I will tell y'all first-hand of what happened to the weekly paper at which I was publisher for 22 years-The Copiah County Courier.
To make a long story short, the industrial base in and around Hazlehurst began to crumble soon after the mills quit taking shortwood. This decision eradicated a part of the local economy on which all small businesses relied - quick money and cash. I firmly believe that this one act was the first nail in the socio-economic coffin of the town.
Mom and pop stores-the advertising revenue providers-closed with no heirs to take over. Hazlehurst City School District fell into state conservatorship. Whites moved out of Hazlehurst into the county or retired and moved to Florida, Gatlinburg or wherever and canceled subscriptions. Many life-long resident readers passed away and their children came by to cancel the subscription because they 'haven't lived here in 30 years'.
The 'death by a thousand cuts' continued when FB was new and every small start-up business thought it was the ****, so they would not buy print. The advent of smart phones shut off inserts from major stores, like Walgreens, Walmart, DG, Family Dollar, Dollar Tree and grocery stores like Ramey's and Sullivan's. Apps became the new 'new'. Younger people did not grow up reading papers like we did. I remember going by the local fuel stop on the way to school every day for a Clarion-Ledger or JDN to see if our team's score was inside and to keep up with all the other HS and college sports. And, Sunday papers, they were incredible. One could find everything he needed to know in a Sunday C-L. We as an industry, did a very poor job of capturing young readers in the early 2000 to 2014 or so, and we paid a terrible price.
Futhermore, the newspaper business in our part of the state was strong when the C-L was strong. When USA Today took over, the C-L went downhill quickly. The ripple effect hit our area, as some folks lumped in all newspapers with the 'liberal rag Clarion Liar'. We even published Rick Cleveland's columns for a while after he became director at MSHOF. It wasn't enough to grow readership and subscriptions, and, therefore, advertising lineage.
Alas, I left the business in 2018 and started my new career here in Brookhaven at the Ford place. That story continues to be written. In many ways it nearly mirrors the previous one.