Richner Communications showcases a wide-ranging media business

At a Freeport Chamber of Commerce meeting on Nov. 14, Stuart Richner, chief executive of Richner Communications, offered an overview of the media company’s extensive portfolio, showcasing its multifaceted operations. Richner, a second-generation media executive, highlighted the company’s diverse services, which extend well beyond traditional newspaper publishing, where it got its start.

Richner Communications, the parent company of Herald Community Newspapers, publishes 24 weekly newspapers with a significant presence in Nassau County, including the Freeport Herald. Beyond publishing, the company operates an extensive printing operation and is one of Nassau County’s largest mailhouses.

While print publishing remains a core aspect of Richner’s business, the company has expanded into digital marketing, offering services such as search engine optimization and programmatic advertising. Programmatic advertising allows the advertiser to identify very specific demographics and interests of the people to whom the digital ad is served, with availability across almost every website in the U.S. Another service that the Herald offers is “geofencing” to target ads to people that are currently in, or have previously been in, a specific location. Richner showed examples of some of its campaigns, including helping a bus company recruit drivers through targeted digital advertising.

The audience was shown various forms of digital marketing, and Richner emphasized the importance for local businesses of embracing digital strategies in order to stay competitive.

“This kind of sophisticated digital marketing was never available to local businesses,” Richner said. “We now make that all available. We help manage it for you, including all creative and artwork. We’ll help you define the market that you want to go after.” 

The company aims to be a comprehensive marketing partner for businesses looking to expand or build market share. “We can do all types of digital marketing now,” Richner said. “We can help your business maximize its exposure through search engine optimization, or SEO, marketing.  This keeps your business at the top of search engines results increasing traffic flow to your website or storefront.” 

He underscored the significance of local newspapers in fostering community engagement. He described the Freeport Herald as a community champion, focusing on hyperlocal news and positive stories highlighting residents’ achievements and activities. The Freeport edition and its sister publications showcase community-focused reporting, he said, which differentiates them from larger news outlets.

Richner emphasized the role of local newspapers in the democratic process, referencing studies that show local newspapers help reduce political polarization by objectively informing citizens, and increase voter turnout. Trusted as sources of information, local newspapers impact public opinion and can even influence municipalities’ bond ratings, indirectly affecting taxes.

Another topic Richner touched on was the Employee Retention Tax Credit, describing it as a unique and beneficial program introduced by the federal government during the pandemic to help small businesses. Those businesses, he explained, can claim up to $26,000 per employee through ERTC, and the credit is retroactive for the years 2020 and 2021. Richner emphasized the program’s inclusivity, covering various businesses, including nonprofits, and encouraged his audience to check on their eligibility.

“The employee retention tax credit is really something that’s extremely helpful,” he said, “and something that I don’t think we’ll ever see again.”