Little Book of Coronavirus Coverage

Little Book of Coronavirus Coverage

Since March, the coronavirus has impacted the lives of PNA members and their businesses.

At the beginning of the lockdown, severe advertising revenue declines, staff layoffs and reduced printing days were common. You were tasked with doing much more with much less.

Now here we are eight months later, and while some of the initial challenges brought on by the pandemic still ring true today, we are hearing more and more stories of optimism. Many of our members have seen growth in readership, particularly online. Numerous members launched new products dedicated to coronavirus information. Advertising revenue is starting to rebound, and some newspapers have returned a normal printing schedule. Newspaper teams have adapted to a hybrid or work-from-home model and are finding meaningful ways to stay connected through virtual meeting platforms. The resilience of our members reflects the spirit of our industry.

In May, we released the first edition of the Little Book of Coronavirus Coverage. Since reporting on and responding to the coronavirus pandemic is so timely, we consolidated and shared the information and resources that we had received from our members and developed internally at that time. Since then, our library of materials has expanded, and you will find all the available resources in this updated release. We sincerely hope that you find value and inspiration in replicating and utilizing the programs and tools created by us and your fellow PNA members.

Stay safe and well.

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Coronavirus Resources for the Pa. News Media Community

Since the start of the pandemic, the Pennsylvania NewsMedia Association (PNA) has been creating resources for our members.  Below we have collected a round-up of those resources that are available to our members at no cost.

Advertising Support: Shout-Outs

Research company CivicScience recently discovered that more than one-fourth of Americans say they miss gathering with friends the most during this time of quarantine. As the local community newspaper, you can provide them with a unique opportunity to publicly exchange warm messages and greetings.

Through social distancing “Shout Outs,” readers can post messages to family and friends through the classifieds or other dedicated section of your publication. Both line ads and templated display ads can be offered.

Download the Shout-Outs

Covid-19 PSA Ad Campaign

The PNA has designed a series of print and digital ads that each highlight one of the actions recommended by the CDC to help prevent the spread of COVID-19 and manage the associated stress related to this pandemic. Please download and run these ads in and on your news media properties to help keep your readers informed and healthy.

Download the PSA Ad Campaign

The Importance of Maintaining Advertising Consistency

To help our members retain and earn as much advertising business as possible, the PNA has developed a marketing sheet that focuses on the importance of retailers maintaining advertising consistency. The content includes important statistics and valuable tips on how retailers can change their advertising message to include benefits that consumers are now seeking, including take-out services, home delivery options and online shopping. Encourage restaurants in your area to advertise their take-out menus, and seasonal businesses, such as painters and landscapers, to promote their services. As more employees are working from home, they are sure to identify a long list of home improvements that need to be tackled.

Download the Sales Flyer

Download the Social Media Ads

In April 2020, the PNA launched a new website dedicated to the promotion of our members’ coronavirus coverage.  At, Pennsylvanians could read about how their community and others across Pennsylvania are responding to the coronavirus crisis.


United With You Ad Campaign

As communities are struggling to cope with the devastating impact of this pandemic, it’s more important than ever for newspapers to reassure readers that together, we will weather this storm and emerge as a stronger, tighter and more connected community.

Download the United With You Ad Campaign

If you experience any difficulties accessing or downloading these materials, please email