Nobody reads the paper.

We hear this pretty often. For a variety of reasons, people seem to be under the impression that we are struggling — or, as one commenter said on our Facebook page a few days ago, “withering on the vine.”

The Express still delivers nearly 4,000 papers to subscribers daily. If you’re one of them, thank you for your support!

Chances are, though, you’re reading this on your phone or computer. Our website, www.lockhaven.com, averages 7,000 unique visitors daily, and that number surges into the tens of thousands during major news events.

With today’s technology, we can track exactly how many people read each article and how long they stay engaged. But what’s most interesting is how our content spreads digitally.

Here’s the truth: we have no control over which stories go viral.

We post most of our local stories on social media at consistent intervals, prioritizing community news. Yet, national and political stories usually get the most traction. This isn’t due to bias or agenda–it’s a reflection of social media algorithms and human nature. Here’s what we’ve observed:

1. People Engage More

When They’re Angry

Social media platforms use complex algorithms that show you content based on what you engage with most. Studies reveal that users are more likely to comment on posts they disagree with. If you frequently argue about politics, Facebook will show you more political posts–including ours.

To be clear, we don’t want to make you angry. We want to inform you — and, frankly, we have a duty to do so. As we’ve said in previous editorials, we strive to make the front section of the paper informative, and the back sections of the paper interesting. We do this through the use of Associated Press content to supplement our local journalism, as The Express has done for decades, before the current staff were even born. Seriously: we have a handful of archival papers from the 1950s and they look surprisingly similar in many respects, including the use of the AP.

2. Many Readers

Don’t Click Beyond

the Headline

On average, less than 60% of people who see our headlines click through to the article. This disconnect can lead to misinterpretations and unfounded criticism. And yes, it’s usually obvious who hasn’t read the full story.

Take, for example, a recent “Our View” column about Trump’s “King” joke. The piece largely praised his effectiveness and complimented many of his positions, but criticized his choice of words, especially when considering our shared American culture and ideals.

Despite this, when we shared this editorial on our Facebook page, some readers commented that they were upset because we shared an opinion, not “just the news.”

Here’s the thing: Opinion columns have been a staple of journalism for centuries, and our “Our View” column has existed for decades. We carefully review our editorials, often getting feedback from our staff to make sure that at least most of us are on the same page.

It was very surprising to us that so many people seemed unaware of this tradition, especially given that we have been publishing Our Views on our Facebook page for some time now. Consider the “Our View” published on Tuesday about Centre County Conservation District, which received less than one percent of the engagement of the Trump piece.

Remember that thing about people engaging when they’re angry?

What’s even more interesting is that “America shouldn’t have a king” isn’t even the most controversial opinion that we have published — it just happened to get the most shares on Facebook.

The Express staff isn’t overly political, and we even stopped the practice of endorsing political candidates some time ago. In fact, we believe we’ve become less political over the years, even if it doesn’t always seem that way.

As a business, our agenda is simple: to provide our community with relevant local news.

As individuals, our goals are even simpler: to pay our bills, to remember to take our medications and to spend time with our families.

In an era of “fake news” accusations, we often find ourselves defending our credibility. But here’s a little inside joke: We don’t have a fake news problem; we have a fake reader problem.

Newspapers fundamentally serve people who wish to be informed. We are at our best when you read the articles, not just the headlines, and when this reading helps you learn, grow and form your own opinions.

So, thank you for reading. We genuinely appreciate your time and attention. Your engagement helps keep local journalism alive and thriving.

Many small towns don’t have a local newspaper anymore, and we are thrilled to be able to still serve that function for this community and keep our legacy alive. We hope you are as thrilled to still have us as we are to be here.