In a recent NENPA University webinar, Ron Speechley, VP of Sales at Legacy.com, shared expert insights into the evolving obituary industry and its critical role in the newspaper business. With over 25 years of experience in media, including seven years at Legacy.com, Speechley provided actionable strategies to optimize this vital category.

Obituaries: The Cornerstone of Community News

Speechley emphasized that obituaries are more than announcements of death—they are a vital form of community news. As user-generated, paid content, they consistently drive high engagement, often ranking as the most-clicked section on newspaper websites.

Despite their importance, the obituary market is facing challenges. Rising costs and shifting funeral traditions, such as the growing popularity of cremations and DIY funerals, have impacted traditional practices. Today, only 30% of deaths result in published obituaries, a significant decline from past years.

Key Challenges and Opportunities

  1. Pricing Concerns: With average obituary costs nearing $390, many families face sticker shock, leading to shorter obits or opting out entirely. Speechley suggested rethinking pricing models, including subscription-based strategies with funeral homes to encourage consistent placements.
  2. Funeral Home Relationships: Building strong connections with local funeral directors is crucial. Regular communication can help newspapers better understand how obits are presented to families and align strategies to meet their needs.
  3. Digital Transformation: Millennials, the emerging decision-makers for baby boomer funerals, expect digital-first solutions. Legacy.com and other platforms offer AI-powered tools to assist families in crafting meaningful, well-written obituaries. Testing digital-only obituary packages with upsell options, such as memorial videos, can cater to this demographic while expanding its reach.
  4. Content Quality: Funeral directors and families often struggle to create comprehensive obituaries due to time and cost constraints. Tools like Legacy.com’s AI writing assistant help address this challenge, ensuring obituaries capture the full life story.

The Way Forward

To sustain and grow this category, Speechley encouraged newspapers to:

  • Revisit their pricing and placement strategies.
  • Focus on user-friendly digital platforms.
  • Strengthen funeral home partnerships.
  • Experiment with innovative solutions, including digital-only obituary offerings.

In conclusion, Speechley highlighted the enduring significance of obituaries as a cornerstone of the newspaper industry. By adapting to changing trends and proactively engaging with stakeholders, newspapers can continue to provide this essential service while driving revenue and engagement.

Visit the NENPA U Recordings page and stay tuned for other upcoming NENPA U webinars addressing other pivotal industry topics.