By Mike Paterson
President/general manager
Mid-West Family Broadcasting
Over the past few weeks, I’ve received a number of questions about why we started RockRiverCurrent.com. Instead of writing some flowery publisher-esque column, I wanted to take a little space here to answer some of them and hopefully paint a picture of our vision for this community-focused information and news source.
Why did you start the Rock River Current?
For the last few years, we’ve watched as the Rockford Register Star “downsized” its staff and eliminated the positions of some very talented writers, reporters, editors and community-focused publishers and sales personnel. Going back to my time in the area, starting in 1979, the Register Star was a beacon of news and information for the community. It was also an inspired advertising vehicle for many locally owned businesses.
As the corporate owners decreased the reach and effectiveness of the organization, an opportunity popped for us at Mid-West Family. While our specialty has been radio broadcasting, that specialty comes with many transferable skills in the marketing, advertising, content creation, reporting and community organizing world. We decided to serve this growing hole in the marketplace for a news and information source that didn’t fall into the “if it bleeds, it leads” culture of our community.
When did the RockRiverCurrent.com debut?
RockRiverCurrent.com hit the interwebs in the fall of 2020. It was everyone’s part-time job. Because of our community connections, we were able to share news releases from community organizations and others around town.
But, because of time and personal bandwidth constraints, we were stuck. We needed a captain on the ship to sail the RockRiverCurrent.com down the river from port-to-port.
After surviving the “COVID Winter of our Discontent,” we worked with a local recruiter to hire a managing editor for the site to give it an editorial voice and face in the community. That’s how we got to having the talented Kevin Haas on our team.
What makes Mid-West Family capable of leading a news organization in the community?
There are a couple ways to answer this question.
First, two of the top leaders in Mid-West Family Rockford’s hierarchy hold journalism degrees from the University of Wisconsin-Madison. So, there is some experience in the news and information world, beyond radio and broadcast.
Second, if you want radio results, hire a radio person. If you want different results, hire different. That’s how we ended up with Kevin Haas in this chair as we decided not to repurpose a radio person into this role.
Kevin brings a great sense for news, the community, and a collaborative nature into the team and the role which will only grow as we build our audience and reach.
What advantages does being partnered with Mid-West Family provide the RockRiverCurrent.com?
RockRiverCurrent.com is a start-up brand under the Mid-West Family umbrella. This gives RockRiverCurrent.com membership in a family of community-focused brands with a mission of serving the community. Having radio brands with years of experience in our community allows RockRiverCurrent.com access to community leaders and information. It gives RockRiverCurrent.com credibility.
What is the vision of the RockRiverCurrent.com?
The vision for RockRiverCurrent.com is to be the No. 1 source for local information in our communities that is not “if it bleeds, it leads.” The mission is how you get to the vision, and that mission is to cultivate relationships in the community and support solid enterprise journalism and community-based reporting that helps our community grow and prosper. Included in that mission is information about area events, chicken dinners, obituaries, local sports, restaurants, and other lifestyle and practical living information that is timely and topical.
How can you participate with the RockRiverCurrent.com?
This has been one of the biggest questions I’ve received and there are a couple easy ways. First off, read us daily and sign up for our email newsletter. Secondly, tell your friends either via the social share or when you’re in person.
Lastly, buy advertising with the RockRiverCurrent.com and Mid-West Family. Like the businesses we’re spending time covering, we’re locally owned, too. The only broadcast and internet media company that is locally owned. Your advertising dollars spent with Mid-West Family stay in this community and allow us to invest in innovations and products like the RockRiverCurrent.com.
One of the biggest laments that I hear is that the “newspaper has declined.” As we face facts, the newspaper declined because people started using Craig’s List instead of buying classified ads. Classified ad revenue supported newsroom jobs. As the internet expanded to pick off other newspaper-centric advertising verticals like autos, real estate and circulars, the ability to cover the overhead of employees in the newsroom, pressroom, and distribution center changed. So, if you really want to support the RockRiverCurrent.com, tell a friend to read our local coverage, then tell a local business owner to buy advertising with us. Hard stop on the sales pitch.
If you have any other questions about the RockRiverCurrent.com, please feel free to contact me, Mike Paterson, president of Mid-West Family, at mpaterson@rmgmwf.com.