The Swampscott Tides is hosting an All Aboard campaign at the end of May, to encourage people to subscribe to the paper for free. The paper will run a door-to-door subscription drive on May 30 between 1 and 4 p.m., starting at the Unitarian Universalist Church of Greater Lynn.
For more than a decade, Swampscott did not have a local newspaper. Residents turned to social media to stay informed, often relying on fragmented, unverified and highly personalized information streams.
Swampscott’s experience reflects a broader national crisis. Over the past two decades, more than one in five U.S. newspapers has closed, and journalist jobs have been cut roughly in half, according to Northwestern University research. As a result, so-called “news deserts” have expanded dramatically. Today, 213 counties lack a local news source, while more than 1,500 have only one remaining outlet. Nearly 50 million Americans live with limited or no access to reliable local news.
Local journalism has long served as a cornerstone of democratic accountability, connecting residents to their communities while acting as a check on local government. When it disappears, civic engagement declines and transparency erodes. Social media platforms have filled that void, but often in ways that make it harder for new newspapers to succeed. Algorithms reward content tailored to personal interests rather than shared civic needs, while audiences have grown accustomed to free, fragmented updates. The result is a digital ecosystem that both replaces and undermines traditional local journalism.
That’s where the Swampscott Tides comes in.
Since the Swampscott Tides’ launch on May 9, 2025, the newspaper has grown to over 1,400 subscribers. With roughly 15,000 residents across 5,000 households, the paper still sees significant room for readership growth.
On May 30 from 1 to 4 p.m., volunteers will go door-to-door in a town-wide canvassing campaign. The event is supported in part by a $3,000 grant from the Boston University Local News Network, a regional collective of local news outlets. This is not a solicitation for donations. The rain date is May 31.
“We see this as both an educational and branding opportunity to engage the Swampscott Tides community of readers,” said President Anne Driscoll.
Organizers hope 75 volunteers can canvass the entire town in about three hours. Volunteers will be given training resources and door hangers with information on how to subscribe.
Lawn signs promoting the All Aboard campaign have already been placed throughout town.
This is not the paper’s first attempt to reach its potential audience. In September of 2024, the Swampscott Tides sent out a mass mailing to every household and business to introduce itself before the paper’s official launch. The group has also appeared at local farmers markets and presented at community events, including the Moth-style Fish Tales event hosted by the paper.
Anyone who is interested in volunteering to canvas can reach out at allaboard@swampscotttides.org or use this form by May 18. Volunteers will receive a Swampscott Tides baseball cap and T-shirt.
