Jonathan McNiven
Folks I want to address a supposed “newspaper” and self-described news media entity called the Montana Independent. This “newspaper” is being sent to more than 150,000 Montanans from an out-of-state organization called the American Independent that has ties to a Democrat aligned Super Pac that is focusing on high-profile elections in battleground states, including Montana this year. Most notably, it appears to focus primarily on the US Senator Jon Tester’s re-election race in Montana as that race is possibly the most consequential race in the country. This “newspaper” entity called Montana Independent was launched about six months ago and started circulating in the state through the mail in newspaper format.
A story entitled, “Progressive dark money launches Montana media outlet ahead of election” was published in the Montana Free Press online on April 16, 2024.
I reached out to our Executive Director of the Montana Newspaper Association to confirm if this “media” or “newspaper” entity is one of our 80 strong newspapers in the state and was told “No”.
This copy of the Montana Independent was mailed to over 150,000 Montanan’s for the August edition. This “newspaper” circulated within Montanan households is sent from an out-of-state organization called the American Independent that started mailing papers earlier their year. (courtesy photo )
Our newspapers work hard in the following ways to be recognized and trusted within our communities and state.
Our newspapers are required to file sworn statements of circulation by July 1 of each year with our county’s clerk and recorder’s office in order to be recognized as a publication of general circulation. If we don’t, we are not eligible to bid on legal advertising contracts and so forth each year.
Our newspapers are required to file sworn statements by October 1 of each year with the US Postal Service in order to keep our rates and periodical permits when sending our newspapers in the mail.
Our newspapers have to work hard in reporting the news and local stories to our communities each week.
Our newspapers have to work hard to increase advertisers and increase revenue from our local communities and areas by printing local hard news and weekly information that is important to our communities.
Our newspapers have to work hard to be flexible in order to stay relevant to our areas. For example, my newspaper also has a radio station and sports broadcast to connect with our readers, listeners and followers.
Our newspapers have local reporters and staff week after week, year after year. We pay in order to write trusted and relevant stories for our local communities and industry.
However, the Montana Independent “newspaper” does not have any advertisers in it. It is not required to file its paperwork in Montana to be recognized as a periodical of general circulation in our counties. It’s not produced within the state of Montana. It’s shipped from out of state. (Is it DC or Delaware?) All its reporters are from out of state (except maybe one?). It circulates more “newspapers” than the biggest newspaper in the state. In fact, the temporary media or “newspaper” business is surpassing the combined subscriptions we have in our statewide display advertising program at 166,000 subscriptions (includes 64 newspapers). Why would they need to advertise in our local trusted newspapers when they can just get great rates from the post office and send it out in newsprint like a regular newspaper?
Here are my questions. Is the Montana Independent going to be around even after the election cycle is over in November? Are they getting great periodical rates with the US Post office while not being required to file sworn statements (as our newspapers have to each year) with the local post office?
Do they have to work hard to get supporters, subscribers, advertisers and sponsors each week or month or year as our Montana newspapers do? It doesn’t seem so.
While I’m happy and agree this group and individuals in Montana see the relevance that trusted local newspapers have in Montana and the newspaper industry still today, I feel the Montana Independent ”newspaper” needs to be called out for what it is for trying to imitate a trusted industry that works hard to be relevant to our readers and local communities each week and year.
The Montana Independent is not a member of the Montana Newspaper Association. It is temporarily trying to imitate and look like a legitimate local Montana newspaper, but it isn’t.
As a member of the Montana Newspaper Association and a board member, I feel it’s important our readers and newspapers throughout the state understand what the Montana Independent is and what its temporary purpose is at this time.
Let’s call it for what it is. It’s straight up political propaganda and, in my opinion, it’s fake news.
Jonathan McNiven
Owner/Publisher
Yellowstone County News
Board Member of the (MNA) Montana Newspaper Association
Board Member of the (MNAS) Montana Newspaper Advertising Services
