There are approximately 8,000 small newspapers in the U.S. and while they don't all make money, they often do better than bigger publications.
In the Houston Heights neighborhood, The Leader has been a fixture for 58 years.
The weekly free publication was losing money when it was purchased by new owners in July. Since then, a renewed emphasis on community news, perspective and opinion is turning things around.
"If people were talking about the newspaper; If they were interested in what we had to say; If they were mad at us; If they laughed at what we wrote, every once in a while; if we became more of an interesting product, I felt like the business side of it would follow," says publisher and owner Jonathan McElvy.
Since the summer, The Leader has doubled in size and advertising has followed pace to cover the costs.