Cape May County Herald Celebrates 50 Years Publishing in the Community

RIO GRANDE – For 50 years, the Cape May County Herald has been connecting and informing Cape May County, serving the specific needs of our region and its unique communities. Although the Herald dates back to 1967, the diverse newspaper which sits in people’s hands today – whether in print or on a mobile device – began with Art and Patricia Hall in 1979.
Working in the newspaper industry since 1955, Art has always had a passion for the publishing business. In just third grade, he had his first job in the industry as a newspaper boy in his home state of New Mexico. He eventually started working for a newspaper chain that purchased the Wildwood Leader, which sent him and his wife, Patricia, to Cape May County in 1974. They settled in Wildwood Crest, where they still reside today. After spending two years as the Wildwood Leader’s publisher, Art and Patricia decided to purchase Shout News, a seasonal tourist paper. But Art truly desired to return to community newspapering; so when Dr. John and Mary Cunningham of Avalon decided to sell the Herald in 1979, Art and Patricia, in conjunction with Darrell Kopp and under the Seawave Corporation, made the purchase with a promising vision.
The Herald was first published as the Avalon Herald on Aug. 17, 1967. The year-round, paid paper strictly covered Avalon, with a weekly circulation of around 8,000. In 1968, the Herald expanded to cover the entire Seven Mile Island as the Avalon–Stone Harbor Herald. In a short time, the publication expanded its reach even farther and marked itself as the Cape May County Herald in the Dec. 4, 1968 issue – boasting the “largest circulation in the county” with a weekly circulation of 15,000 copies. When the Halls made their purchase in 1979, they had something a bit different in mind for the Herald.
Art and Patricia set out to turn the Herald into a large circulation, advertising-supported, free-issue weekly publication, while retaining key attributes associated with paid newspapers – most notably, a professional editorial staff. Additionally, while the Herald already claimed to cover county-wide topics, Art and Patricia wished to focus even more on this aspect with thorough coverage of each municipality, thereby unifying Cape May County. From an advertising standpoint, the Halls believed this “free paper” structure could better serve local businesses. Many advised Art and Patricia that their plan wasn’t a smart business investment, as others have tried before and failed… they did it anyway. The Herald’s circulation expanded with its editorial coverage, as did the scope of advertising and the associated business enterprise. Art and Patricia’s vision was playing out just as they had hoped.
To be more centrally located within the county, the Herald moved its business offices from the original location on Dune Drive in Avalon to the current location on Route 47 in Rio Grande. In 1988, the Herald building was destroyed by arson; but the attack was no setback for the dedicated Herald team. Under the direction of then-General Manager Gary Rudy, business operations temporarily moved to surrounding storefront locations, and the Herald published a 100-page paper the following week. A new building was soon constructed on the Rio Grande site, and this building continues to support Herald operations today.
The rise of the internet presented the next major challenge to the Cape May County Herald. While many in the publishing industry saw the internet as just another media newcomer – like radio and television before it – Art saw the potential of the internet to completely disrupt the newspaper business. To survive in the digital age, newspapers would have to evolve quickly. Unfortunately, the tools needed to become a digital publishing company were made for the titans of the newspaper industry – outrageously expensive and ill-suited to the work of a free, weekly, community newspaper. A new solution was needed, and Art knew better than to wait around for it.
 The Digital Press Consortium was the response. Headed by Art’s son, Benjamin, DPC developed software that allowed local media companies to jump into digital publishing at a fraction of the cost. The experience of developing and delivering these digital media solutions helped transform the Cape May County Herald into a digital-first, multi-media publishing company. Going digital-first has enabled the Herald to become a 24/7 source of news and information via a wide range of media formats and platforms.
Supported by a very talented team of dedicated professionals, the Herald has grown tremendously since 1967. While Cape May County has about 50 percent more residents, the Herald has more than doubled its print circulation. Our independent audit tells us the average copy of the Herald reaches 2.6 people. So, at 36,550 copies, the 50th Anniversary issue of the Herald is expected to reach over 95,000 people. Five decades later, the Cape May County Herald still boasts the largest circulation in the county.
While the weekly print edition remains a cornerstone, the Herald media enterprise now comprises much, much more. Through DoTheShore – a multimedia successor to the old Shout magazine – the Herald keeps residents and visitors informed about local entertainment, events, dining, shopping and more. Special publications and features bring focused attention to areas of community interest, including Home & Garden, Health & Wellness, Real Estate & Finance, Weddings & Special Events, Restaurants, 4-H, Coast Guard and more.
Beyond print circulation, the Herald’s reach is now extended through a variety of digital media channels, including websites, mobile alerts, email newsletters and social media channels such as Facebook, Twitter and Instagram. The combined audience of the Herald’s media channels – including print, digital and social media – typically exceeds 250,000 people each week.
Additionally, under the Seawave Corporation, Seawave Digital delivers digital marketing solutions for local businesses such as websites, social media, search engine optimization and target marketing to reach prospective customers throughout Cape May County and beyond.
While the company’s reach now extends far beyond Cape May County, the Herald’s emphasis remains serving those who live, work and vacation in this area. “We focus entirely on our community,” says Art Hall. “There are over 3,000 counties in America, and we at the Herald do our best to serve the specific needs of our unique county.” As the Herald marks 50 years, it celebrates the community which helps create its very existence.
“Dedicated to the Service of God and Mankind” is the Herald’s motto, signaling a strong and enduring commitment to community service and journalistic quality. The Herald continues to build on this solid foundation. With the largest circulation of any newspaper in the county, excellent editorial coverage and a diverse portfolio of quality media products and marketing services, the Herald is a valuable and popular resource for both readers and businesses. After 50 years, the Herald’s legacy as the local newspaper for Cape May County grows ever stronger.