The Freeman at 102: Rising Above Crisis

CEBU, Philippines —  A bustling newsroom unfolds as soon as one opens the glass door on the third floor of The Freeman building along Jakosalem Street.

When the telephone rings – and it does a lot of times during the day, it normally indicates a potential advertiser asking a quotation, a reader seeking to report factual or grammar error or, on rare occasions, a source threatening to file a complaint against a reporter. Inside the editor-in-chief’s office, the table is crowded by editors, now on their daily story conference. The prevailing joke is, when they’re quiet inside, they’re probably scratching their heads trying to pick the banner story from a long list of page one-ables. But a boisterous laugh is dangerous: a lot of stories are likely to be killed, that is, stricken off the lineup. That, or somebody has rescheduled a story already previously killed.

At the cubicles, while storycon is ongoing, reporters – without face masks, of course -- find chance for some chitchat, only to be cut short by the managing editor, Sir Lucky Malicay, who declares in distinct voice and style: “Stories, people, stories. Alas otso na.” Even if it’s only 4:30 p.m. The reporters scamper back to their stations.

Two television sets hanged on pillars across the well-lit newsroom add up to the noise and life. At the news editor’s station, the radio blabbers. Beside it, a handheld radio awaits a 10-70 alarm for fire. To the other side, the layout artists have begun working on the early pages. There’s unseen traffic on the computer network as photojournalists upload their shots.

Those days are gone.

Now the telephone rings have gone rare. Story conferences have not been as loud, long, and crowded. Only a part of the newsroom is being lighted. Dusts have settled at the reporters’ unmanned cubicles. The TVs and radio are still on, but it’s been awhile since Sir Lucky uttered his famous line, and even if he will, no reporter can hear him this time.

Indeed, this pandemic has turned newsroom operations upside down. But there are things that remain constant, pandemic or no pandemic. These, according to news editor Fred Languido, are professionalism, an enterprising attitude, and adherence to the tenets of journalism.

Languido says that because of the advent of digital media, the challenge for newspapers to stay relevant has long been there even before the pandemic came.

“Social media has made access to information happen almost in an instant and for free, thereby affecting the newspaper industry in terms of circulation and advertising,” he says.

According to Center for Media Freedom and Responsibility executive director Melinda Quintos de Jesus, 12 of the 73 newspapers that are members of the Philippine Press Institute have already folded their pages, so to speak, as of September last year.

Some of them have completely stopped operations while others have made the digital exodus if only to survive.

When you have a “dying industry,” as others put it, the last thing you hope is a pandemic. But the pandemic came, nonetheless.

“Let’s admit that COVID-19 has taken a serious toll on the media industry, especially the newspapers. The landscape had dramatically changed,” Malicay says.

“The FREEMAN, however, was fortunate enough to survive and stay afloat because of its robust response. Our present situation gives us the edge to better position ourselves to innovate in our effort to remain an important and reliable source of information years from now,” he adds.

The pandemic has, indeed, magnified the behavioral shift among media consumers since safety has become the primary consideration of everyone.

But at the same time, Languido says, the situation has also kept the public’s need for information more pronounced now more than ever. Because providing dependable information is at the heart of media work, then traditional media have at least found “a silver lining.”

“The FREEMAN editorial team has to innovate to stay relevant,” Languido says. “We made sure of our presence in all social media platforms to deliver reliable and accurate information, keeping the public informed with quality content while keeping them safe online.”

Despite limitations, especially during the height of the pandemic when reporters were forced to work from home, the editorial team continued to provide the kind of information that the public wanted without sacrificing safety and security of its people.

Malicay adds: “Despite the pandemic, The FREEMAN remains committed to put premium on quality output as we strive to give better service to the reading public. We owe a lot to our readers, advertisers and all stakeholders for sticking with us. Their faith and trust are what drive our passion as we promise to continue to be an instrument of good journalism.”

Circulation

But the horrors of the pandemic are real they haunt almost every aspect of the newspapering business.

Joseph Dematera, the paper’s circulation manager, recalls the first day of enhanced community quarantine in Cebu: “First day ng ECQ, anong oras na di pa kami umalis... Wala pang decision. Only two dealers ordered, pinursige ko pa yun na kumuha.”

Dealers, he shares, form a major part of The FREEMAN’s distribution channels, so when many of them were forced to stop getting supplies due to the situation on the ground, the paper’s circulation was also hit.

“Yung mga dealers, sila yung unang nawala. Nandun yung volume ng kopya natin pero ang nangyari, may mga dealer talaga na na-istop, pero yung iba kinonvince na lang natin na magbenta ulit. Yun ang tumulong sa atin hanggang sa lumuwag na…bumalik na yung ibang mga dealers,” Dematera says.

The pinch did not end there.

When land and sea trips were further restricted, subscriptions from neighboring islands such as Bohol and Ormoc took a toll.

With virtually zero tourists coming in, other subscribers like restaurants, malls, food chains, hotels, resorts, and even households also bade their temporary farewell.

The uncertainty and unsubstantiated fear of catching the coronavirus through the newspaper or the collectors or delivery boys did not make things any better.

Advertisers themselves were also greatly affected, forcing them to limit or stop their print ads.

“Lahat tayo ginulat ng pandemic eh. Even big companies, nasugatan,” says The FREEMAN general manager Melandro Mendoza, who quickly adds that the paper lost no time in recalibrating its operations.

Part of the immediate measures imposed was to cut down on costs, which explains the thinner issues of The FREEMAN as only the most essential sections have been retained.

“Nag-cost-cutting tayo, minimize expenses. And we focused on circulation,” says Mendoza.

But even with the difficult times, not once did the thought of closing shop, no matter temporary, occur to The FREEMAN president Miguel Belmonte.

Belmonte’s instruction to Mendoza was to keep monitoring the company’s financial status. He also kept reminding the management to look for ways to survive.

“No timeline kung hanggang kailan tayo mag-hold on, but there is a limit of resources...yan ang mini-maintain ko--na di tayo aabot sa critical level,” adds Mendoza.

The good thing, though: The FREEMAN has its own newsstands outlets that somehow make up for the absence of some dealers.

Later, when the situation eased, delivery was expanded down south and more outlets were opened in north Cebu.

Aside from expansion and subscription drives, the paper also closely monitors the outlets to ensure that copies don’t go to waste.

Along with it is a stronger collection system for receivables.

As the economy starts to recover, the paper is also helping out in promoting the products and services of its advertisers, active or not, including hotels and resorts.

The advertising department also offers flexible advertising packages tailored to the advertisers’ needs under the present circumstances.

Mendoza says The FREEMAN has no immediate plans of shifting to a fully digital operation. This, he adds, means that newspaper printing will continue despite the increase in newsprint cost.

Going full digital, the admin believes, means displacement of a lot of employees. That is something the management is avoiding, which is reflective of the qualities of Belmonte and the late chairman, Jose “Dodong” Gullas, who are known for being humble, kind, and pro-employees.

Thus, unlike others, the newspaper has not implemented a massive retrenchment, only right-sizing. Mendoza says that about a dozen who are no longer working with the company now were either already due for retirement or had resigned.

Employees’ salaries have been maintained, too, with most benefits retained.

Mendoza also says that at no time were employees forced to a “no-work-no pay” scheme. Instead, the accumulated leave credits were utilized.

Fast forward to the present, some aspects of The FREEMAN’s operations have yet to return to their old ways but, at least, the paper has managed to survive the first and a half years of the pandemic and is now poised for recovery.

All things said, everyone can agree that the times are challenging, but Mendoza says it should not be made as an excuse not to go on and put up a good fight.

“COVID-19 may be here to stay. We have to learn to live with it. The pandemic shouldn’t be an excuse not to grow,” he says.

Moving forward, The FREEMAN will be cooking up projects and improvements to gain more revenues and continue with its mission.

“We should not stagnate. Moving forward, we do more strategies to get readers’ attention. Make more attractive proposals, projects. Kailangan nating lumaban,” says Mendoza.

Internship and Foundation

The newspaper’s responsibility is not only to gather the news; it also includes ensuring a continued supply of gatherers of the news.

Recognizing the symbiotic relationship between the industry and the academe, The FREEMAN, along with sister publication Banat News, became the first newspaper in Cebu to have resumed its internship program under the new normal after being put on hold last year due to the uncertain times.

The paper opened 20 internship slots this summer (June and July) to students of Cebu Normal University, University of San Carlos, University of the Visayas, and Silliman University.

But since safety remains a top priority, interns are immersed to the new ways of data gathering and reporting, that is, to pursue the story virtually.

Distance and physical absence are no longer barriers to filing a story. The FREEMAN’s interns gather and verify facts where they are, whether in Cebu, Zamboanga, Negros, Bohol, or even Saudi Arabia.

There are challenges, yes, but the internship program’s rebirth pains under the pandemic prove to be fleeting. Newsroom overcame them mainly by ensuring that senior reporters and editors guide the interns, especially on their first few weeks on board.

So far, the feedback has been overwhelmingly positive.

“Every day is a learning experience. But the best part about the whole experience is that I get to work independently with the stories but with the guidance of my senior reporter whenever I need help,” says Loreine Kyra Lebumfacil.

“There are specific issues that I am passionate about writing about, like environment preservation and equality, which I try to integrate with my assigned beat whenever I can. So I am grateful to The Freeman for giving me the opportunity and space for my advocacies,” she adds.

Lebumfacil also expresses her thanks to the editors for being patient with her outputs.

“I am constantly aiming to improve myself to contribute better stories and become an effective journalist,” she says.

Another intern, Jay Mar Baynos, is also “enjoying” his internship under the sports beat section even as sporting events are limited at the moment.

“So far, my internship at The FREEMAN has gone extremely well. I had a lot of fun writing sports articles, and even though sports events are currently on hold, I was able to get some articles with the help of my editor, Mr. Emmanuel Villaruel,” says Baynos.

Those assigned with Banat News also say they are motivated to learn despite the virtual arrangement.

“Nindot kaayo makatrabaho sa usa ka industry nga ang mga tawo sa palibot nimo ba kay positive mindset bitaw kaayo,” says Jason David Bacus. “Maka-motivate og taman nga mas buhaton nimo ang best nimo kay tungod sa ilang gipanghatag nga motivational words sa akoa.”

Even with the challenges, the paper, through The FREEMAN Foundation, also continues to extend its help to the less-fortunate.

Though the weekly consultations have been stopped as face-to-face consultations are not advised, the foundation’s administrator, Dr. Remedios Bacasmas, says they were able to help those in need through some generous sponsors and fund-raisers published in the paper.

The Regional Federation of Teachers’ Association of Region-VII also partnered with The FREEMAN in helping out flood victims in some parts of Cebu and in Luzon last year, while Nena Gullas, wife of Sir Dodong, also donated sacks of rice for distribution to the poor and calamity victims, together with her friends.

With the vaccines already out, Bacasmas hopes that the regular foundation activities for the benefit of the poor and those with medical needs can resume soon.

“I look forward to resuming all our other activities, from daily consultations here to medical missions, feeding programs, fund-raising activities, etc. so we can help more people again,” she says.

Online Boost

While the COVID-19 pandemic restricted many of The FREEMAN’s physical operation, it also forced the paper -- like many organizations in the world -- to explore and adopt new ways of doing things.

Technology played a huge role in the paper’s continued presence online, both in delivering the news to the public and in executing other aspects of The FREEMAN’s online operation.

With the use of Zoom, The FREEMAN was able to host successfully two digital fora during the Cebu Press Freedom Week in September 2020.

These included a conversation on Gender-Responsive Reporting in partnership with the Austrian Embassy Manila, UNESCO, and Philippine Commission on Women; and a conversation on Digitalization and Cybersecurity conducted in partnership with the Bank of the Philippine Islands.

The digital fora, which were streamed real time on The FREEMAN’s official Facebook page, yielded more benefits than expected as they reached a wider audience from across Central Visayas and even Mindanao. Traditionally, Press Freedom Week fora are limited to a live audience consisting of students from schools in Cebu.

The forum on Gender-Responsive Reporting was viewed at least 7,800 times while the forum on Digitalization and Cybersecurity was viewed at least 14,000 times.

In March 2021, The FREEMAN also mounted successfully the fourth season of its annual International Women’s Month series, Power Women. The series put the spotlight on women “who are not afraid to make a difference” in one-on-one profile interviews.

Power Women Season 4, which featured nine guests, had an overall viewership of 281,000 on Facebook.

The Zoom platform also enabled the return of the paper’s flagship digital talk program, The Freeman Conversations, and facilitated interviews that, like those in Power Women, would have otherwise been impossible to mount given the program’s original in-studio format.

The new digital interview format opened doors for guests anywhere in the world to participate in the conversation. It airs every week on The FREEMAN’s official Facebook and YouTube accounts.

A multi-awarded paper

This is not the first time the paper received an award, or wrote a story about such award. But it’s the first time the paper received awards at a time of pandemic, and it makes everything a little more special.

The FREEMAN took home the Best in Editorial Page (daily category) and the Best in Photojournalism awards at the Civic Journalism Community Press Awards of the Philippine Press Institute, the biggest association of newspapers in the country.

PPI also selected a number of stories from The FREEMAN to be included in its monthly top 30 COVID-19 chronicles nationwide.

Also, a photo of the mass COVID-19 testing in Barangay Luz, Cebu City won photojournalist Aldo Banaynal the 2020 Globe’s Media Excellence Awards’ Photo of the Year. Banaynal also won the BFP’s Apoy at Lente photo contest.

The Philippine Center for Investigative Journalism has also selected the story pitch of reporters Caecent No-ot Magsumbol and Ruth Malinao regarding how Cebu City is managing its COVID-19 expenditures.

Magsumbol was likewise selected to represent the Visayas region in the No Burn Philippines Media Fellowship and a mini-grant project by the NBP campaign under the EcoWaste Coalition. She also finished first runner-up in the nationwide sports writing contest of Milo Philippines.

Different government organizations, including from the Department of Health, Department of Energy, Department of Social Welfare and Development, the National Nutrition Council plus from the Zumba community, have also recognized The FREEMAN’s contribution to the community.

These are but mere additions to the paper’s long list of accolades received over the more than a century of its existence.

Already, the PPI has put The FREEMAN in the Hall of Fame for being the Philippine Community Newspaper of all time after raking in awards from the organization, including best local daily, best in environmental reporting, best in science and technology reporting, best edited newspaper, best editorial page, best in newspaper design, and best in historical-cultural reporting.

Surviving and Rising

Belmonte acknowledges that it is, indeed, tough times for The FREEMAN, just like it is to everyone else feeling the pandemic’s fury.

“If you ask me where The FREEMAN stands at the moment, well, we’re here. We are surviving, we are rising. Sure, the past year and this year have been challenging, but I have faith in The FREEMAN’s tested endurance,” he says.

As the paper turns 102 this year, Belmonte is confident it will bounce back strong given its history of resilience and determination.

“Come to think of it, in 1919 when The FREEMAN was born, it was also a time of pandemic and great upheaval. This is not to underestimate COVID-19 but we see no reason why The FREEMAN cannot rise above the current health crisis,” Belmonte adds.

Belmonte also pays tribute to the Cebuano readers, who continue to place their trust on the paper’s fair and fearless journalism all these years. As he succinctly puts it: “It’s our readers who have brought us here.”

Just as community cooperation is key to winning the pandemic, the same teamwork is needed to build a newspaper that will come this far and rise above all odds.

Thus, with heart filled with gratitude, Belmonte says: “To our beloved readers and advertisers, thank you for your valuable support. To our news dealers and other partners in the business, we truly appreciate working with you. And to all our editors and staff, my sincerest gratitude for your perseverance and faith. And I wish you all a happy anniversary!” — JMD (FREEMAN)