Understanding the Rawlins Times Reader: A Local News Customer Persona
Why Customer Personas Matter for Local News
Local newspapers play a unique role in small communities, especially in rural areas like Rawlins, Wyoming. To understand how local journalism continues to thrive, it’s essential to understand who the audience is and why they engage.
This customer persona focuses on the core audience of the Rawlins Times, a publication operated by Adams Multimedia that serves communities across the Rocky Mountain region and beyond.
Meet the Rawlins Times Reader: Wyatt Parker
Demographic Snapshot:
Age: 45–60
Gender: Not gender-specific
Location: Rawlins, Wyoming (rural community)
Education: High school diploma or some college
Occupation: Small business owner or skilled trade professional
Income Level: Middle income
Marital Status: Married
Household Size: 2–4 people
Psychographics: Values, Lifestyle, and Motivations
Wyatt values community connection, reliability, and local accountability. He prefers information that is practical and immediately relevant to his daily life.
Key traits include:
Community-minded and civically engaged
Loyal to local institutions
Practical and routine-driven
Trust-oriented rather than trend-driven
Core Motivations
Staying informed about local government and schools
Supporting local businesses
Feeling connected to his town
Making informed decisions for his family and business
Behavioral Insights: How Wyatt Engages With Local News
Reads the Rawlins Times multiple times per week
Uses both print and digital formats
Pays attention to community announcements, obituaries, and business news
Responds positively to familiar advertisers and locally relevant promotions
Customer journey highlights:
Discovers stories through print delivery or social media links
Visits the Rawlins Times website for details
Shares relevant stories with friends or coworkers
Builds long-term trust through consistent coverage
Goals, Challenges, and Objections
Short-Term Goals:
Stay updated on local events
Support community causes
Make informed business decisions
Long-Term Goals:
Maintain a stable community for his family
See Rawlins thrive economically and socially
Common Concerns:
Fear of losing reliable local journalism
Skepticism toward national or overly political news
Desire for accuracy over speed
How the Rawlins Times Meets This Reader’s Needs
The Rawlins Times succeeds by offering:
Hyper-local reporting unavailable elsewhere
Trusted community voices
Accessible content formats
A platform for local businesses and organizations
For readers like Wyatt, the Rawlins Times isn’t just news; it’s a community anchor.
