SPRINGFIELD, CO – When Plainsman Herald owner and publisher Kent Brooks announced last summer that the paper would be shutting down, he never imagined that reversing that decision would turn into a national conversation. Yet, this week, Brooks will take the stage February 20, 2025 at the Knight Media Forum 2025 (KMF25) in Miami, Florida a prestigious, invitation-only gathering of media leaders, journalists, and civic advocates, to discuss how a small-town paper defied the odds in an era of rapid newspaper closures.

In July 2024, Brooks, like so many other rural newspaper owners, faced a grim financial reality. More than 2,400 newspapers had closed across the U.S. in the past decade, and that same week, four other eastern Colorado papers announced their closures. The numbers painted a bleak picture for small-town journalism. With rising costs, dwindling advertising dollars, and an increasingly digital world, the Plainsman Herald seemed destined to become another statistic.

But something remarkable happened.

How a Change of Heart Kept the Plainsman Herald Alive

Instead of quietly accepting the loss of their newspaper, the residents of Baca County Colorado rallied. Following a survey, 95% of respondents agreed to a significant subscription price increase and pledged greater financial support, proving that local journalism still matters. The response wasn’t just about nostalgia—it was about preserving a vital institution that connects neighbors, tells their stories, and holds local government accountable.

“I thought I was announcing the end of an era,” Brooks said. “I had no idea that the real story was just beginning.”

What followed was an unexpected wave of regional and national interest. Brooks’ decision to keep the paper running—powered by grassroots support—turned into a symbol of resilience at a time when local newsrooms across the country are vanishing.

Now, that story is taking center stage at the Knight Media Forum, where Brooks will join media and civic leaders to discuss how communities can take control of their own futures in a rapidly changing media landscape. The forum, held February 18-20 at the InterContinental Miami, focuses on strengthening democracy and fostering innovation in local journalism.

A Model for Local News Survival

Brooks’ experience highlights the growing recognition that sustaining local news requires more than just traditional business models. The success of the Plainsman Herald was not about finding a wealthy investor or chasing digital ad revenue—it was about reaffirming the bond between a newspaper and the people it serves.

“What we proved in Baca County is that a newspaper is more than a business,” Brooks said. “It’s a part of the community’s identity. When people understand what’s at stake, they step up.”

At KMF25, Brooks will share insights on how local papers can engage their communities, adapt to economic challenges, and leverage technology without losing their core mission. His story will serve as a reminder that, despite the headlines about newspaper closures, there is still a path forward for rural journalism—if the community is willing to fight for it.

A National Spotlight on a Small-Town Paper

While Brooks never expected to be addressing a national audience about the survival of a small-town newspaper, the unexpected attention underscores the broader crisis facing local journalism. The Plainsman Herald’s story is one of determination, adaptability, and the power of community—a lesson that resonates far beyond the High Plains.

But let’s be honest—this is still an experiment. When the paper announced its closure, the community stepped up in a way that no one could have predicted, agreeing to a major subscription price increase and pledging greater support. That effort saved the paper from shutting down in January.. But will it be enough to keep it going long-term? That’s the big question, and the answer is still unclear.

“We agreed to give it a whirl in 2025,” Brooks said. “But I’d be lying if I said we know for sure if this model works long-term or if we will continue beyond 2025.”

Yet, what is clear is that your voices, your commitment, and your willingness to act have defied the odds. While some see newspapers as relics of the past, you’ve shown they are very much wanted, alive and essential.

The national press has noticed, with stories of your remarkable efforts appearing in The Colorado Sun, The Gazette, and The Washington Post. These stories didn’t stop there. The Colorado Sun article was reprinted in newspapers in Trinidad and Grand Junction. The Washington Post piece found audiences in The Seattle Times, The Detroit News, and even Canada’s Toronto Sun. There are Linkedin conversations and Reddit threads about you. Your actions have sparked conversations far beyond the High Plains.

But this isn’t their story—it’s yours. And the proof is in how you talk about your local paper.

Time and time again, when people comment on the Plainsman Herald or any other local paper, they don’t call it the paper. They call it my paper. That simple phrase—my paper—says everything about what this newspaper means to its readers. It’s not just a business or a media outlet. It’s personal. It belongs to the community in a way that goes beyond ownership.

When Kent Brooks was faced with the difficult decision to shutter the Plainsman Herald, you stepped in. You didn’t just express your concern—you offered solutions. You told us this paper matters. You told us you’d pay more to keep it alive. You proved, without hesitation, that this newspaper is more than ink on paper; it’s a part of who we are as a community.

And it turns out, other communities are watching—and following your lead.

Other newspapers have taken notice of what happened in Springfield and have begun using similar approaches to keep their own local news alive. The Limon Leader in Limon, Colorado, followed suit with a community survey and subscription price increases, testing whether their readers are willing to invest in the future of their papers just as Baca County has.

More recently the Kiowa County Independent in Eads, Colorado, announced similar changes, even commenting on our story and a common truth not just for the Plainsman Herald, but for all of our rural newspapers,

“This paper is as much the (Baca County) community’s as it is mine.”

What this shows is that the Plainsman Herald is not just still with us—it’s setting an example. Your actions haven’t just saved your local newspaper; they’ve sparked a broader interest among rural publications looking for a way forward in a challenging media landscape.

What is also clear is that, for a brief window, the Plainsman Herald has the kind of national attention that most small-town newspapers never get. With Brooks speaking at the Knight Media Forum, media leaders, journalists, and civic organizations from across the country will be watching. That means more eyes on the Plainsman Herald’s website and story than ever before—a rare opportunity that may never come again.

For advertisers, local businesses, and community sponsors, this moment is a chance to reach an audience far beyond Baca County. The paper’s struggle—and survival—has become a symbol of resilience in local journalism, making it an attractive platform for those looking to connect with engaged readers both locally and nationally.

“I’ve spent my career telling stories about both IT and local history,” Brooks said. “I just didn’t realize that changing my mind about closing the paper would become one of the biggest stories of all…and it really wasn’t me at all, it was the Baca County community that changed its mind.  We aren’t out of the woods yet, but we at least have a glimmer of hope.”

As the Plainsman Herald moves forward, the challenge remains: Can this model sustain a rural newspaper in the long run? The answer is still unknown. What is certain, however, is that the next few months are critical. The paper has survived because of its community. Now, with a spotlight on it, the question is whether it can turn this moment into a lasting future.

To those of you who have been with us for decades, and to those who are joining now: thank you. You’ve shown courage, creativity, and a deep sense of responsibility for your community. In a world filled with fleeting digital news, your decision to fight for the Plainsman Herald sends a message that resonates far beyond our county borders.

The world has taken notice. But we already knew how extraordinary the citizens of Baca County are. This is your victory, and we are honored…for now, to continue serving you.

Here’s to the readers and sponsors who saved the Plainsman Herald. You are the heart of this community, and we are proud to tell the Baca County story because of you.

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