Councilors call for clearer, targeted outreach as Wakefield grapples with shrinking local media reach

Wakefield — Communication gaps emerged as a priority at the council's July 7 retreat, with members urging a coordinated strategy to reach residents who are not getting town news via traditional channels.

Councilor John said the town's existing outlets reach a limited share of residents and urged a mix of approaches including streaming, targeted mailings and partnerships: "People aren't getting the information they should," he said, calling for a responsive communications plan that delivers relevant items by neighborhood and demographic group.

What was discussed: Councilors described declining subscription reach for the Wakefield Daily Item and falling WCAT viewership. Library access to the newspaper and targeted mailings (postal carrier‑assisted deliveries) were suggested as low-barrier ways to improve reach. The council discussed segmented subscriptions or alerts so residents could sign up for categories they care about (e.g., road notices, neighborhood alerts, school news).

Why it matters: Members said poor information flow fuels surprise and frustration when projects or service changes occur. Councilors proposed involving local IT and school-district communication staff to explore streaming, subscription tools and more usable public notices.

Next steps: The council asked the town administrator and staff to assemble a communications proposal that includes an outreach calendar, digital streaming options, and potential budget or subscription models for WCAT and the Wakefield Daily Item. No funding decisions were made at the retreat.