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By Lynnell Burkett

Of all the advantages that newspapers have over other media, connections to the local community may be both the most important and the most undervalued. Because of their unique assets and because they lack competition for the role, newspapers can help bridge gaps and connect citizens in ways that no other person or institution can.

Author Lynnell Burkett argues that analysis and opinion offer one of the most potent strategic advantages of the newspaper over other media and that the opinion pages are the most overlooked weapon in newspapers' strategic arsenal. She offers examples of how the best newspapers use their opinion pages to connect with their communities and encourage readership.

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Future Voice (PDF - 563KB)