. This would have been a good opportunity to say “I’m sorry.”
MISSED THE LONG TAIL
From a business standpoint, Jeff A. dropped the ball business-wise. He missed out on (in fact, he ridiculed) what is called the “long tail” of business — one could have generated some incremental revenue to the newspaper after the real estate and construction market collapsed. And better yet, this could have helped shape a community vision.
Instead, he continued to focus on the “head” — mining and construction, rooted in “old boy” politics — rather than the “tail” — “narrowly targeted” goods and services that can be as economically attractive. You know, the intriguing “new” niches.
In our case, the “tail” could be things like geotourism, biomass, sustainable agriculture, wine grape production, arts/culture and so on. What if the Publisher led the charge for a new performing arts center, for example, instead of reopening the Idaho-Maryland gold mine? In short, promote a more diversified economy.
“The theory of the long tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of ‘hits’ (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail,” writes former Wired editor Chris Anderson, who coined the term.
In fact, The Union’s editor/publisher belittled all this, reducing it to personal stereotypes. Just the other day KNCO reported: “Ackerman says some new arrivals to Nevada County clear-cut their one-acre lot and then slap a ‘Save the Planet’ sign on their Volvo.”
Well not exactly. It’s more complicated than that.
The Union will be a better paper, with a more enlightened local management — well sort of new. The new publisher, at least, will be one who embraces a more diversified economy, “purple” politics, and he will be open to new ideas. He will be more of an innovator than past publishers.
Though it will be another tug-of-war between “old” and “new,” I predict he will succeed, making The Union a paper for the whole community, not just the half whom he agreed with.
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Hmm, wondering if Emgold will take this as a sign that their last real public voice champion is leaving therefore any remote chance they had of tricking the local populace into supporting the mine en masse is now leaving too. Which might accelerate their departure / lower their morale. Hmm.
Outstanding column Jeff. I hope the new publisher is steadfast in his beliefs that doesn’t cater to the whines of the “good old boys”.
Great column, Jeff. Thanks!
What we REALLY need is an investigative newspaper like we had with the Community Endeavor.
Steve Cottrell’s Nevada City News and the Nevada City Independent are other past examples of the genre.
From James Israel’s LinkedIn page:
“Co-Publisher
Community Endeavor
Tenure: June 1987 – September 1990 (3 years 4 months)
A small monthly paper based in Nevada City, CA. Our mission was to publish the stories the mainstream press was ignoring.“
Years ago I stopped reading the Union because of the lack of news, the obvious agenda of the publisher and frankly because it “got it wrong” so much of the time.. I have hardened my position to the point that I have urged all my friends not to buy that paper or to advertise in it. I like the fact that we have a home town newspaper, its called the Nevada City Advocate. I doubt that I will ever pick up a copy of the Union ever again despite the fact that a new publisher is on the horizon.
Wonderful column, Jeff…so many things needed to be said and you touched on many of them. Such as my neighbor who is still grieving, mind you, and should never have been treated with such callousness by a local newspaper editor. I stopped my subscription at that point. A community newspaper with an editor lacking a sense of community is just not something for which I wanted to pay. And congratulations on creating a venue and opportuntiy for your “goodbye” column…mine (to my former employer) is still glowing in my desk drawer.
Friends in Roseburg, OR still won’t be subscribing to their paper.
Every time I got a call about subscribing to the Union the caller got a 30 second explination why I wouldin’t subscribe. I’m sure word got back because I wasn’t the only one with the “script.” I’ll watch and see what the new guy does. Then I might consider subscribing again.
When they begin to trade full subscriptions or pay for timely spot news images, I subscribe.
Good riddance to Jeff Ackerman and the trail of destruction that he left behind. He actually hurt this community as he burnt bridges along the way — ultimately losing his audience.
He’s nothing more than a bully causing me to pity Roseburg, OR.
It’s sounds to me like Roseburg is getting exactly what they deserve and want.